The Army National Guard wanted to increase applicant conversion and self qualification,
to alleviate the workload sent to recruiters.


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.

1 of 2 sections of original form

The user was presented with many problems when they would land on this form.

  • First, there is no logical separation of content. The user has no idea what each section is about or how they need to prepare to entire their information.
  • There is trouble distinguishing between required and optional inputs.
  • The order and flow of the inputs are fragmented in a non-sensical fashion, that lends no understanding for the user.
  • Redundant questions cause confusion and break the users focus. The cognitive flow is disrupted if they feel they have already answered a question or volunteered their information.
  • Some inputs include abbreviations that require some prior knowledge, though they are not required and only few applicants will be using them.
  • The labels do not always inform the user what is needed or being asked.


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.

  • Logically group related sections
  • Remove redundant inputs
  • Limit or remove optional inputs
  • Increase readability of labels
  • Craft better label copy


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.

  • Remove non-critical inputs
  • Introduce tools and calculators to educate the user
  • Remove optional fields, if everything is required more information will be accessible to recruiters


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.

  • Ensure keyboard accessibility
  • Group inputs appropriately
  • Only ask what is required
  • Hide conditional inputs until needed


First iteration

    Progress Tracker

  • Educates the users on forward steps
  • Personal Information

  • Grouped logically
  • Priority on page
  • Smooth data entry flow
  • Education and Experience

  • Qualify based on education or experience
  • Reduced to questions that are not redundant
  • Hidden conditional information based on answers
  • Fitness Calculator

  • Educates user to expected physical fitness prior to entry
  • Allows user to prepare, or self-qualify based on result
  • Referral Tracking

  • Less obligation to user to know recruiter in their area
  • Hidden conditional sections
  • Submit Action

  • Educates user there will be more in the process


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.

Conversion ⬆︎ 73%

Quality ⬆︎ 56%

Speed ⬆︎︎ 67%

Tyrale Bloomfield