2022 Bronze Digital Product

Agency: Great State

Client: The Royal Navy

Campaign Name: MyNavy - The Employee Empowerment Tool

Campaign Overview

The Navy wanted to improve employee satisfaction and retention; personnel were leaving prematurely

Strategy

Great State researched what it's like to serve in the Navy, identifying the processes causing frustration and anxiety. Paper-based systems were rendering basics tasks laborious and, at worst, impossible.

The new strategy transformed the way employees of the Navy are empowered through digital services: based on utility, personalisation and access.

The team delivered an app that evolves with every user, supporting them from joining through to retirement. Core strategic pillars that guided the product included utility of features; personalisation to suit individual experiences; access for a dispersed, active workforce; and future-proofed design so new services could be added quickly.

Creativity

MyNavy is a digital product that supports personnel throughout their careers. It's a secure, progressive web app that's available to a global workforce.

Using its research, Great State created an experience map illustrating the peaks and troughs of life in the Navy. User feedback helped to prioritise services that would serve personnel and the wider organisation with the biggest and most immediate impact.

Key features included a Leadership Centre of Excellent to propel careers forward; ordering and collecting uniform - a clear pain point; and support when changing location.

MyNavy delivered a clean and simple experience so users didn't waste valuable time. Coding in a level of military security to a personal device also made MyNavy a unique technical challenge that was met.

Results

Usage exceeded usage targets by 122% and has remained consistent since. Some 8,000 visits are registered daily globally, and the app has been hailed as an example of best-practice digital transformation with the client even being awarded an MBE in recognition of its impact.

MyNavy has successfully brought a centuries-old organisation up to date through the strategic use of digital transformation. In an institution where it's vital that orders are followed, MyNavy is giving personnel autonomy over their daily lives - from the palm of their hand.

The Team

Great State - David Chandler, Division Director - Helen Evans, Lead Strategist - Jon Thorne, Lead Experience Designer - Mark Cooling, Product Delivery Lead - Eloise Scott, Delivery Executive - Jayme Piotrowski, Quality Assurance Analyst - Andrew McKaskill, Technical Architect - Ben Lane, Senior Developer - Ryan Joyce, Lead Frontend Software Engineer - Steve Bentley, Senior Frontend Engineer - Sam Berger, Digital Analyst - Rob Mozelewski, Lead Creative - Amanda Milton, Delivery Lead - Kate Reynolds, Junior UX Consultant - Lucy Weston, Lead Creative - James Humphrey, Lead Experience Designer

Royal Navy - Lt Cdr Morgan “Mogsy” Long, Navy Digital - MyNavy/MyRAF Senior Product Owner