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
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 Long Beach locals and LBPD 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
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.
The ride-along kit includes a backpack and interactive booklets that allow him to share his experience, good or bad.
While in the car, the community leader is able to record his emotions and thoughts or read about upcoming Police outreach programs.
Community Leader takes a photo with his ride along officer and shares his experience through his respective social media channel.
With a disclaimer informing the rider not to record anything sensitive that is encountered during the ride-along, journals are personalized volumes that contain pages to write observations and notes. 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.
UI, UX Design, Business Strategy
UI, UX Design, Product Design
UX Research, Brand Strategy
Personal Project, Transmedia
UI Design, Editorial