Project Overview
Client: U.S. Army Enterprise Marketing Office (AEMO)
Role: UX Researcher & Journey Map Strategist
Tools: Figma, FigJam
The Challenge
Army recruiting faced complex lead generation challenges, with significant drop-offs at critical conversion points. Traditional tracking methods were insufficient to understand the nuanced user journey of potential military recruits, and the myriad ways they interacted with recruiters and marketing.
Research Methodology
Role: UX Researcher & Journey Map Strategist
Tools: Figma, FigJam
The Challenge
Army recruiting faced complex lead generation challenges, with significant drop-offs at critical conversion points. Traditional tracking methods were insufficient to understand the nuanced user journey of potential military recruits, and the myriad ways they interacted with recruiters and marketing.
Research Methodology
- Used detailed archetypes created by CXI team to ensure we tracked the most relevant lead experiences
- Leveraged personal military knowledge for empathetic research
- Worked with diverse team of clients, recruiters, and veterans to fully understand the lead journey
- Worked with team to create an initial journey map sketch in FigJam
Key Insights
Design Process
Strategic Recommendations
Outcomes
- Identified drop-off points around recruiter appointments and MEPS scheduling
- Detected gaps in mid-journey data collection
Design Process
- Created draft journey map in FigJam
- Utilized FigJam for collaborative research and ideation
- Conducted stakeholder interviews and gradually increased the fidelity of the prototype map
- Worked with team to craft a high-high fidelity experience map in Figma
- Overlaid lead falloff data to understand exactly where leads were abandoning the process of joining the Army
Strategic Recommendations
- Introduced new marketing intervention points
- Recommended enhanced lead tracking mechanisms
- Proposed targeted communication strategies at identified drop-off zones
Outcomes
- Provided actionable insights for recruitment strategy, 1st party data collection, and precision marketing
- Developed a reusable, dynamic journey mapping template
- Created a frequently shared client case study
- The map became a valuable tool not only for the data present, but for the large parts of the journey where no data was available to both AEMO and marketers.
