Housing 2017 is the largest conference in europe that allows housing professionals to converge in one venue. After a awarding winning year of 2015. The 2017 event wanted to improve attendance numbers and generate more business.


8% increase on delegate bookings - conversion rate on business leads
based on newsletter subscriptions.

15% increase on exhibitor bookings

£650,000 revenue increase on sponsorship

£400,000 revenue increase

The facts

2015: 180,000 - Record visitor and delegate numbers. Record re-book of stands.

2016: 105,000 - Lowest visitor numbers, decline in delegate numbers and low stand re-book.

£8 million in revenue.

700,000 website visitors per month


My role

Working with the event and marketing teams on Housing 2017 campaign to redesign the experience. The need to develop new content to attract private housebuilders, residential developers, funders, PRS sector, architects etc. This would involve all digital touch points, advertising and marketing collateral. Working as a Senior UI/UX with digital and editorial teams on to design the structure of navigation, articles and content. Supporting the Lead UX/UI Designer I was responsible for the front-end visual look and feel (with the lead developer Adam Millington).

The challenge

The Goal of the digital campaign is to provide a secure platform to show housing professionals where they can connect, network and learn from expert leaders. The site shows hotspots of activity and to give exhibitors who are exhibiting at the conference to expose their product or service. The end result a seamless experience to booking a spot at the conference.


Goal of the advertising campaign

Feedback from the last campaign was the identity did not fit with other sub brands throughout the conference. Giving off a detachment of separate shows. Knowing this, the current campaign must unify sub brands through visual treatment and content. This must result in a seamless experience where the Housing brand is constant throughout and an event not to miss.

Notes taken from some of the workshops. Plus initial sketches for the rebrand.

Notes taken from some of the workshops. Plus initial sketches for the rebrand.



To do this I created a workshop with the client to help them find three main things, define the brand, define the user and priortize the goals. Using a series of prompts, I was able to break down complex problems into clear, objective roadmap that was
used to develop the website, app, digital campaigns and brand identity.

The results are nothing short of amazing. By working together with the clients, this framework removes the conflict, confusion and stress associated with running digital projects, while removing the guesswork and revision cycles that plague the creative world.

Key percentages from the pervious events of who our core users are.

Key percentages from the pervious events of who our core users are.



Interviews provide me with a qualitative method of gathering evidence, data and information about the project that I’m working on. At the heart of the qualitative research is the desire to expose the human part of a story.

Interviewing the stakeholders has helped me identify the right audience for the product and characteristics of study participants. As with every product or service, the best offering comes from carefully identifying the target audience, their needs and their wants.


We synthesized my personas from observations, research and stakeholder interviews. To create a thorough persona we normally include social and demographic characteristics, needs, desires, goals, habits, expertise, cultural background and motivations.

Chief executive: also includes manager, associate and delegate 

Who are they?
• Decision makers
• Age: 35+
• Gender: Mixed
• Family: Married, children
• Education: Strong media background, business orientated

Data driven personas

Data driven personas


How do they find information?
• On desktop/laptops - smartphones, information and data focused - email primary communication
• Forums for housing trends - media magazines, media groups on social networks such as Linkedin

Main goals/what do they want?
• To find the right level of information quickly
• Trending, impactful & cost efficient content
• To be the first to know about media trends, news / latest in the housing industry

Pain Points
• Finds it hard to find relevant content for his industry
• The content found is not always up to date
• Finds it hard to get the contacts for the right people
• Hard to distinguish the level of quality of the content presented

• Find new suitable content
• Discover new trends in the industry
• Access fresh & new content markets

Audience needs:

• What is your best content about?
• What is the audience for that content?
• What is your latest content? Upcoming updates, trends?
• What are the trends in your industry?
• What can I buy – how much?
• Exhibitions – when, where, who?
• New content
• Who are the star speakers/presents your content?
• What is your distribution platform?
• Is this data up to date?
• How do you produce your content?
• How engaging is your content?
• Where can I find details about your shows? Do you offer any additional services? – local office / contact details

Solution (content & functionality):

• Interactive website design
• Accessibility, UX, IA – improvements
• Product search/filter
• News / media section – trends,exhibitions, new (blog?) Video – event show
• Contact details – global network
• Email newsletter
• Video – inside the business
• (content analysis)
• (success) Facts/Stats


We use scenarios to describe the stories and context behind why a specific user or user group comes to the site. They note the goals and questions to be achieved and sometimes define the possibilities of how the user(s) can achieve them on the site.

User scenario: Chief executive is doing research and wants to find an event that might suit his channels profile

User scenario: Chief executive is doing research and wants to find an event that might suit his channels profile


User journeys

Task scenarios

Task scenarios


User journeys are useful in demonstrating the way users could interact with the website, in this particular case we illustrated, hierarchically, the series of steps necessary for the user to take in order to collect different types of data.



Once we’ve completed the personas and user journeys, we then create the sitemap. It visualises what we’ve have learnt about how users navigate the site, what sort of content they will need to support them in their goals and what sort of language they use to identify things.

Competitor analysis

In order to be competitive, you need to know what’s out there and what has worked and has not worked. To connect the dots, you first need to collect the dots. Doing solid investigative market research is essential for building a successful product.



We used low-fidelity prototypes in order to have an early validation of the product. We can easily and efficiently make changes while including users feedback based on their reactions.

Quick sketches of content is placed plus other ideas for advertising.

Quick sketches of content is placed plus other ideas for advertising.

More sketches of content pages and notes.

More sketches of content pages and notes.


We built mid-fidelity wireframes and fully annotated diagrams, having a basis to begin creating screens; we also use them for user testing and as a reference point for functional specifications and communicating the functionality to build with stakeholders.



Digital result from testing

Digital result from testing

The result was delivered in November 2016.