the Army National Guard

Empowering recruits and supporting busy recruiters through native app features

Role
Senior UX Designer

Timeline
09/21 - 06/23

Background

Recruiters working in the field did not have products to support quick lead input.

We designed and launched the MVP for a native mobile app for recruiters and web app for prospects to submit applications securely online, providing new tools to support varying devices, situations, and needs.

Deliverables

  • MVP native mobile app

  • Mobile-first landing page and form

  • Responsive careers quiz

Discovering user needs

Existing lead input software was only usable on desktop by recruiters, forcing recruiters working at job fairs or in the field to manually track new contacts until they could sit down in front of a computer. Usability testing revealed these common challenges and pain points for recruiters.

Findings

1

Navigating on mobile devices was difficult and slow for all users.

2

Content and user flows were time-consuming and overwhelming.

3

Interaction details did not provide a clear and accessible experience to all.

Finding 1: Navigating on mobile devices was difficult and slow for all users.

Solution
Mobile app utilizing native features to simplify data input.

Native features to lower interaction cost included:

  • Location search uses Google’s Places API, allowing geolocation and address prefilling to provide accurate suggestions based on input and the user’s location.

  • We are also looking to automate actions by allowing photos of ID cards to fill out details automatically.

  • Users will also eventually be able to use their thumbprint to login into their account.

Finding 1: Content and user flows were time-consuming and overwhelming.

Solution
New online application flows and interactive quizzes puts data input in the leads' hands.

This alternative transforms a task for recruiters into a fun and personalized experience for leads, allowing quick input with minimal friction. Use cases vary from an interactive feature at a job fair to a CTA on a landing page or sent in an email.

  • Micro-animations and automation enhance visual cues and emotional engagement.

  • Customized choices are based on the defined user persona goals, with a “custom” results page revealing ideal career options and recruiter contact info.

  • Quick, interest-based options on the first pages.

  • The “hardest" form fields with user contact details are on the final page before the results.

Finding 1: Interaction details did not provide a clear and accessible web experience to all.

Solution
Inclusive, WCAG-compliant web application flow.

Inclusive features include:

  • Single column layout, which creates a simple and clear route for users.

  • Highly visible and specific form labels, error messages, and error summaries reduce user frustration or confusion.

  • No disabled buttons, allowing the user to submit and then receive guidance on required fields through the error summary and messages. This avoids issues with color contrast, comprehension, and screen reader accessibility.

  • Validation on Submit is used to provide a clear list of errors once continue or submit is selected, allowing users to complete the form without interruptions and guiding them while resolving errors.

  • Instant validation is only used for complex fields without obvious answers, like setting secure passwords or usernames.

Key wins

  • Motivated leads are able to complete 80% of their application securely online without waiting for support from a recruiter.

  • Self-data entry had a lower error rate and leads submitted thousands of hours of paper work previously submitted and processed by recruiters.

  • During usability testing, abandonment of the initial form was reduced by over 30% by utilizing progressive profile building.

  • The MVP app reduces time spent entering data with native features, allowing recruiters to have more face-time or enter more leads.

  • Lead sources and referrals are trackable through all products.

  • User and stakeholder goals are aligned by empowering interested recruits and supporting busy recruiters.

Retrospective

These tools are just the beginning for support to recruiters. The client is hoping to continue developing the native app and validate initial designs with usability testing.

Recruiters are excited to try out their new options while working with leads while out in the field.

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