Redesigning Inkompass – Cultivating Global Talent for a Smoke-Free Future
Redesigning Inkompass – Cultivating Global Talent for a Smoke-Free Future
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About
INKOMPASS is Philip Morris International's (PMI) flagship global internship program, meticulously designed to be a transformative self-discovery journey for aspiring talent. It immerses interns in real-world business challenges within a culturally diverse workplace, aligning with PMI's accelerated evolution towards a smoke-free future. Beyond traditional internships, INKOMPASS offers life-changing opportunities, including commercial graduate accelerator schemes and apprenticeships like the EVOLV UK program or Swiss internships, all crafted to foster portable skills, enhance CVs, and build invaluable global networks.
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Challenges
The previous Inkompass website faced several barriers in attracting global talent:
Unclear Value Proposition
The site described program mechanics but failed to showcase real benefits, leaving interns uninspired.
Disconnected Career Pathways
It did not link internships to PMI’s broader career ecosystem, creating uncertainty about future growth.
Limited Global Appeal
PMI’s international reach and diverse opportunities were not highlighted, limiting worldwide visibility.
Outdated Design
The aesthetic lacked energy and modern appeal, failing to engage digitally native, younger audiences.
Solution
In partnership with Leo Burnett, I redesigned Inkompass into a globally appealing, modern, and engaging platform:
Highlighting Benefits
The narrative was reframed to showcase how interns gain real skills, networks, coaching, and cultural exposure.
Clear Career Integration
The program was positioned as a gateway to PMI’s graduate schemes and apprenticeships, offering clear growth paths.
Global Showcase
Aspirational visuals and strong messaging highlighted PMI’s international presence and diverse opportunities.
Modern Design
A vibrant and contemporary look with high-quality visuals and dynamic layouts resonated with younger audiences.
Intuitive Navigation
Clear menus and structured sections like “Explore Opportunities” and “Testimonials” guided users smoothly.
Interactive Applications
Multi-step flows with progress indicators and varied input methods made applications simple and engaging.
Impact
The redesign transformed Inkompass into a stronger global talent acquisition tool:
Wider Applicant Pool
A clear value proposition attracted a broader and more diverse group of talented students.
Better Program Understanding
Clearer communication deepened awareness of benefits and career opportunities.
Expanded Global Reach
Stronger international positioning drew applicants from across regions and cultures.
Stronger Employer Brand
A modern, purpose-driven site aligned with PMI’s vision and boosted its reputation.
Strategic Insights & Design Philosophy
The project was guided by a philosophy of transparency, inspiration, and seamless user experience:
User-Centric UX
Clear navigation and interactive elements guided interns through discovery and applications with ease.
Youthful UI Design
Bright visuals, fresh layouts, and consistent styling created a modern and energetic online presence.
Talent as Brand Building
The site reinforced PMI’s smoke-free vision, using careers as a driver of employer brand value.