UX Content Strategist
UX Content Strategist
Enhancing Safety & Wellbeing for Hamilton’s Business Community
Exploring the Role of UX in Civic Engagement
My Role //
UX Content Design Strategist
UX Writing
(as Community Engagement Coordinator)
Client //
Timeline //
2 Weeks
Figma
PowerPoint Google Workspace
Wordpress
Tools Used //
Project Overview
Addressing Safety & Resource Accessibility
“We’re tired of calling the police! What else can we do?”
BIA members repeatedly voiced concerns about safety within Hamilton’s downtown core. Many felt their only option was to contact the police, unaware of alternative resources available to them. These concerns surfaced through direct feedback, casual conversations, and stakeholder meetings, signaling a gap in accessibility to safety information.
To address this, I designed a Safety & Wellbeing Guide. A centralized, easy-to-navigate resource providing alternative safety contacts, city services, and crisis support options. Beyond content creation, I implemented UX-driven distribution strategies, ensuring seamless integration into the BIA’s digital ecosystem.
The Impact
Measurable Success
The guide represents an early step in a broader commitment to improving safety and accessibility in Downtown Hamilton.
Though not yet launched, it was developed in direct response to community concerns and informed by ethnographic insights. Once live, its success will be measured through BIA member feedback, usage analytics, and ongoing engagement with the businesses and residents it’s designed to support. Updates will be made as needed to ensure the guide continues to reflect evolving needs on the ground.
The Problem
Identifying Core Challenges
BIA members expressed ongoing frustrations regarding safety and wellbeing in the downtown core. Many felt their only option was to call the police, unaware of alternative community and municipal resources that could better address specific safety concerns.
Three key issues emerged:
Limited Awareness of Non-Police Safety Resources
Business owners lacked clear guidance on who to call for various safety concerns, such as mental health crises, property issues, or community disturbances.
Fragmented & Hard-to-Find Information
While resources existed across multiple city and community websites, no centralized document compiled the most relevant contacts for BIA members.
Gaps in Digital Accessibility & Visibility
The BIA website lacked a clear entry point for safety resources, making it difficult for users to find the information when they needed it most.
These challenges highlighted the need for a structured, user-friendly guide that would provide immediate access to the right safety contacts while improving discoverability and usability across digital platforms.
Research and Discovery
Understanding BIA Members’ Needs
⚠️ Translating Complex Feedback into Clear Solutions
One of the core challenges was distilling emotionally charged and wide-ranging feedback into a guide that felt both compassionate and actionable. Community members expressed safety concerns that spanned social issues, infrastructure, and enforcement, but often didn’t know who to turn to.
To address this, I focused on surfacing patterns, grouping concerns by theme, and clearly mapping each to the most appropriate point of contact or resource.
To ensure the guide was user-centered and actionable, I employed qualitative research methodologies:
🔍 Contextual Inquiry & Passive Observation
Engaged in ethnographic listening during BIA meetings, identifying recurring concerns.
Captured unprompted feedback from passing conversations to surface unmet needs.
"We see people in crisis, but there’s no clear way to get them the right help."
📊 Survey Analysis
Conducted a quantitative review of a pre-existing survey on safety concerns.
Applied affinity mapping to categorize top priorities and guide content structure.
73% reported customers or clients feeling uncomfortable or unsafe
📖 Competitive & Heuristic Research
Audited safety resource frameworks from other BIAs and municipalities.
Assessed content design, formatting, and information hierarchy to inform best practices.
Content Strategy & Information Architecture
Crafting an Accessible & Actionable Guide
With research insights in place, I developed a structured, digestible resource, ensuring:
✅ Content Hierarchy Aligned with User Priorities – The most requested information (alternative safety contacts) was positioned upfront.
✅ Brand & Voice Consistency – Maintained alignment with the BIA’s design system, voice, and organizational objectives.
✅ Clarity & Accessibility – Structured content for quick reference and ease of use across digital and print formats.
final product
Title
UX Implementation & Distribution Strategy
Optimizing Digital Navigation & Visibility
Recognizing that information is only useful if it’s easy to find, I prepared and implemented UX-driven distribution strategies:
Website Architecture Enhancements
Created a dedicated “Contacts” dropdown to surface key safety resources.
Designed a standalone page for the guide, ensuring a frictionless user journey. Ready to launch as the guide is approved.
Introduced a city contacts page, linking directly to frequently requested safety services.
Omnichannel Awareness Campaign
Drafted a blog post contextualizing the guide’s importance and outlining how to use it, pending publication.
Planned a targeted social media campaign to expand awareness beyond BIA members and reach the broader Hamilton community upon launch.
Impact & Key Takeaways
From Research to Community Resource
📌 Improved access to safety resources by consolidating contact information and clearly outlining non-police options for common concerns.
📌 Enhanced digital discoverability through revised site navigation and reorganized content architecture, making key resources easier to find.
📌 Laid the groundwork for stronger community trust by responding directly to public feedback and prioritizing clarity, compassion, and ease of use.
By integrating UX research, content strategy, and thoughtful distribution planning, this initiative established an intuitive, scalable framework for future civic engagement tools, positioning the BIA as a proactive community resource.
