Client: New Zealand Police | Platform: Web | Role: Experience Design Lead (UI/UX) | Year: 2018
ChatCops is a recruitment Questions and Answers platform where potential police candidates can ask questions about career, life or the recruitment process in the New Zealand Police.
These questions are then answered in a video format by a Police officer and then uploaded to the platform for the public to consume.
What we wanted to achieve
When we set out with ChatCops We wanted to create a unique platform that gave the New Zealand Police the ability to service and inform potential candidates in a way that no other government agency could.
We wanted to create something that was more human and spoke to the candidate as opposed to making them search endlessly through FAQ’s that lacked a voice.
Who we designed for
ChatCops was designed around 4 key customer groups;
New Zealanders that are considering starting a career in the police but still have questions about what a career with them is like.
Family & Friends
Those that are close to the candidates who may have concerns and questions about what a career in police maybe like for their family member or friend.
Maori and Pasifika candidates
As part of a wider business goal to increase the amount of diverse applications in the police force.
Those that have a general interest in police and could perhaps be turned into a candidate through consuming the content on the platform.
How we designed, tested and built
During the initial phase of the project was spent researching the existing motivations, perceptions and pain points that candidates & their families go through during the recruitment process this was done through discovery based interviews.
After the initial round of interviews we were able to identify these key-points;
Real people talking to their questions, nothing scripted.
Keeping it human
The platform would need to speak to me and come from someone that I can identify with.
Keep things short and sweet, I don’t want to have to watch a video and then research further.
Knowing these things we were then able to start prototyping several versions of the platform these varied from a live stream concept in which users could select and officer who would be on the platform at that time to answer questions through to a more traditional Q&A experience in which a user could send a question and get a tailored answer.
These prototypes were then taking to another round of testing in which the participants involved interacted with the prototypes to see what concept that preferred.
Unsurprisingly to us people loved the livestream concept and the idea of being able to interact and ask questions to an officer in the moment. However due to some project restrictions we had to pivot from this concept and explore a concept that was mix of the Live video meets traditional Q&A.
This final concept focused on giving candidates the ability to ask text questions to a nominated officer and then that officer would record a response to that question, this response would then be uploaded to the platform. This was then taking out for one last round of test to validate this new flow and we found mostly positive results to it even though the live element had been removed the presence of actual officers answering questions still generated that level of authenticity that candidates & their families were after.
Following this round of testing we then moved through to the design phase of the project which progressed rapidly so that the platform could be available for the public at the same time as the campaign launch.
How it all ended up
The initial launch of ChatCops saw significant traffic with 4.5k visitors and over 15,000 views across the first set of videos.
While the success of the platform is a great outcome, the major positive was the resulting positive shift in perception of a career in the police which has come through the authentic conversation approach.