A successful digital design language answers the Army's current needs, but is also prepared to scale to address the future. Those needs were dictated by army structure and informed by extensive user testing.  70% of goarmy.com visits were from mobile devices. We needed to meet the audience where they naturally lived. A main focus was how our system stretched and responded for a 1:1 experience across all viewports.

The design system established a streamlined IA, reducing over 6,000 redundant pages to 90 efficient ones. This enabled robust storytelling and personalized audience engagement, driving recruitment contacts. Consistent content structure and interaction patterns ensure that content is absorbed properly while also looking great in the process.

Today, with less than 2% of soldiers actually seeing combat, we wanted to ensure the tone of our imagery showcased the Army's wide range of careers, specialized training, and long term benefits.