The Challenge
The Challenge
Role
Research/ Product Design / Presenter
Role
Research/ Product Design / Presenter
Timeframe
September - November 2023 (12 weeks)
Timeframe
September - November 2023 (12 weeks)
As long as we have had developing urban environments, the safety of women in Sydney travelling to and from home after dark has been a concern. With our increasingly populated cities and often ill-thought-out street and civic space design, a lot of districts harbour hostile or uncomfortable zones where the potential for women to be harmed is significant.
As long as we have had developing urban environments, the safety of women in Sydney travelling to and from home after dark has been a concern. With our increasingly populated cities and often ill-thought-out street and civic space design, a lot of districts harbour hostile or uncomfortable zones where the potential for women to be harmed is significant.
The Solution
The ‘HERD Campaign’ is a multi-faceted application and an amended proposal to mandate our ‘Women’s Audit Survey’ checklist. The app aims to tackle the ‘feeling’ of being unsafe, by providing users a passive surveillance network to foster a sense of safety on public transport after dark.
Background
Background
This project was undertaken as part of my Bachelor of Creative Intelligence and Innovation Capstone and explores the issue of women’s safety on public transport in Sydney, with a preliminary focus on the Haymarket/Central area.
I was the Product Designer on a transdisciplinary team alongside 3 designers, 1 engineer and 1 business analyst. Beyond group research, I was responsible for the prototype, from conceptualisation to designing the solution and demoing it during pitch day to audience members and Industry Professionals. *Due to shared IP, I won’t show the contents of the report proposal and focus on the app in this case study.
This project was undertaken as part of my Bachelor of Creative Intelligence and Innovation Capstone and explores the issue of women’s safety on public transport in Sydney, with a preliminary focus on the Haymarket/Central area.
I was the Product Designer on a transdisciplinary team alongside 3 designers, 1 engineer and 1 business analyst. Beyond group research, I was responsible for the prototype, from conceptualisation to designing the solution and demoing it during pitch day to audience members and Industry Professionals. *Due to shared IP, I won’t show the contents of the report proposal and focus on the app in this case study.
It has been determined that 92% of Women in Sydney find it unsafe to travel on public transport after dark (Committee of Sydney, 2019).
Understanding the space and existing initiatives
Understanding the space and existing initiatives
Research: Report Analysis
Research: Report Analysis
As the problem space lies in within the public safety sector, we investigated current initiatives, programs and policies that focused on safety in urban areas and prevented violence and harassment.
As the problem space lies in within the public safety sector, we investigated current initiatives, programs and policies that focused on safety in urban areas and prevented violence and harassment.
Multiple revolved around teaching prevention, early intervention, response and recovery, and healing. However, due to focusing on primarily education, they were criticised for a lack of actionable measurements for success and a lack of breadth in extending support further.
In spite of the extent of Women’s Safety initiatives at play in Australia, statistics from 2023 indicate that reports of assault against women have only increased in the last five years.
Multiple revolved around teaching prevention, early intervention, response and recovery, and healing. However, due to focusing on primarily education, they were criticised for a lack of actionable measurements for success and a lack of breadth in extending support further.
In spite of the extent of Women’s Safety initiatives at play in Australia, statistics from 2023 indicate that reports of assault against women have only increased in the last five years.
It is evident that there is a gap in current initiatives and plans as any alliance networks proposed only exist in the recovery/post-event stage rather then any in prevention.
Sensemaking
Sensemaking
Research: Systems Mapping and Rich Picture
Research: Systems Mapping and Rich Picture
To gauge the complexity of the problem space, the team mapped both holistic and visual understandings of how factors within the space were interconnected. There was a major emphasis on the security measures currently in place when it came to CCTV and security guard availability in potentially hostile zones.
To gauge the complexity of the problem space, the team mapped both holistic and visual understandings of how factors within the space were interconnected. There was a major emphasis on the security measures currently in place when it came to CCTV and security guard availability in potentially hostile zones.
While education taught at earlier stages was the underlying issue of this space, from prior research, it is difficult to intervene at that point with the resources and knowledge we had. However, the key domains, hostile zones, visibility and public perception centering around transport was a different opportunity. This led us to our problem statement:
While education taught at earlier stages was the underlying issue of this space, from prior research, it is difficult to intervene at that point with the resources and knowledge we had. However, the key domains, hostile zones, visibility and public perception centering around transport was a different opportunity. This led us to our problem statement:
“How might we intervene by creating networks to foster safer travel for women after dark?”
Investigating the problem at the heart
Investigating the problem at the heart
Research: Consulting with experts and previous winners of challengers
Research: Consulting with experts and previous winners of challengers
From our initial investigation, we got into contact with two key groups who were winners from the Safety After Dark Innovation Challenge, She’s a Crowd and Cardno. We conversed with and had an online call with one where they provided a perspective on transport intervention and conducting primary research. Our main concern going into it was the need to narrow down and identify our problem area and stakeholder.
From our initial investigation, we got into contact with two key groups who were winners from the Safety After Dark Innovation Challenge, She’s a Crowd and Cardno. We conversed with and had an online call with one where they provided a perspective on transport intervention and conducting primary research. Our main concern going into it was the need to narrow down and identify our problem area and stakeholder.
Research: Surveys and Interviews
Research: Surveys and Interviews
We conducted interviews in the Central and Darling Harbour area and sent out an online survey receiving over 80 responses . Our results validated our secondary research to two insights; our main stakeholders were 19-30 year old's and the highest problem areas occurred in the Central area. It also led us to our discovery.
We conducted interviews in the Central and Darling Harbour area and sent out an online survey receiving over 80 responses . Our results validated our secondary research to two insights; our main stakeholders were 19-30 year old's and the highest problem areas occurred in the Central area. It also led us to our discovery.
The Discovery
Combining our research consolidated a key distinction in our intervention; the prioritisation between ‘feeling’ safe vs ‘being’ safe.
We understood we couldn’t stop the perpetrators but we can change the way bystanders interact with situations to allow women to ‘feel safe’ when travelling alone. Targeting the feeling of being safe makes our direction both feasible and viable and sets realistic expectations for real world implementation.
Intervening in the prevention stage before any situation places more safety on the bystanders themselves, especially those that want to help. Leveraging the perception of feeling safe through the bystander effect, we can build a community of strength in numbers while maintaining anonymity.
Synthesising research to concept
Synthesising research to concept
There needs to be an ongoing effort in the marketing, monitoring and accountability for current initiatives as well as liaising with the government to make it an official implementation.
Taking this into stride, we decided on a solution consisting of an app to directly help women feel safe and campaign to spread awareness and build a community. Backing these two, is a government proposal working in tangent, focusing on regular monitoring of conditions such as lighting, accessibility, possible assault sites, surveillance and maintenance in all public spaces.
*Due to shared IP, I will only be exploring the app development and not the government proposal partnership side of the solution.
There needs to be an ongoing effort in the marketing, monitoring and accountability for current initiatives as well as liaising with the government to make it an official implementation.
Taking this into stride, we decided on a solution consisting of an app to directly help women feel safe and campaign to spread awareness and build a community. Backing these two, is a government proposal working in tangent, focusing on regular monitoring of conditions such as lighting, accessibility, possible assault sites, surveillance and maintenance in all public spaces.
*Due to shared IP, I will only be exploring the app development and not the government proposal partnership side of the solution.
Ideation
Ideation
Research: Competitor Analysis and Interviews
Research: Competitor Analysis and Interviews
Women safety apps are not new concept however they are widely standalone and as our research suggested, they can’t make an impact by themselves. We investigated the core strengths and features of current applications to determine our direction for prototyping.
Women safety apps are not new concept however they are widely standalone and as our research suggested, they can’t make an impact by themselves. We investigated the core strengths and features of current applications to determine our direction for prototyping.
These reinforced our insights for prioritising prevention and were on the right track. Hence, I developed what I coined, ‘multiple layers of security.’ It would consist of intervening in multiple areas through an app supported by a campaign while further seeking partnerships in the long term.
These reinforced our insights for prioritising prevention and were on the right track. Hence, I developed what I coined, ‘multiple layers of security.’ It would consist of intervening in multiple areas through an app supported by a campaign while further seeking partnerships in the long term.
Layers of Security
Layers of Security
Design: Lo-Fi Wireframes
Design: Lo-Fi Wireframes
MyGov
MyGov
By connecting the user’s MyGov account to HERD, we take this first step to screen and verify the Invisible Buddy’s identity.
This first layer of safety is designed to hold the Invisible Buddy accountable, avoiding misconduct and misbehaviour on the app with their personal data and information recorded.
Simultaneously, utilising MyGov as HERD’s base verification system allows Invisible Buddies to authenticate themselves without the need to release sensitive details such as passports or driver’s licence numbers.
By connecting the user’s MyGov account to HERD, we take this first step to screen and verify the Invisible Buddy’s identity.
This first layer of safety is designed to hold the Invisible Buddy accountable, avoiding misconduct and misbehaviour on the app with their personal data and information recorded.
Simultaneously, utilising MyGov as HERD’s base verification system allows Invisible Buddies to authenticate themselves without the need to release sensitive details such as passports or driver’s licence numbers.
Safety Modules
Safety Modules
This second layer of safety is designed to train and educate the Invisible Buddies on three important aspects of the app. Only through completing this triple-layered process can the Invisible Buddies activate their account and use the app.
This second layer of safety is designed to train and educate the Invisible Buddies on three important aspects of the app. Only through completing this triple-layered process can the Invisible Buddies activate their account and use the app.
Invisible Buddies
Invisible Buddies
A research paper titled ‘Exploring the viability of walk-sharing in outdoor urban spaces’ by the University of Melbourne investigated the mathematical and statistical success of walk-sharing, matching pedestrians so that they can walk together instead of walking alone.
The team took this as inspiration to create a similar initiative, coined ‘invisible buddies’. The Buddies’ Invisibility, is a third layer of security where buddies can seek support and assistance from other buddies while staying entirely anonymous.
A research paper titled ‘Exploring the viability of walk-sharing in outdoor urban spaces’ by the University of Melbourne investigated the mathematical and statistical success of walk-sharing, matching pedestrians so that they can walk together instead of walking alone.
The team took this as inspiration to create a similar initiative, coined ‘invisible buddies’. The Buddies’ Invisibility, is a third layer of security where buddies can seek support and assistance from other buddies while staying entirely anonymous.
Usability Testing and Refinement
Usability Testing and Refinement
Design: Lo-Fi Wireframes
Design: Lo-Fi Wireframes
I ran an usability study on several stakeholders who frequent the Central/Haymarket public transport area on these key features. All were well received however, there were a few refinements needed in other parts of the user experience.
I ran an usability study on several stakeholders who frequent the Central/Haymarket public transport area on these key features. All were well received however, there were a few refinements needed in other parts of the user experience.
Be Safe and Avoid Danger Zones
Be Safe and Avoid Danger Zones
Initially, HERD’s in-built map allows users to drop pins on places where they felt unsafe and safe , designed with the intention to help them navigate through unfamiliar places and areas in the city.
However, after feedback, I integrated a new toggle that also showed areas with active monitoring from actual CCTV locations. The combination of these two provided users with greater safety information and options.
Initially, HERD’s in-built map allows users to drop pins on places where they felt unsafe and safe , designed with the intention to help them navigate through unfamiliar places and areas in the city.
However, after feedback, I integrated a new toggle that also showed areas with active monitoring from actual CCTV locations. The combination of these two provided users with greater safety information and options.
Ally Dashboard
Ally Dashboard
When I explained the community aspect of our solution to testers, they wanted a feature dedicated to sharing stories and communicating with other women. Further, staying true to our mission strength in numbers, users can see the amount of allies around them, to reinforce the community behind them.
When I explained the community aspect of our solution to testers, they wanted a feature dedicated to sharing stories and communicating with other women. Further, staying true to our mission strength in numbers, users can see the amount of allies around them, to reinforce the community behind them.
Prevent vs SOS Activation
Prevent vs SOS Activation
Linking back to our desk research of other competitors, many used SOS signals for incidents occurring. However, as we were intervening in the prevent stage, I opted for a less intimidating tone that also matched our brand identity more.
Linking back to our desk research of other competitors, many used SOS signals for incidents occurring. However, as we were intervening in the prevent stage, I opted for a less intimidating tone that also matched our brand identity more.
Design: User Flow
Design: User Flow
Final Designs
Final Designs
Getting started
Getting started
Creating Account
Creating Account
Zone Map
Zone Map
Safety Portal
Safety Portal
Invisible Buddy
Invisible Buddy
Ally Dashboard and Profile
Ally Dashboard and Profile
Final Designs
Key Results
Key Results
I designed a functioning prototype and demoed the app to audience members, Industry Partners and tutors. We received the 2nd highest marks across the cohort of 50 teams, as well as multiple compliments for our presentation.
The team acknowledges that there is no ‘one-solution-fits-all’ approach when it comes to safety. HERD concluded that the solution proposed is preventative and the aim of the campaign was to raise awareness and make women's safety on public transport a priority for Sydney Transport.
I designed a functioning prototype and demoed the app to audience members, Industry Partners and tutors. We received the 2nd highest marks across the cohort of 50 teams, as well as multiple compliments for our presentation.
The team acknowledges that there is no ‘one-solution-fits-all’ approach when it comes to safety. HERD concluded that the solution proposed is preventative and the aim of the campaign was to raise awareness and make women's safety on public transport a priority for Sydney Transport.
“Well-done on your teamwork and on the prototyping and developing the invisible buddy system and a comprehensive app! Your innovation journey, along with primary and secondary research, is substantial, well-designed, and impressive. You've approached this project with a transdisciplinary perspective—employing rigorous research, maintaining an open mind, engaging in critical and creative thinking, and fostering excellent teamwork. You’ve critically evaluated your project’s needs and the impact was evident in your presentation. ”
Leila Khanjaninejad
PHD Transdisciplinary Tutor
Key Takeaways
Key Takeaways
HERD was the biggest project I had do so far at the time and I took all the responsibility to focus on the app prototype. This allowed my team to focus on the other important components of the project and preparation for the pitch event.
Handling security and privacy
Clear and well-thought out interactions were pivotal in addressing these major concerns as several audience members and industry professional brought this situation to light. Designing this in mind allowed me to confidently address and appease their concerns.
Conveying ideas to an audience
Before this project, I was never given a proper opportunity to present products to large groups. I didn’t fully know what to expect and so I made sure I knew everything about the app as well as our problem space to deliver a short but concise demonstration to multiple people at the same time.
HERD was the biggest project I had do so far at the time and I took all the responsibility to focus on the app prototype. This allowed my team to focus on the other important components of the project and preparation for the pitch event.
Handling security and privacy
Clear and well-thought out interactions were pivotal in addressing these major concerns as several audience members and industry professional brought this situation to light. Designing this in mind allowed me to confidently address and appease their concerns.
Conveying ideas to an audience
Before this project, I was never given a proper opportunity to present products to large groups. I didn’t fully know what to expect and so I made sure I knew everything about the app as well as our problem space to deliver a short but concise demonstration to multiple people at the same time.
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