Problem

For Navy Exchange (NEXCOM), we faced a fragmented awareness of available services and resources among military members and their families. Information lived in scattered places, often inaccessible or outdated, creating friction in how community members discovered support options. Our goal was to structure content around accessibility, education, and a streamlined customer experience that would guide users to the right resources with minimal effort.

We identified gaps in how educational content and walkthroughs were conveyed. There was a need for concise, actionable guides that could be consumed quickly on various devices, from deployments to base housing. To address this, we explored different content formats that would resonate with diverse audiences while maintaining a consistent brand voice and reliable delivery timelines. We sought to reduce cognitive load and improve service utilization across the military community, starting with core service categories. learn more.

Solution

We developed website walkthrough concepts, educational content ideas, and community-focused marketing initiatives aimed at increasing awareness of services and resources. The strategy prioritized accessibility, clear navigation, and educational micro-content to empower users to make informed decisions. Our approach combined user journeys, content playbooks, and marketing touchpoints to create a cohesive experience that felt intuitive in high-stress environments and during family transitions.

By emphasizing customer experience, we built a content ecosystem that guides military members and families through service offerings with clarity and empathy. We aligned the content with base-specific needs, ensuring consistency across channels while remaining adaptable to changing programs. The result was a scalable framework for ongoing content creation, training, and measurement that could be iterated based on feedback and usage data. learn more.

Impact

X% increase in service discovery and utilization among target users
Y% improvement in completed knowledge checks and resource downloads
Z% reduction in time-to-find critical information for families and service members

Quote of how incredible of an impact this had.

Team

Team Member #1 - Content Strategist
- Led the development of walkthrough concepts and content playbooks
- Coordinated stakeholder alignment and base-specific tailoring
Team Member #2 - Web Architect
- Designed scalable content architecture and navigation models
- Implemented accessibility-focused templates and performance optimizations

Navy Exchange Service Guide Redesign