We worked alongside the HJA team and their audiences to re-think and re-position the organisation as they evolved into an established ‘Knowledge Hub’. We took a service design approach to support the team in defining and clarifying their full ecosystem of services and offers, as well as the systems, processes and capabilities that enable service delivery.  Our efforts focused on what exists currently, but more importantly, on the capabilities and systems HJA will need in the future as they continue to grow and scale their impact. 

As an organisation that relies on diverse range of funding sources, it was also important to look at how the services they offer can be packaged, described and experienced to align to HJA’s broader revenue strategy.

The approach

We took a ground-up approach to understanding the organisation, speaking with internal and external stakeholders to dig into current perspectives on HJA, challenges across the health and legal sectors, and the wants and needs into the future.

The sessions with HJA’s leadership team, sector practitioners, funders, sector partners, researchers and thought-leaders gave us a clear picture of the diversity of services, offers, platforms and touchpoints surrounding HJA and more broadly in the health and legal sectors.

We then unpacked the future by examining the different potential revenue streams and the HJA experience through the lens of different user archetypes. These future state activities helped us to better understand what HJA should offer to meet the needs of the sector and their audiences, the different reasons why people would engage with HJA and what they needed to do first to make this future a reality.

As a complement to the qualitative research, we also dug deep into web analytics and online search behaviours of HJA’s diverse audiences. This gave us a strong steer in terms of what people we’re looking for, both nationally and internationally. It also told us how well the HJA website was performing and where some of the biggest issues and opportunities were. 

We took a fresh look at the HJA brand and evolved the identity in-line with this new phase of the organisation. The look and feel of the identity and the online experience was re-designed, and we worked closely with our development partner Smokee to bring the brand to life through a series of interactions and a set of experience principles that reflect the insights from our research.

Meeting complexity with clarity

Our activities across the project included:

• User and stakeholder research
• Ecosystem mapping
• Experience and journey mapping
• Development of user archetypes
• Refining IA, taxonomy
• Development of UX/UI design concepts
• Development of content principles and governance
• Evolving the brand identity

Outcomes and impact

Our insights from the quantitative and qualitative analysis helped to inform what would be required and helped to deliver on HJA’s 2026 strategy. By envisioning and defining this future state, we were able to identify the gaps between where HJA were and where they wanted to be, and capture the capabilities and skills required to deliver on this. This helped to create a detailed roadmap for achieving the goal of further developing HJA as a knowledge hub. 

For HJA, the collaborative work we did acted as a guidepost for decision-making ensuring that all initiatives and activities aligned with the organisation's strategy and objectives, and contributed to its success and impact as a Knowledge Hub.

You can learn more about who Health Justice Australia are and what they do by visiting their newly developed website. 

This project was recognised in Australia’s International Good Design Awards in 2024 for Excellence in Design and Innovation, and received an accolade in 2x categories; Design Strategy, and Digital Design Web Design and Development.

The Jury praised Health Justice Australia; Knowledge Hub commenting:

Health Justice Australia (HJA) has made significant strides in breaking down system silos to address complex health, legal, and social issues. After seven years of impactful work, HJA collaborated with Folk to reposition itself as a Knowledge Hub. The Jury highlights this project as an excellent example of using design strategy to effectively communicate complex messages to diverse stakeholders. The rebranding strategy successfully positions HJA as a leading knowledge hub, showcasing its evolution and continued relevance.