After you’ve registered an account at Mitt Försvarsmakten you’re asked to fill in questions about yourself, like what you’ve studied and where you’ve worked, your personal qualities and what areas within the Swedish Armed Forces you are interested in. You will then get information from the authority based on your answers emailed to you.
At DDB we felt that the service would have a high threshold due to the many questions and not be rewarding enough for the users to complete all the steps. Since filling in questionnaires might not be people's favourite thing to do, we tried to make the process feel more interesting and fun by making the system a bit like Linkedin and gamify the different steps and sections.
Process and deliveries
My job was to develop this concept and figure out how everything would work with the questions and the scores. I wanted the process to feel like you did something for yourself and your future by using Mitt försvarsmakten. I also wanted to make the experience as easy and painfree as possible by avoiding asking questions that we knew the answer to, for example, if the user is under 18 we already know he or she doesn’t have a driver's license.
I spent a lot of time working on the order of the questions and how to formulate them so that they would sound more natural and appealing than the questions we were given.
I formulated goals for the project and a strategy to achieve them.
I made user flows, wireframes and built a prototype. I also tried to make the registration process as quick and pain free as possible since this usually decreases the conversion rate. The concept was evaluated through focus groups that were invited to share their opinions and view on the service and concepts. The Swedish armed forces was my biggest client during my time at DDB. Apart from Mitt försvarsmakten, I also worked with different tasks for their government site, career site and blog platform.