I was the Lead UX/UI Designer on Safe to Talk, a new website developed for the Ministry of Social Development to support people affected by sexual harm in Aotearoa. The project was focused on creating a safe, accessible, and culturally sensitive experience for a wide range of users — many of whom reach out online as a first, discreet step in seeking support.
Safe to Talk Website
Project background
Brief
Design a trauma-informed, user-friendly website to provide 24/7 access to information and trained specialists.
Context
For many users, especially those in unsafe or monitored environments, the web is the most discreet and immediate source of support.
My Role
Lead UX/UI Designer – responsible for IA, accessibility, culturally responsive design, and overall user experience.
We identified a broad and diverse audience: people seeking help for themselves or others, those concerned about their own behaviour, and anyone affected by sexual harm. It was essential to design a digital space that was safe, respectful, and inclusive.
We ran multiple rounds of IA testing and gathered feedback from a wide client group. Key considerations included ensuring accessibility (meeting AA standards), building in safety features like a quick-exit button, and offering content tailored to specific groups — including Māori, Pasifika, LGBTQIA+, men, and migrant communities.
We also tackled a common gap in understanding by clearly defining what sexual harm is — using plain language and relatable content that feels inclusive, not clinical.
Discovery & Strategy
The design focused on simplicity, safety, and trust. I used micro-interactions to add calm, subtle feedback throughout the journey, avoiding anything that might feel overwhelming or triggering.
Navigation was made intentionally clean and supportive, helping users find the right path — whether they were ready to talk or just looking to understand more. We avoided stereotypical imagery, ensuring visual representation of all audiences.
The experience is fully accessible, culturally responsive, and designed to build rapport — including features to help identify returning users while respecting privacy.
UX & UI Design
Outcome
The final product is a user-centred, culturally inclusive website that meets people where they are — offering access to support via phone, text, online chat, or web at any time. It’s designed to feel safe, private, and relatable, with clear, accessible content and a calm, supportive interface.
Two months post-launch, early analytics showed strong engagement, with most user journeys ending in a meaningful connection with the service. The Ministry of Social Development and their partner support organisations are extremely pleased with the result.
We’re proud and honoured to have contributed to the delivery of Safe to Talk — a platform that’s already making a difference for people seeking support in Aotearoa.
