JOHNNIE JOHNSON HOUSING: CUSTOMER FIRST DIGITAL TRANSFORMATION

Johnnie Johnson Housing is a leading housing association that provide affordable homes across the North of England. Johnnie Johnson partnered with Mediaworks back at the start of the pandemic lockdown to create and design a new suite of tenant facing digital platforms that would improve online experience and drive the shift from manual to digital self-serve. To better understand new and existing tenants, we mapped tenant journeys based on digital architecture to drive digital transformational outcomes in a mobile-first website, customer-friendly digital portal and app.

Conversions

82%

Increase in housing applications

Engagement

732%

Increase in new users to customer portal

Adoption

2700+

Users accessed portal in first three months of going live

Conversions

82%

Increase in housing applications

Johnnie Johnson has committed to invest in digital skills to benefit their new and existing tenants. Through driving unrivalled customer experiences and placing tenants at the heart of their digital infrastructure, Johnnie Johnson Housing aims to provide experiences that can match micro-influences across industries such as retail or banking.

The Northern-focused Housing Association partnered with Mediaworks due to sector leading expertise and a data-first approach that would be applied across multiple devices and products that worked with one goal in mind, outstanding tenant-first experiences.

Mediaworks executed Johnnie Johnson’s digital transformation project in two key areas, research, and integration.

We conducted focus-group research with residents and prospective tenants to understand the data that would help architect Johnnie Johnsons’ online customer-first estate. Through building user-based personas we were able to understand the needs of different users for each digital platform.

As well as engaging with tenants, we had to understand practicalities of the build. We reviewed existing external housing management systems and create bespoke suite of API’s to ensure frictionless experience across platforms.

Mediaworks architected 3 key digital platforms that placed tenants at the forefront and digital at the heart of the user experience, new website, app and customer portal. Within the first 3 months of completion, Johnnie Johnson Housing experienced a surge in engagement from new and existing customers. Through new applications for housing, they saw an uplift of 82%, and over 2,700 users accessing the portal, including a 732% increase in new users that hadn’t previously accessed digital services.

“Our new digital services position Johnnie Johnson Housing right at the forefront of technology and provide the level of self-serve experience that customers expect in the 21st century. We’re proud to have an online offering that mirrors the businesses constant dedication to our customers ever changing needs. Mediaworks have set the foundations for the business’ continuous digital customer centric growth.”

Steve AllcockDirector of Customer Experience and Digital Innovation, Johnnie Johnson Housing

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HOME GROUP: REDEFINING CUSTOMER EXPERIENCE

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