Jigyasa Tuli

Optimizing for access through design

CONTEXT
Foreclosure is a chronic and systemic problem in Detroit where property taxes are high, housing remains vacant and the poverty level higher than the national average. The City’s Property Tax Exemption (PTE) program is a lifeline to many residents.

Almost 30,000 Detroiters qualify for the city’s Property Tax Exemption Program, but only about 6,000 apply every year.
Neighbor to Neighbor is a not-for-profit that serves Detroiters facing unfair foreclosure. They approached us to shape their narrative arc and help build an awareness campaign that would increase the number of beneficiaries.

IMPACT
Co-created a new modular brand strategy for Neighbor To Neighbor
Re-designed the application form with instructional fold-outs, approved by the President of Detroit’s City Council
Mapped out the process of applying for this policy and identified friction points of resident access
Neighbor To Neighor recorded a ~20% increase in applications for this policy compared to the year prior.

Detroiters at the heart of our design process

We went through all the documents given to us by Neighbor To Neighbor to build a basic understanding of their challenges, and also conducted a brand audit.

To best build foundational understanding, we did a deep-dive into the history of Detroit’s housing and what led to the initiation of the PTE program.

We also spoke to residents who had been through the application process. We cold-called to inform Detroiters about the program.

The informed key findings from this process for us to build on.

Building trust is key but access is a major bottleneck

I mapped out the end-to-end journey of someone filling in a PTE form and filing it successfully. From our resident interviews, building trust emerged as a key factor in the success of the PTE program, however, insufficient on its own.

Even if someone trusts the program, how do they access the application form? Do they know how to fill it? How do they deposit it into the program office?

Solving for trust does not automatically solve for access.
For that, we have to meet people where they are.

First ideas and establishing a feedback loop

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 application 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

Our studio walkthrough with some prototypes and proposals for Neighbor To Neighbor’s brand.

Some early iterations and notes about the re-designed application form

A prototype of a DIY Mail-In Kit

Other collateral to organize documents in one place and keep important dates and reminders upfront

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, this is the new vision for Neighbor To Neighbor.

Social Media & Motion

An important aspect of this identity was having a social media presence to stay connected.
I used bold colors and blocky motion to reiterate the essence of the brand.

[Increase volume]

Outreach

We created a number of different outreach assets that were scalable — from a public-
facing billboard, a radio-ad, to wheat-paste posters as well as branded gear for volunteers
and canvassers.

What I learned

When developing things for public services, it is important to consider both macro and micro contexts of their lived experiences to be truly able to design something accessible.

Trust is built over time through consistency — a brand refresh or strategy can give a headstart to the intent of building trust — but the system has to ultimately perform to start to earn it.

Final presentation to our stakeholders. (Spot me mid-sentence on the right!)

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