Lifeline.
The Covid-19 pandemic underscored the critical need for accessible mental health resources. As Australia’s most prominent crisis-support service, Lifeline observed a 500% increase in calls and a 20% growth in web traffic.
CHALLENGE
Though Lifeline specialises in crisis support, Lifeline recognised the necessity for aid beyond crises, and the need to broaden its services to cater to individuals at every stage of their mental health journey.
SOLUTION
Lifeline's Support Toolkit offers a solution to the challenge of accessible and effective mental health resources, by leveraging technology to offer personalised and evidence-based support. The Toolkit offers an inclusive and intuitive platform featuring easy-to-find content and resources.
Various pathways assist users in discovering relevant material by topic, type of support, current emotional state, and quick access to contact Lifeline directly.
The experience:
- Leverages clinical evidence to provide support: With a behavioral change framework, called the 'Wellbeing Journey Framework'. It is informed by Lifeline's expertise in mental health. This framework informs everything in the experience, from design through to content, and ensures that the tool not only meets users' needs but helps improve their mental health.
- Is optimised to quickly find varying types of support: Includes a unique quiz that enables users to identify the type of help they need quickly and easily, and is followed by a seamless transition to relevant pages, products, and services.
- Functions as a trusted one-stop-shop: It aggregates and curates the best tools and resources from the digital health ecosystem and bespoke in-house content. It supports those in need and aids those assisting someone in need.
- Has human-centered design at the heart: Validated through one-on-one interviews and testing with 42 Australians from diverse backgrounds who have lived experience with mental health challenges, and thoughtfully designed by a team including individuals with neurodivergent perspectives, ensuring inclusivity and accessibility to a wide range of users. It is endorsed by Lifeline's best-practice Lived Experience Advisory Group.
IMPACT
The Self-Support Toolkit offers a visually appealing and expertly executed product that advances user experience, setting a new standard for innovation in health-centirc digital design, with overwhelmingly positive end-user feedback, leading to a >300% increase in engagement. In addition, the Toolkit connected 1,502 users with crisis support officers and reached over 29,000 unique users in its first 3 months without marketing or promotion, exceeding Lifeline’s initial target of 15,000 in the first year.
This success increases brand value, and community standing, and generates a positive social and economic ROI.
“Help-seekers at all stages of their journey can come to Lifeline to access help on their own terms. It helps people to make sense of their experience and take active steps to manage their wellbeing.” — Colin Seery, CEO Lifeline
“I’ve been managing my substance misuse for years, this is the best resource of readily available advice I’ve ever seen.” — Site feedback
“I’t’s saved my life.” — Site feedback
CREDITS
EY Future Friendly
i. Maddison Rutter-Malley: Project Lead
ii. Oliver Bryant: Strategist & User Research
iii. Wendy San: Designer
iv: Shealan Forshaw: Developer
v: Imogen Kars: Copywriter
Lifeline i. Ben Ferrari: Head of Digital Product
ii. Marcel Jacobs: Experience Design Lead
iii. Dane Glerum: Director of Service Design and Delivery
iv: Rachelle Michalow: Clinical Practice Facilitator