Human-centred design for public confidence

The IOPC needed a website that could build public trust and raise awareness of their mission. Their challenge was to create an online presence that felt welcoming and empathetic, especially for marginalised communities who were often sceptical of police-related organisations.

Our approach began with a detailed discovery phase, prioritising participant engagement and trust-building. Through interviews, focus groups, and internal workshops, we were able to delve deep to capture honest and frank user insights, needs and experiences, informing our design and development requirements. Utilising personas and journey maps, we streamlined the site navigation, simplified content presentation, and emphasised the IOPC's mission, independence, and credibility.

Four floating smartphone screens display IOPC website pages on news, complaints process, and reports.

Focussing on user insights, we adopted a human-centred design strategy, prioritising intuitive navigation and digestible content.

Tablet screen showing IOPC website with sections on Violence Against Women and Girls and Race Discrimination.

Tablet on a wooden stand showing IOPC website with options to submit a complaint, request reviews, and contact support.

By enhancing key user journeys like the complaints process, we aimed to bolster user experience and trust. We utilised soft hues from the IOPC colour palette to distinguish content and implemented a streamlined single-column structure for consistency across devices. Through prominent use of video and photography, we humanised the content, making the IOPC more relatable to users.

Laptop on a wooden shelf displaying the IOPC homepage with a banner introducing the Independent Office for Police Conduct.

For mobile users, we introduced bottom screen navigation for effortless one-handed interaction. The result? A more approachable website design aligned with the IOPC brand, reinforcing a coherent brand narrative.

Our development process was dynamic, accessible, and, above all, audience-focused. Every decision was informed by external audience feedback, ensuring that the website serves its users effectively while strengthening the IOPC's reputation.