Canadian Armed Forces
Overview
Canadian Armed Forces: An Immersive Mobile WebAR Recruitment Experience. Designing a zero-install interactive experience that brings 23 military careers to life through mission-based scenarios across the Army, Navy, and Air Force.
Client
CANADIAN ARMED FORCES (CAF / DND)
Role
UI/UX, Interaction & Motion Designer
Impact
+104.6% conversion rate • +106.2% “Start Application” clicks • Total applicant volume doubled nationwide
Global Footprint
FWA of the Day Winner, National Digital Campaign
Turning Career Exploration Into an Interactive Experience. Instead of relying on static career descriptions, the experience places users inside mission-based scenarios inspired by real Army, Navy, and Air Force environments. Each mission introduces military roles through action, helping users understand the work by doing rather than reading.
Zero-Install Access
Runs directly in the mobile browser, removing app-download friction and making the experience easy to access from campaign touchpoints.
Mission-Based Storytelling
Connects Army, Navy, and Air Force scenarios through a consistent interaction model while keeping each mission distinct.
Making Complex Tasks Intuitive on a Phone. Missions range from locating vessels and deploying air-drop supplies to clearing debris and responding to wildfires. A consistent spatial HUD, objective system, compass, and contextual gesture prompts help users understand what to do without pulling attention away from the environment.
Consistent Spatial HUD
Keeps objectives, orientation, and navigation visible across different mission types.
Contextual Micro-Interactions
Uses tapping, pressing, rotating, aiming, and device movement to translate physical actions into simple mobile interactions.
Connecting Mission Experiences to Real Career Opportunities. After completing scenarios, users are guided toward relevant career information and application pathways. This creates a natural transition from immersive exploration to deeper consideration of real roles within the Canadian Armed Forces.
Relevant Career Content
Connects completed missions with related roles and supporting information.
Clear Application Path
Provides a direct route from interactive exploration to recruitment content and next steps.
More works
