From mega complex
to ultra relatable
Dutch Ministry of Defence
Werf& Awards Winner 2023
As one of the largest employers in the Netherlands, the Ministry of Defence has a wider offering than any other organisation. It doesn’t only offer job opportunities for military and non-military personnel, but also offers education on almost any level. The options are vast, unique and often complex. Trying to find your place within this world of possibilities is quite overwhelming. But it all starts with that first trigger: what inspires you most? And within that realm there’s always something for you.
Agency — Radancy (Maximum)
UX Concept
Art Direction
Video production — Kaaps
Campaign — Steam
— Inspirational pathways
Instead of showing you endless specific job categories that more often than not do not resonate, 'inspirational pathways' were much easier to relate to. It's easier to explore a few 'worlds' and see what possibilities lie within. Most decisions are at least influenced by gut feelings, so you need to get excited first before you are receptive for the complexity of an organisation like this.
— Discover step by step or jump straight in
In the previous site, qualitative user tests showed respondents getting lost frequently. Visitors have a very wide range of needs, wants and prior knowledge, so they need to be guided into this huge organisation. By compressing the navigation and creating broad themes, visitors are led to specific jobs, educational options or practical information step by step. Meanwhile online marketing campaigns inform and inspire at all underlying levels to jump in at deeper levels. Shortcuts are there for visitors that already know what they want.
— For you
By filling in a little information about yourself you can easily find what's relevant for you. Quickly filter to vacancies, events and content that fit your profile. It is always possible to move up a layer for more context, but it's good to know what your possibilities are at an early stage, and get the right input to learn more.
— Step by step redesign
As the biggest career site in the Netherlands, it of course was not possible to revamp everything in one go or to flip the switch when everything was done. It was a gradual transformation where the foundation was redesigned first and additional sections were updated sequentially. Dramatically reducing the number of pages, components and custom designs, resulted in a swift and future proof process.
— Show me
Joining the armed forces is not your ordinary career path. There's a lot to consider and a lot that's unique to the organisation. You don't just apply, have an interview or two and start next month. Changing the process was a fantasy (although improvements we made), so changing the way it's presented was the goal. Going through a lot of written content is a hassle and not appealing and relatable at all. Explainer videos and to-the-point practical info were of course much more fitting to get the right info and perspectives across, and to manage expectations.
