Royal Navy
Transforming how the Royal Navy serves its personnel throughout their careers.
MyNavy is a platform that brings together the day-to-day services and tools personnel rely on. I led the creative direction across the experience, shaping how it works for individuals throughout their careers – moving it away from process-driven systems towards something more useful, flexible and personal.
Creative Director – Great State
EXD | Platform | Product design | Brand
Background
The idea for MyNavy grew out of wider work across the Royal Navy account, where gaps in how personnel accessed and managed services became increasingly clear.
The organisation spans a wide range of roles, locations and life stages, but many of the systems supporting that hadn’t kept pace. Accessing everyday services was often fragmented and time-consuming, built around internal structures rather than individual needs.
The opportunity was to rethink that experience from the ground up – creating something that works around people, not the other way round.
Approach
We focused on simplifying and connecting core services into a single, more intuitive experience – making it easier for personnel to manage day-to-day tasks and access what they need, when they need it.
I led the direction of the experience itself, from mapping journeys through to shaping the features and functionality that support them. Alongside this, I set the approach across UX, product and brand, developing a design system that could scale across the platform.
A big part of the role was working with senior stakeholders to align teams and build support for the product, helping move it from an identified need into something funded and delivered.
Bringing services together
The platform brought together a range of core services into one place – from uniform ordering and travel booking through to learning, holidays and access to on-base facilities.
These were previously separate, often manual processes, which made everyday tasks slower and more frustrating than they needed to be.
By consolidating them into a single app, we created a shared profile for each individual – allowing services to connect, automate and adapt over time, rather than operate in isolation.
Results
The app is already making waves across the service, with 72% of personnel using it regularly and 8,000 daily visits. The product has now been white-labeled for use by all RAF personnel and is even being considered by other governmental organisations around the world.