8 min read • 2024
Reviving RSL Queensland
For over 100 years, RSL Queensland has been dedicated to relieving the distress and suffering of veterans and their families.
But by 2024, RSL was rapidly losing relevance.
Imagine being a veteran in crisis, desperately searching for help, only to face a digital maze that leads nowhere. This was the reality for thousands of veterans turning to RSL Queensland, an organisation that provides crucial housing and employment support to Defence service men and women.
By 2024, RSL's digital presence had become their Achilles' heel. While their mission to support veterans remained unchanged since WWI, their website seemed stuck in a different era entirely.
For veterans seeking urgent assistance, this wasn't just frustrating - it was potentially devastating. Many would give up and turn to alternative services, exposing themselves to scams or flooding RSL's phone lines in desperation.
The website wasn't just outdated - it was actively working against veterans.
With ambitious plans to expand their reach and impact by 2030, RSL Queensland needed more than a website update - they needed a digital transformation
Challenge
Repositioning veterans at centre
We had one clear mission - to strip away the digital barriers and show who RSL is and what they stand for. We wanted to create a place where a young veterans could easily find support at 2 AM, where a military spouse could connect with others who truly understand their journey, and where decades of service could be honoured with respect.
Our goal was to create an inclusive resource for veterans and families seeking support, belonging, and recognition.
I led the workshops in the initial weeks for engagement. For the rest of the project, I partnered with the EY design lead to organise and conduct the remaining user research. I guided the team on the design system and initial website concept creation.
Ecosystem mapping
Understanding who interacts with RSL
RSL Queensland wasn't just complex - it was a Russian nesting doll of services, processes, and relationships. Each time we asked a simple question, we magically gained 10 more.
RSL's key stakeholders - the people who guide veterans through transition - held the insights we needed. So we transformed our branding workshops into focused sessions, untangling RSL's ecosystem of relationships and impact
Our first stop was Ecosystem Mapping. Which gave us the blueprint for identifying who we really need to consider in our design, and how they interact with RSL Queensland.
Our research revealed a stark truth: veterans don't fit one mold. Their interactions with RSL fall into three distinct patterns, with two groups wielding the most influence.
Core Collaborators
Members of their local RSL Sub Branch, who actively volunteer, organising events and wellbeing programs. They interact with RSL and the site regularly.
Periodic Partners
Engages on an as need basis—attending Anzac Day events or finding scholarship programs for their children. They may also interact with sub-branch volunteers.
The third tier—occasional associates—which, aside from being a great name for an indie rock band in the early 2000s, defines RSL's non-essential stakeholders.
Understanding the scope
Figuring out how we can make the most impact
The workshop uncovered four key veteran journeys with RSL. These paths guided our journey mapping and design priorities.
Accessing help from or through RSL
Finding information about attending commemorative events, like Anzac Day
Seeking a community to belong to after service
Becoming a member at a sub-branch
A key insight emerged - Whether online or in-person, RSL's services always led back to their website.
It wasn't just a digital brochure—it was the central hub connecting veterans to every RSL service, sub-branch, and partner organisations such as ESO's.
Interviews
Understanding the Real Problem
We now understood what was happening but needed to discover why. To find out why veterans were struggling, we dove deep: 24 interviews in two weeks with veterans and families, focusing on those RSL needed to reach better.
"I need to see the real-life experiences of those who have received support"
Time and again, the interviews highlighted a desire for representation from RSL; this was paramount in their decision to use RSL's programs and services. Many interviewees felt that RSL was an ‘Old Man's Club,’ and this lack of representation and personal peer support deterred them from engaging with RSL or considering their services.
"Lots of veterans do not seek help - It's the partners looking for answers."
The largest group feeling misrepresented spouses of veterans. Spouses report lacking sufficient defence context to navigate the site. This is a serious issue—data shows it's often the veteran’s partner who navigate on behalf of the veteran.
"The perception is that RSL does not do enough to support families."
RSL is not viewed as a family-friendly organisation, despite offering many programs; this is exacerbated by the current site. There is little mention of what RSL does for dependants. Family demands often require spouses to find more detailed information, such as facilities or services like pokies, to feel secure. More often than not, this information is lacking on the site.
Deeper insights
This all boils down to one thing: Users want greater transparency
This theme came up time and time again. If you don’t want to read the brief summary on this, you don’t have to. I won’t quiz you.
Impersonal Sub Branches
Pages felt impersonal and lacked space to showcase the ‘story and services offered,’ often times leading the sub-branches themselves to create separate sites.
No reason to become a member
Interviewees mentioned they didn’t understand the benefits of membership. In fact, the site ‘didn’t explain the difference between RSL sub-branches and RSL Queensland.’
Confusing DVA Claims Process
Interviewees couldn't understand what the DVA process truly was like with RSL, Consquently, those who knew RSL could help them often delayed reaching out ‘since it wasn’t clear which way to go.’
Embarrassment around events
Without defence connections, people expressed embarrassment about ‘not knowing the answer to stupid questions’ like where to stand or what to wear, preventing them from attending.
Redesign
Introducing the New RSL Queensland Site
The design cuts through complexity to answer one vital question: "What can RSL do for me?" Complex information becomes instantly scannable, helping veterans find exactly what they need.
Making the Complex Coherent
We centralized all RSL's services into one intuitive hub, matching how people naturally seek help. No more scattered information—just one clear path to support - 'one central and easy process that pulls everything into one space.’
Making Decisions Easier
RSL Queensland alleviates the burden of sourcing relevant information across different sites and social media, providing a single, accessible page that can be customised by the sub-branches to reflect their needs and desires.
Highlighting the Defence Voice
User data showed defense stories resonated deeply, with much lower bounce rates. So we wove service members' authentic voices throughout the site, making every page more engaging and relatable.
Transforming the Information Architecture
The old site was like a secret code—great if you spoke RSL, baffling if you didn't.
Our card sorting and white site testing uncovered a critical truth: veterans and civilians were speaking different languages while seeking the same help. This insight became the blueprint for a an IA and page structure that finally speaks both languages.
Getting the Information You Need Fast
We redefined the search functionality with updated filters that reflect how users process and categorise information. Users can now filter based on demographic or service.
Journey Maps
Mapping the Story
To ensure the site reflected the genuine process users undergo when interacting with RSL Queensland, we needed to map out various steps. User journey maps were the ideal choice, as they highlight key touchpoints, pain points, and opportunities for optimisation.
A challenge in creating these maps was documenting the various methods of interaction with RSL. We found that most interviewees followed a hybrid process, often conducting initial research online before making a decision with a social component.
Personas
Putting a face to the problem
We turned interview patterns into focused personas, grounding our findings in real veteran experiences. Our personas share common threads of seeking health and wellness resources, peer support, and meaningful ways to honour their service.
Midway through creating the personas, RSL expressed interest in developing a persona for a higher-needs veteran. In response, we pivoted, engaged more interviewees, and consolidated our findings into Alex, a veteran transitioning back to civilian life. Used to the rigid routines of defence, Alex finds himself lost without the military community.
Outcome
Massively improving how RSL is percieved
Although not yet launched, RSL Queensland’s redesign site has been celebrated by RSL and veteran community. Early feedback celebrates both the intuitive structure and contemporary design, marking the sites power in making a clear shift in how RSL is perceived digitally.
Seeing all our services laid out so clearly—it's the first time I've understood how everything connects. If it helps me see it better, imagine how much it helps veterans.
We were worried about losing our identity in modernization, but you've done the opposite. The site feels more 'RSL' than ever—just easier to use.
Seeing our support services laid out this clearly makes us proud of what we offer
This is what we've needed for years. The difference is night and day.
