The Guard had assembled a form based on recruiter and vendor requests, and disregarded all other inputs or aspects of design. Though the bar was low, they held tightly to their decisions and process.
The user was presented with many problems when they would land on this form.
1. Increase the number of applicants to complete the form. (Conversion)
2. Increase the quality of applicants the submit the form through self-disqualification. (Quality)
3. Decrease the average time to complete.
Addressing conversion was a large goal. Currently analytics were > 3% of users where completing the form. This number can easily be raised through thoughtful design.
One aspect of the form was the ability to self-qualify. There are many prerequisites entirely absent from this point that will allow users to understand if they will qualify to join.
Clarity and flow are the largest contributors to the processing speed with The Guard's key demographic. When they understand, and have the right information available, they will process faster.
Initial response was overwhelming for the recruiters. They were gaining more qualified applicants than they could process. The governing military commander was so impressed this opened the door for revamping the entire online enlistment application, and reformatting of the Social media and mobile platforms.