About Hyde Group

Hyde Group is one of the UK’s largest housing associations, managing over 50,000 homes across London and the South East. With a strong focus on social impact, Hyde provides affordable homes and tenancy support services that help residents thrive.

Their work spans social and intermediate rent, shared ownership, and property sales, supported by local partnerships to build sustainable communities.

The challenge

Hyde’s website had grown organically over time, becoming a complex, content-heavy platform with fragmented user journeys. Visitors often struggled to find essential services, especially within the MyAccount area designed for self-service.

Hyde Group wanted a modern, intuitive platform that could better reflect its brand ethos “Here for the customer and here for good”. The goal was not only to refresh the look and feel, but to simplify interactions, boost self-service uptake, and position the site as a trusted resource for residents, partners, and stakeholders.

Our solution

Discovery & Research

We kicked off with workshops to define strategic goals, metrics, and detailed audience personas. From low-income tenants to developers and local authorities, we identified distinct user needs and expectations.

Through a blend of onsite surveys, email outreach, and in-depth interviews, we captured feedback from real users. Combined with heatmaps, heuristic reviews, and card sorting exercises, these insights shaped our approach to usability, content strategy, and navigation.

Content & UX Overhaul

A full audit of over 1,000 site pages identified content to refine, remove or consolidate - especially in areas like tenant information and help resources. Content was then mapped to user personas to surface relevant information and address gaps, particularly for underserved groups.

The MyAccount area was restructured to improve visibility and encourage self-service, while a refreshed tone of voice ensured all copy felt warm, supportive, and clear.

Information Architecture & Navigation Redesign

We introduced a cleaner, more intuitive structure:

• A new mega menu simplified site exploration
• Residents Hub consolidated essential info for tenants and homeowners
• Neighbourhoods section provided localised content to strengthen community links
• Quick links and banners surfaced high-demand content at speed

Visual Brand Refresh

To move away from a more corporate feel, we introduced softer, pastel tones that better reflected Hyde’s community-centred mission, making the experience warmer, more welcoming, and in line with user expectations.

The results

Hyde Group now has a refreshed, user-first digital platform that works better for its customers and aligns with long-term business goals. The redesign directly addressed the issues uncovered during discover: simplifying navigation, surfacing high-demand services, and improving the visibility of MyAccount to encourage self-service.

The new information architecture and content strategy have transformed how users interact with the site. Tasks that were once difficult to complete are now faster and more intuitive, with clearer pathways to essential areas like “Manage your home” and “Help & Resources.” By reducing friction and making content easier to find, the site is now a more trusted and accessible hub for residents, homeowners, and partners alike.

In the end, the redesign has done more than refresh Hyde’s website. It’s created a digital space that’s clear, welcoming, and ready to grow. It’s a platform built around people, making everyday interactions easier while opening the door to stronger connections across Hyde’s communities.