Unseen UK- Service design & strategy report for Improving the Modern Slavery & Exploitation Helpline
Role
Service Designer, UI/UX designer
Team
Joelson Leal, Sanjana Shah
Duration
Jan - April 2025
What is Unseen Uk?
Unseen UK is a non-profit organization working to eradicate modern slavery and support survivors. we explored how service design can enhance Unseen’s impact across three core areas:
1
Brand Visibility & Public Engagement
2
Improving the Modern Slavery and Exploitation Helpline
3
Fundraising Strategy Rework
Impact and benefit
More calls & reports
Easier access means user can find the helpline details easily more people will
seek help
Encourages Reporting & Manages Expectations
Users know when to expect a response, which will encourage to submit a report rather than hesitating.
Improves Trust & Credibility
Transparency about response times reinforces Unseen’s reliability and commitment to action.
Low-cost
fix
Simple UI changes require minimal investment but brings great impact in engagement.
Impact and benefit
Reduces Lost Support Opportunities
Every unanswered call is a missed opportunity. With IVR, more users get the support they need.
Enhances Credibility & Trust
Unseen UK will be perceived as reliable organization that ensures no call for help goes unnotice.
Low-cost solution
IVR systems like Twilio or OpenPhone offer affordable plans with initial credits for non-profits.
Empowers survivors
Ensures they have control over receiving a callback. They can request a callback and be assured of a response.
Impact and benefit
Faster responses
Advisors no longer waste time looking for key information.
Easy to update content
Shared knowledge base makes it easier to add or update the information
Easy Implementation & low cost
Cloud storage solutions offer nonprofit discounts or free tiers. Chat-gpt bot starts with $ 25/Month.
Impact and benefit
Reduces advisor workload
No need to frantically write notes while listening.
More accurate & faster case entry
Speech to text captures everything, reducing human error. Summarized notes can be directly logged into Salesforce.
Integration with tools
Notta has integration with tools like salesforce and Notion
Low-cost solution
Many AI tools offer free trials or charity discounts.
Notta- $14.99/ month
How helpline operates?
We interviewed helpline operator to understand how helpline operates and what are the problems faced by them
Key Findings
How might we
How might we optimize the Unseen Uk helpline to improve efficiency and support for both caller and advisor?
Improve Visibility of Helpline on website
We identified several areas for improvement on the website that could help improve the visibility of the helpline.
Reduce the unanswered calls
If a call is missed, Unseen UK cannot call back without explicit consent, leading to lost opportunities for support.
Quick access to help documentation
Helpline advisors search for relevant document to offers guidance or referrals while actively listening on call. This could be simplified by creating a centralised, searchable digital knowledge base with quick-reference materials.
Note taking while active listening
Advisors struggle to balance active listening and note-taking, leading to missed details or time-consuming case documentation.
Use AI-powered speech-to-text transcription like Notta to assist helpline advisors in capturing key details during calls.
This case study explores this focus area
To solve the identified problems we provided below solutions after extensive research
Solution
Access to helpline information
Caller’s consent
Note-taking
Not utilising banner space
No visible helpline information after first fold
Reposition the "Report concerns online" button to an eye-catching location based on eye-tracking research. And moving the “member log in” CTA inside hamburger menu. (F-Shaped Pattern For Reading Web Content, N-N group).
Adding an estimated response time for the online report form
Use IVR (Interactive Voice Response) to let callers press a key to request a callback.
Read detailed tech audit report
we conducted a usability assessment of the online reporting form and donation journey and suggested improvements. Read all the details in Tech Audit report
1
Use Google Drive or Notion (both have free tiers) to store and categorize resources.
2
Structure content by common call scenarios (e.g., victim support, law enforcement inquiries).
3
A custom chatbot trained on existing helpline resources to provide instant responses to common queries.
Solution
Solution
Solution
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Portfolio by AARTI SAPKAL
UX UI Designer