Citizen + Consumer

Building an experience for the Marine Corps website was the first step to re-configure and elevate how the larger ecosystem reacts, adapts and engages the end user. I lead the product experience team and built the foundation for the new digital roadmap - starting with just one digital property. The challenge was not just to build another website for a consumer, but also start the conversation with a citizen.

PROBLEM

The existing website focused on a tribe,

leading to a decrease in traffic (to unofficial sources) and,

consequently, a decrease in lead generation.

OPPORTUNITY

Provide an open and dynamic ecosystem of information to expand the audience, elevate the user experience and help facilitate decision making.

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