The Brief:
To transform poor website accessibility and hard to reach information while creating a new brand identity to reflect Soho Housing’s unique position in London’s centre.
Role
Lead UX/UI Designer
Team
User Researcher
Tools
Miro, Figma, Adobe Creative Suite
1. Discovery
Comprehensive accessibility audit and user research revealed significant barriers for residents with access needs and varying technical abilities.
Key Actions and Discoveries:
- Conducted accessibility audit revealing major barriers for users with disabilities
- Interviewed residents with varying technical abilities to understand pain points
- Analysed website structure showing confusing navigation and hard-to-find information
- Mapped internal staff processes for managing resident services and communications
- Researched Soho’s cultural identity to inform brand development
2. Ideate
Future state mapping demonstrated how information could be better presented while developing accessible interaction patterns and brand concepts.
Key Ideation: Activities:
- Mapped improved user journeys showing easier access to information and services
- Developed brand concepts celebrating Soho’s creative and cultural character
- Created accessible interaction patterns for users with different abilities
- Redesigned website structure for intuitive navigation and content discovery
- Designed resident portal features and user flows for common tasks (such as paying rent and reporting repairs)
3. Design
Created cohesive digital experience combining brand identity with accessibility standards while designing intuitive resident portal functionality.
Key Design Actions:
- Created new brand identity and visual system reflecting Soho Housing’s unique identity
- Designed website interfaces meeting WCAG accessibility standards for all users
- Built resident portal with simplified navigation and clear task flows
- Reorganised content hierarchy and wrote clearer, more digestible information
- Ensured designs work across all devices and screen sizes
4. Delivery
Delivered comprehensive digital transformation establishing Soho Housing as accessible, modern social housing provider with strong local identity.
Final Outcomes:
New identity
New brand identity better reflecting housing association's special place in Soho
Accessability
WCAG-compliant website dramatically improving accessibility for residents with access needs
Informed Residents
Intuitive resident portal enabling easier access to services and information
Digital transformation
Enhanced digital presence supporting Soho Housing's unique community position