Let’s Stay Neighbors
Almost 30,000 Detroiters qualify for the city’s Property Tax Exemption Program, but only about 6,000 people apply every year. We were approached by Neighbor To Neighbor and Rocket Companies (previously Quicken Loans Community Fund) to understand how we could spread the word, and help Detroiters apply for this program through improvements and innovative methods.
Sarah Cremering, Yasmin Ali, Josh Krauth-Harding, Will Callis, Erica Heathcote, Matt Nielsen, Tracee Hartley
CLIENTNeighbor To Neighbor, Quicken Loans Community Fund
TIMELINE
3 months
What do we know about Property Tax Exemption?
Before we started, we did not know anything about property taxes or the exemption policy. So we sought out to uncover the context by looking at Detroit through a historical and systemic lens. We took many deep dives to understand the application process from different perspectives.
What can we learn from people who have been through this process before? What about people who will benefit from it?
One of our guiding principles in this project was that we are not the experts but rather, we are learning from people who have been through this process. We attended a volunteer-led workshop, we also took part in cold-calling people about Property Tax Exemption, interviewed residents and built relationships with them.
Our biggest themes — Trust & Access.
We identified different research themes that spanned across awareness, access, trust, stigma, language and safety.
However, many of these themes correspond to the lack of trust in the policy, and the lack of resources to finish the application.
To increase awareness of PTE, to strengthen Neighbor To Neighbor and help those who need it — we unified Neighbor To Neighbor’s identity through branding and campaigning. We also defined other deliverables using user stories including a newly designed PTE application form and a DIY application kit.
First iteration & feedback loops
Our first round of presentations to our stakeholders — Neighbor To Neighbor organizers, Quicken Loans Community Fund, Detroit City Council and resident Detroiters — was an informal walkthrough of our process (crazy walls with many notes and drawings) as well as some initial prototypes of deliverables. We proposed the following;
Brand & Campaign
A loud and bold identity that empowers people to take charge of their homes and encourages them to apply for PTE — this was our vision for Neighbor To Neighbor.
We also wanted to be strategic about our campaign, using social media, wheat paste posters, grocery bags, volunteer identification and radio ads.
DIY PTE Kit
A Do-It-Yourself Kit inclusive of resources (bus routes, notary lists and workshops in the are) and dates to remember to fill out the Property Tax Exemption applications from the comfort of their homes. This would mean less going out to collect paperwork, and directly mailing it in to the location.
Guided PTE form
The complex and jargon-y language of the original PTE form makes it difficult for people to understand how to fill it — and almost impossible for those who have a different first language. We worked under the guidance of The Work Department to create instructions using simple words which would aid ESL speakers in comprehension
Neighbor To Neighbor’s new identity
Inspired by the grid system of Detroit’s neighborhoods, infused with bold lettering while keeping the mark from the old identity, we presented the new vision for Neighbor To Neighbor.