Career Match Tool
Career Match Tool
Redesigned career discovery by transforming 275+ Army career paths into a personalized, intuitive experience that simplified exploration, improved decision-making, and established a scalable framework for future growth.
Agency
Critical Mass
Client
U.S. Army
Scope
Design System + Campaign Creation
Challenge:
With more than 275 career paths available, the Army faced a significant information architecture challenge. Prospective recruits often struggled to navigate the breadth of opportunities and identify careers aligned with their interests and aspirations.
We addressed this through a personalized career discovery quiz that translated complex decision-making into a guided experience, helping users uncover relevant opportunities while establishing a scalable framework for career exploration across the Army's digital ecosystem.
Impact:
35% of all site-generated leads
Top-performing Army recruitment tool
275+ careers simplified through personalized discovery
My Role:
Led the end-to-end design vision for the initiative, bringing together experience strategy, information architecture, and design systems into a cohesive career discovery platform. Built alignment across Army leadership, agency partners, and cross-functional teams, while serving as a primary client partner responsible for stakeholder engagement, workshop facilitation, and executive-level presentations. Guided complex business and user challenges into a scalable experience that made career exploration more intuitive, relevant, and actionable.
Design Direction:
The challenge wasn't just creating assets. It was defining a cohesive visual ecosystem. We led creative direction across CGI, iconography, imagery, and digital experiences while developing a scalable design system that unified every touchpoint.
A new sub-brand introduced a fresh, future-facing identity that felt distinct enough to inspire a new audience while remaining authentically rooted in the Army brand.
Impact:
The Career Match became one of the Army's most effective recruitment tools. The platform helped prospective recruits navigate more than 275 career paths with greater clarity and confidence, connecting them to opportunities aligned with their interests, skills, and long-term goals. As a result, Career Match generated 35% of all site-generated leads, significantly increased engagement throughout the recruitment journey, and established a scalable framework for career discovery that continues to support the Army's evolving recruitment needs.
Teammates:
Nigel Dennis - Creative Director, Courtney Schiffres - Copy Lead, Roman Ivashnev - Designer, Alex Rybarczyk - Designer, Jonathan Crawford - UX Lead, Stephanie Gough - UX, Dan Boland - Lead Developer, Cassie Mai - Producer, Paul Serilla - Strategy Lead, & Team DDB Agency Partners
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