The Royal Navy: MyNavy – the employee empowerment tool

The Royal Navy, the UK's maritime warfare force, boosted employee satisfaction by launching an app that evolves with their career and an experience map to highlight services that would better serve them.

The Navy wanted to improve employee satisfaction and retention; personnel were leaving prematurely.

Strategy

Great State researched what it's like to serve in the Navy, identifying the processes causing frustration and anxiety. Paper-based systems were rendering basics tasks laborious and, at worst, impossible.

The new strategy transformed the way employees of the Navy are empowered through digital services: based on utility, personalisation and access.

The team delivered an app that evolves with every user, supporting them from joining through to retirement. Core strategic pillars that guided the product included utility of features; personalisation to suit individual experiences; access for a...

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