DESTINATION NUCLEAR
An industry-wide campaign to support the growth and diversity in the nuclear sector across the UK.
Feb 2024
Facilitation
Design Strategy
Strategy
The Challenge
Awareness and knowledge of the variety of roles in the nuclear sector isn’t very wide-spread. Career changers, graduates, school leavers often overlook the breadth of opportunities within nuclear in civil and defence. The sector is struggling to raise visibility and attract new talent.
The Solution
In partnership with a consortium of industry leaders, we set out to inspire and support people in joining the nuclear sector. As part of the wider campaign and community engagement, we developed a digital platform designed to demystify the industry, educate people and guide them towards live opportunities across the UK.
The Process
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Working in collaboration with a large consortium of big industry leaders, we began by carefully planning activities that aligned with the resource and timelines of the wider campaign initiative.
I led a consortium-wide workshop which brought together partners from across the nuclear industry, including the Ministry of Defence, BAE Systems, and EDF Energy. This collaborative session encouraged ideation, gathered expert input, and explored positioning, directly informing both the content strategy and design decisions.
The outcome was a shared direction with guiding principles and success measures, giving the consortium clarity and alignment to confidently drive the campaign forward.
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I analysed both direct and indirect competitors in the nuclear space, to help to guide our positioning in the market and understand what was already working and not working.
Further research into sectors outside the nuclear space, but with similar missions, inspired our approaches, best practices and provided valuable insight into how the campaign could differentiate itself and maximise impact.
The output presented was very visual and easy to understand.
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As a result of market research and partner discussions, I translated these findings into a sitemap and user flows, collaborating with industry leaders and campaign managers, ensuring clear categorisation and easy discovery of information.
These evolved naturally through the wire-framing process, optimised to guide users toward conversion goals and seamless navigation to the careers portal. High-fidelity UI Designs were built and iterated upon as analytic insights informed.
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![Homepage Wireframe]()
Homepage Wireframe
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![Site locations map wireframe screeens]()
Site Locations & Opportunities
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![Mobile App Flow]()
Mobile App Flow
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![Interface for skills quiz]()
Skills Quiz
The Result
The campaign evolved across multiple phases, each tailoring efforts to reach different audiences. Within a few months of launch, the careers site recorded a significant increase in traffic, achieving one of our key campaign goals.
50%
40%
Increase in conversion rate to the careers portal
Lower bounce rate than industry average
