Victoria Police: Redesigning online crime reporting to reduce abandonment and improve data quality

CLIENT

Victoria Police

Victoria Police is the primary law enforcement agency of the Australian state of Victoria, serving over 6 million residents through emergency response, community safety, and crime prevention services.

BRIEF

Uplift the Police Assistance Line and Online Reporting system to increase digital uptake

Victoria Police engaged Conduct to redesign their online reporting forms for non-urgent incidents. With only 20% of requests received digitally and 40% of those requiring follow-up for missing information, they needed intuitive, user-friendly digital channels that would capture complete data the first time and reduce costly form abandonment.

The challenge

The Police Assistance Line and Online Reporting system manages up to 65,000 requests monthly, but form abandonment was pushing users toward phone channels at greater operational cost. The existing forms could not save progress, required duplicate information across fields, and offered fewer reporting options than the phone service.

Our approach

We conducted experience workshops and desktop research to understand user needs. We developed prototypes covering stolen property, property loss, and property damage scenarios, applying best practice UX principles including eliminating dead ends, setting clear expectations, and enabling users to save progress.

The solution was built on Salesforce’s OmniScript platform and aligned with the VicGov Ripple Design System for consistency with the broader Victoria Police website.

Conduct designers working on laptops in a research workshop session for Victoria Police

The outcome

The redesigned system launched in May 2025, introducing new digital forms for Theft of Motor Vehicle and Burglary that close the gap between phone and online reporting options. By enabling users to save progress and streamlining question flows, the system reduces form abandonment and keeps customers in digital channels.

Victoria Police now captures complete, accurate data on first submission, dramatically reducing the 40% of reports that previously required follow-up. The reusable component foundation enables Victoria Police to continue expanding their digital reporting capabilities, ultimately serving more Victorians through efficient, user-friendly online channels.