Uniting Community and Law Enforcement to Tackle Traffic Enforcement Disparities

Introduction

Connecticut is grappling with a significant problem in its traffic enforcement system - racial and ethnic disparities. To address this issue, the Connecticut Racial Profiling Prohibition Project (CTRP3) was created. Their goal is simple: to inspire positive change, advocate for justice, and give a voice to those affected by racial profiling. This case study takes a closer look at how the CTRP3 website is tackling the problem, detailing their objectives, research methods, and collaborative initiatives educate, empower, and spark positive change regarding racial profiling in traffic enforcement.

The Problem

Connecticut's traffic enforcement system faces the critical issue of racial and ethnic disparities, necessitating the creation of a collaborative and informative platform to unite communities and law enforcement in combating the problem of racial profiling.

Goals

User Goals

• Provide an informative and engaging platform that educates users on racial profiling in traffic enforcement.
• Offer easy access to resources, research findings, and educational materials related to the issue.
• Create an intuitive user experience that encourages exploration and understanding of the problem.
• Foster a sense of empowerment and advocacy among users to combat racial profiling.
• Ensure accessibility and responsiveness on various devices for a diverse audience.

Organization Goals

• Establish a visually captivating and user-friendly website to promote its mission and values effectively.
• Facilitate collaboration and dialogue between community stakeholders and law enforcement agencies.
• Amplify the organization's impact by providing comprehensive resources and research findings.
• Spark a movement towards the elimination of racial profiling in traffic enforcement.
• Serve as a catalyst for positive change and inspire ongoing efforts to combat injustice.

CTRP3 aims to inspire positive change, advocate for justice, and amplify the voices of those affected by racial profiling, ultimately working toward a more equitable and just future.

Research

The initiative aimed at tackling racial profiling in Connecticut's traffic enforcement began by assessing the initial needs of the community. This involved a thorough review of existing data, community experiences, and law enforcement practices, in close collaboration with the CT Data Collaborative, an organization with valuable research resources. Subsequently, the project gathered and analyzed data on various aspects of traffic stops, including the demographics of those stopped, reasons for stops, and their outcomes, with the goal of uncovering patterns and disparities.

To gain a deeper understanding, surveys and interviews were conducted to capture qualitative insights from community members, law enforcement personnel, and other stakeholders. Furthermore, a review of the legal framework pertaining to traffic stops and racial profiling in Connecticut was an integral part of the research. Engaging with the local communities played a central role, allowing the project to identify key findings that would inform its strategy and content. The CT Data Collaborative provided essential support in visualizing the data, ensuring that the project's key findings were presented in an accessible and compelling manner.

Demographics

• Diverse in terms of age, with a focus on individuals aged 18 and above.
• Gender inclusivity was an important goal, both male and female visitors, and individuals who identify outside the gender binary.
• Needs to cater to a wide range of socio-economic backgrounds as income levels vary across the state.
• Audience may consist of activists, community organizers, policymakers, researchers, and concerned citizens.

Target Market

• Individuals involved in traffic stops
• Individuals in Connecticut and the state's 94 municipal police departments and state police
• Law Enforcement Agencies
• Policymakers
• General Public

Creative Direction

The creative journey commenced with a thorough grasp of the project's core mission: combating racial profiling in traffic enforcement and forging unity between communities and law enforcement. The design direction was meticulously crafted to harmonize with these goals, which sought to inform, empower, and inspire users and the organization alike. This entailed placing a priority of user-friendly design to educate users about racial profiling, provide seamless access to resources, and kindle a spirit of advocacy.

Strategy Highlights

Mission Clarity: The rebrand strategy aimed to clarify and reinforce CTRP3's mission to address racial profiling in traffic enforcement and unite communities and law enforcement. This was essential to ensure that the brand communicated its purpose effectively.

Consistency and Cohesion: A major part of the strategy was to ensure that all brand elements were consistent and cohesive. This involved the development of brand guidelines that would govern the use of the brand across various platforms.

Evolution, Not Revolution: The rebranding strategy aimed to maintain some continuity with the old brand while introducing fresh and modern elements. This helped to retain some of the existing brand recognition.

Adaptability: The strategy also considered the need for adaptability, ensuring that the rebrand could be applied across different media and platforms effectively.

Simultaneous Rebrand and Site Redesign

We embarked on an exciting journey to simultaneously rebrand and redesign the CTRP3 website under a tight timeline. It was a challenge, but it's also an opportunity for us to hone our communication skills. To succeed, we developeda cohesive strategy that focused on maintaining consistency and shared vision for both aspects of the project. Here's how navigated this:

Alignment and Vision

• Ensured teams understand the project's goals and objectives.
• Established a shared vision document for both rebranding and website redesign.
• Maintain regular cross-functional team meetings to review progress and align with the shared vision.
• Maintain consistency in the design brief for both rebrand and website design.

Cross-Functional Collaboration

• Created cross-functional teams that combined expertise from rebranding and website design.
• Encouraged cross-feedback between teams to ensure integration of brand identity into the website.
• Appointed a project manager or coordinator overseeing both aspects to ensure cohesion.
• Involved stakeholders and partners in the review process to ensure alignment with objectives.

Design and Brand Elements

• Developed comprehensive brand guidelines to govern brand elements' usage across the website.
• Created mood boards and prototypes that incorporate the brand identity and seek feedback.
• Aligned timelines for the rebrand and website redesign to progress in tandem.
• Conduct user testing to gather feedback on both brand identity and website design for consistency and user-friendliness.

Iterative Approach and Quality Assurance

• Embrace an iterative approach to make adjustments based on feedback and evolving requirements.
• Conduct a final review before launch to ensure alignment with the shared vision.
• Encourage adherence to brand guidelines and maintain consistent brand elements throughout website development.

Research and Analysis

We conducted thorough research to comprehend our target audience, the issues related to racial profiling, and the project's goals. This involved studying existing reports on racial profiling, interviewing community members, law enforcement professionals, and researchers. Using these insights, we created diverse user personas, such as "Community Advocate Amy" and "Law Enforcement Officer John," to represent the website's various visitors and their specific needs.

Information Architecture and Wireframing

We developed a clear information hierarchy to categorize content logically, aligning with user personas' needs. Primary navigation categories included "Research," "Resources," and "Community Stories." To visualize layout and functionality, we created wireframes, ensuring content organization and easy navigation. For example, a wireframe for a resource library included filtering options.

Prototyping, User Testing, and Visual Design

Using our wireframes, we crafted interactive prototypes, like the homepage with dynamic search functionality, to simulate user flow and interactions. Valuable feedback was obtained through user testing, pinpointing the necessity for prominent calls to action and a more streamlined navigation system. We ensured the website was responsive to various screen sizes and devices, making it accessible to a wide range of users. In alignment with accessibility standards, we provided alt text for images and ensured high color contrast for enhanced readability. We included feedback forms and contact options to gather user input for iterative improvements.

Performance Optimization

We optimized the website's performance for fast loading times, enhancing the user experience. After the launch, we continued to monitor performance, gather user feedback, and make data-driven improvements over time.

Reception and Outcomes

Successes

The project was well-received, with community members actively using the website to access educational resources, coordination for meetings, and engaging in dialogues about racial profiling. The project effectively facilitated collaboration between community stakeholders and law enforcement agencies, leading to open dialogues and joint efforts to address racial profiling.

Media coverage highlighted the project's achievements, drawing public attention to the issue of racial profiling in traffic enforcement.

The project's research and advocacy efforts influenced policy changes, leading to the implementation of measures aimed at addressing racial profiling. New legislation was enacted at the state level, incorporating recommendations from the project's research and findings.

• Success in raising awareness about racial profiling issues in traffic enforcement.
• The establishment of a platform for collaboration between communities and law enforcement.
• The dissemination of research findings and educational resources.
• Empowerment of community members with the knowledge to advocate for justice.

Challenges

The project faced challenges, including resistance from certain law enforcement agencies and criticism from groups or individuals who disagreed with the project's objectives. Some law enforcement agencies questioned the project's methodology, while critics argued that it overreached in its mission.

• Overcoming resistance or skepticism from some law enforcement agencies.
• Balancing the diverse needs and perspectives of various stakeholders.
• Ensuring the accuracy and integrity of data and research findings.
• Maintaining ongoing engagement and support from the community and partners.

Impact of the Organization

An audit found that between 130 and 311 Connecticut state troopers entered false or inaccurate traffic ticket information in the racial profiling database between 2014 and 2021. This resulted in tens of thousands of tickets being overreported or underreported. The discrepancies skewed the state's racial profiling data to make it appear that troopers stopped more white drivers and fewer drivers of color than actual. Two top officials overseeing the state police are stepping down and the department is facing investigations and calls for reforms in the wake of this ticketing scandal. The scandal has seriously damaged public trust in the police.

Source: Governing.com - Amid Ticketing Scandal, Connecticut Police Face Crisis of Trust

Design is the bridge that unites purpose and impact, transforming pixels and colors into a platform that empowers, educates, and advocates for a more just and equitable world.

Summary

The design team successfully created a brand identity that used the State of Connecticut silhouette and brand colors strategically. This cohesive identity was applied across various website elements, reinforcing the project's mission. For example, the Connecticut silhouette was used as a background element on the homepage, evoking a regional connection.

The website's design achieved user-friendliness by providing intuitive navigation, clear content categorization, and responsive design. Specifically, the use of dropdown menus and filters in the resource library made content easily accessible. The design effectively communicated the project's mission through the use of visuals, color psychology, and typography. For instance, green and blue colors were used strategically to convey growth, trust, and formality.

The design successfully accommodated diverse user needs, catering to community members seeking resources and law enforcement professionals interested in data and research findings. For example, the design allowed for clear navigation to both research reports and community stories, meeting the needs of different user personas.

Want to learn more - check out the Connecticut Racial Profiling Prohibition Project.