The path of every person in the United States Air Force is different. They come from different walks of life, are motivated by different things, have different interests, skills and strengths and ultimately follow a path that’s completely personal to them.

We wanted to design a site that allowed people visiting AirForce.com to have an experience that’s just as unique.

So we set out to create an updated, informative and responsive site that elevates the way we talk to people by focusing on each user’s individual pathway and learn from their personal behavior on the site. By doing this, we’re able to individually engage with each visitor by creating a journey that’s tailored specifically to them and their wants, needs and interests in a way that allows them to discover more about themselves and how they fit into the Air Force story.

Over an 18-month period, we researched, planned, designed and developed an experience that creates custom journeys for more than 800,000 users a month. The design, look, feel and copy were all completely overhauled to implement personalization elements and create a unique journey for every person, allowing us to continue to enhance the Air Force brand and help their recruiting numbers grow for years to come.

Design began with extensive research into how our target demographic makes decisions, the types of communication they find compelling and the kinds of content that inspire them. We then worked through a process of ux design, prototyping and testing to not just create a single user flow through the site but a system of content delivery that dynamically adapts to the specific interests and motivations of each individual.

The site’s look got a complete overhaul as well, and was designed to appeal to the heritage and history of the Air Force while creating an updated look that’s more in line with the high-tech world they’re a part of, highlighted by full-frame pictures, dynamic graphics and bold typography.