Home Group is one of the biggest housing associations in the UK. They help thousands of people find the home that’s right for them. Home Group want to improve the online experience of finding a home to boost online enquiries.

Find a home flow


Experience design


UX/UI/ Research




Research into user behaviour using heatmaps, analytics & screen recordings suggested that users struggle to navigate and filter their search to find a home that's right for them. This ultimately lead to an increase in calls to Home Group's call center & a lack of property enquiries made online. Home Group wanted to improve the online experience with a redesign of the 'find a home' journey in order to reduce the amount of calls to the call centre and allow customers to find all the information they need.

Previous navigation & UI
Old ui
Previous homes for rent
old search

In order to re-define the 'find a home' journey, I undertook some usability testing to investigate the flaws in the current flow by observing user behaviour, heatmaps, analytics & screen recordings. Following a number of user experience workshops with the client & understanding user behaviour, I was able to use my findings to ensure the website is more user-friendly with an uncluttered flow and visual makeover.

I introduced a filter at the top of the 'find a home' page, to allow users to easily narrow their search for relevant properties that are either for sale, to rent or for retirement. Prior to searching, all properties that are for sale will be displayed. All results are shown in a grid view, and users have the option to toggle to view properties on a map. On selecting a property/ development of interest, the user will be taken to either a development page (which will display links to the available properties), or a property page, where they are able to make an enquiry.
New UI & flow