Folk was approached by Redfern Legal Centre to aid with the redevelopment of www.rlc.org.au (see the old website here). With one of Folk’s core impact areas being to help not-for-profit organisations navigate significant change and digital transformation (and also being die-hard Inner Westies), we jumped at the opportunity.
Seeing the shift towards online services that COVID-19 had driven, and realising that the website is often the first touchpoint for clients seeking legal help, we put together an approach that would allow us to explore the Centre's rich heritage, unpack and explore pain points in the current digital offering, and use stakeholder and community collaboration to guide our creative expression and solution design.
What we heard
In addition to desk research, analytics and web surveys - Folk talked with 24 people from a variety of backgrounds, with a variety of issues and experiences with the Centre. Through these conversations key themes emerged that fuelled both the creative expression and solution design streams of work.
As we listened, we heard about:
- The importance of human contact – Outlining processes and managing expectations, letting people know when to expect contact; people just wanted to be heard, and were appreciative of being heard regardless of the outcome of their case
- Help me help myself – Clients feel satisfied and in control when they have autonomy over their decision making, though weren’t always aware of the resources and factsheets available to them.
- Be for everyone – It was unclear to users who exactly the Centre was for and what issues exactly people could get help with. With First Nations people being a priority population served by the Centre, RLC was often misunderstood as an exclusive resource for Aboriginal and Torres Strait Islander people. It was important to signal that the Centre is available to the wider community without affecting the organisation’s sense of identity. It was also important to communicate the diverse mix of local and state-based services that the Centre provides.
- A useful resource for the legal community – There is a wealth of information on the website that has been built over time that is often hard to find; We needed to increase findability and optimise the navigation; distinctions needed to be made about what audiences particular content was for.
Discovery also unearthed a number of pain points and recommendations for optimisation and new features, which would ultimately inform the direction for the design of the new website.
Armed with our key themes we set to work defining a brand model with Redfern Legal Centre that aligned with their strategic plan and sought to demonstrate values of social justice, empowerment and respect while retaining their strong heritage and brand equity. The brand personality we developed has an emphasis on being grounded, approachable and passionate. The door is always open: The new logo encapsulates the history of the Centre by including (and continuing the use of) the iconic doors of Redfern Town Hall which has been the home of the Centre since it was provided by council in 1977.