Young adults have been steadily falling out of love with a career at sea. Patriotism, once compelling to past generations, holds little relevance for an audience born with a global community at its fingertips. 

As Gen Z enters the workforce, they’ve made it clear: “We want work with purpose.”

For potential recruits, a Navy career should feel personalised and aligned with their ambitions – brought to life through fewer, but more engaging, user journeys.

As the Royal Navy charts a new course, we got to work on a reimagined digital customer experience to support this global, modern, and ready service.