Project Overview
The Victorian Equal Opportunity & Human Rights Commission (VEOHRC) seeks to resolve issues around discrimination, sexual harassment, victimisation and racial or religious vilification through a free, fair and timely dispute resolution service that aims to achieve a mutual agreement.
Reporting hate and analysing metrics became crucial to the organisation's work, and an app was commissioned to allow users to report hateful behaviour in their community.
Project Commissioner
Victorian Equal Opportunity and Human Rights Commission
Project Creator
Team
Brad Masters - Digital Producer
Renee Chambers - Designer
Bassam Othman - Developer
Special thanks to Fenton Stephens for the initial design of the Spray can and branding elements.
Project Brief
Butterfly was engaged by VEOHRC to build an app, based on the successful (also Butterfly built) anti-hate website. This was to increase accessibility and enable hate reporting from the public with the overall goal of reducing discrimination and improving social behaviour. VEOHRC decided to add an android app to their suite of Anti-Hate resources to increase end-user adoption.
Project Need
The idea to ‘snap and report’ by making the camera front and centre in the navigation was crucial for ease of access.
The user could supplement their submission with visual evidence of the incident if required.
Tips to ‘spray back’ against hate were introduced on the landing page to allow:
-Speed and accessibility
-Saving of user date for future submissions making it more productive
-Quick access to the camera or user’s phone gallery to upload images to reports of incidents
-Tips to spray back
-Share Anti Hate heroes’ stories to Facebook/Twitter or email to a friend.
The new outcomes that it brings is being able to snap and report hate in real time, via an app that can be quickly accessed from a user's mobile home screen.
User Experience
Front-End UX - Determining which mobile features could be utilised to improve the user experience and quality of the data was essential.
Providing access for users to engage with other users' stories and encouraging them to report their own incidents or share stories had to be as simple and fast as possible. Social media icons (just the basic FB, Twitter, and email functions)are accessible without bombarding the user with too many options.
A small sitemap combined with flexible fields, make for a fast and simple reporting process. The camera section allows users to 'Take a picture' or upload from gallery to allow them to post in real time, or after the incident.
Back-End administrator UX - It was important to ensure that all data from each platform (Android, website, and mobile site) was captured in a single system to aid ease of access, exploration, and analysis of the data, the mobile site, app, and the desktop site can all be managed from the one back-end.
This allowed VEOHRC to sort and analyse data based on types of hate, location and user demographics with the overall goal of improving social behaviour.
Project Marketing
The marketing strategy was to promote this app to users who are already familiar with the Anti-hate concept and had reported on the desktop site, while simultaneously encouraging new user uptake. The multi-platform nature of this campaign facilitates user engagement across multiple devices, as it will look great on mobile, desktop and the android app, which means the user experienced is not compromised by platform incompatibility.
The outcome is that feedback from the community allows VEOHRC to respond to discrimination-based issues more comprehensively and analyse data on a wider scale.
Project Privacy
The report submission field only requires a user to provide their first name to allow a level of anonymity if required, all other personal details are optional.
The user can choose/choose not to be contacted regarding the incident, based on their personal preference.
A big "privacy policy" button is available to the user before submitting the form, and the Australian Human Rights policy is then accessed via this button once clicked, to allow the use to read up on this before submission.
Tags
Best Mobile Expanded Service or Application
This category recognises the best expanded mobile service or application.
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