The Long Beach residents and Long Beach Police Department feel mutually afraid and intimidated by each other. We were given the task to work with LBPD to build trust between the police department and Long Beach locals.
We came up with an interactive kit for ride along passengers to co-create authentic content to share with their communities.
Our strategy was chosen to be implemented and is now in the making.
User Research, Service Design, Wireframing
Special thanks to JD Buckley
Project Members :
Kimberly Handoko, Radhika Kashyap
There is a lack of trust between Long Beach residents and Long Beach Police Department. We interviewed 45 Long Beach locals and 15 Police Officers to identify possible reasons behind the distrust.
key insights from interviews
1. The media highlights negative interactions with the police more often than positive.
2. People perceive the police to be insincere in their own branding channels (social media etc.)
3. People that have gone on ride alongs or other similar programs are able to empathize with law enforcers better.
“Have you not been paying attention to the news worldwide? It’s corruption, corruption, corruption by the police.”
- Long Beach Resident
“I am not going to fall for their brainwash branding. You shouldn’t be working for them”
- Long Beach Resident
“After going on a ride along I realized police officers really deal with life-threatening incidents everyday. We judge them too quickly”
key insight from cultural immersion
Long Beach is a diverse city, however, different ethnic groups live in segregated parts of the city.
To proactively shape sentiment, LBPD should tailor their engagement efforts to different community segments using a variety of channels and recognize that one size does not fit all.
WHITE BLACK ASIAN HISPANIC
Community Leaders have more empathy for police officers
People that have gone on ride alongs have a lot more empathy for police officers.
What if we could invite community leaders from different districts to ride along with officers on duty and share their experience with their respective communities?
LB Police Officer picks up community leader from his district pick-up location and gives him a ride-along kit.
LBPD sends invites to community leaders and influencers from different districts through different channels.
The ride along kit consists 2 of informational booklets and an interactive tablet. It aims to let participants garners insight into the work of police officers and to dispel myths or misconceptions.
While in the car, the community leader is able to read information on social engagement events that are coming up
The rider uses the interactive tablet that encourages him to learn more about
eg. Find out 3 ways about your police officer that surprises you.
Participants are encouraged to share content about their ride-along experiences on their own social media platforms, which would garner additional empathy and positive insight about the work of police officers.
Our strategy was chosen to be implemented after 10 user testing trial rounds. The results from the user tests are as follows:
7 out of 10 participants were inclined to share their experience after a ride along.
9 out of 10 participants showed up to other community engagement programs after the ride along.
UI, UX Design, Business Strategy
Product Design, UI Design, UX Design
UX Research, Service Design