Building a customer-led digital experience
Citizen Housing wanted a more accessible website that made it easier for customers to find the information and services they need.
Driven by customer feedback, the goal was to create a clearer, more intuitive experience that put the customer first.
As part of Citizen’s corporate rebrand, Mediaworks supported the development of new brand guidelines, tone of voice, and supporting assets to ensure consistency across all communications. This foundation helped shape a digital experience that feels authentic, inclusive, and aligned with Citizen’s values.
We think
Through a series of focus groups with colleagues and customers, we mapped user journeys and analysed customer behaviour to identify opportunities to simplify navigation and improve accessibility.
The new website, built on the Umbraco platform, introduces smarter search functionality, clearer sections, and updated content designed around real customer needs. It also launches AskCiti, a new chatbot providing instant answers and direct contact with an advisor during office hours.
We do
Building on this foundation, Mediaworks designed and developed a new website that reflects Citizen’s refined positioning — engaging, user-friendly, and aligned with their brand purpose.
Finally, we supported the rollout of print collateral, providing Citizen’s internal team with the tools and materials they need to confidently adopt and champion the new brand identity.
Citizen’s team are proud of the result; a modern, inclusive website that reflects their brand and helps customers access support more easily. It marks a major step forward in Citizen’s digital journey, shaped by the people who use it most.
