Peabody Resident & Colleague Digital Platforms
Case Study

The Challenge

Peabody was undergoing a significant period of digital and operational transformation, alongside increased regulatory focus on resident communication, service transparency, and Tenant Satisfaction Measures (TSMs).

A major area of focus was improving resident self-service journeys, particularly around repairs reporting and issue resolution.

At the same time, the organisation required:

• improved visibility into digital platform usage
• stronger analytics and reporting capabilities
• better understanding of user behaviour
• more accessible and intuitive digital experiences
• clearer collaboration between product, business, and development teams

This work also took place alongside wider sector attention on damp and mould reporting processes following the introduction of Awaab’s Law.

My Role

Analytics & Reporting

I managed a team of developers to implement Google Analytics 4 (GA4) and Google Tag Manager (GTM) across both the resident and colleague platforms, creating a scalable analytics framework to track user behaviour and engagement across key journeys.

This included:

• defining event tracking structures
• implementing tags and triggers via GTM
• validating analytics and user flows
• tracking user journeys and platform engagement
• surfacing behavioural insights for stakeholders

I also created bespoke stakeholder dashboards and weekly reports in Looker Studio, enabling teams to monitor platform activity, identify issues, and support roadmap planning and service improvement decisions.

The reporting framework became part of regular operational and product discussions across teams.

Repairs Journey & Diagnostics Tool

A major focus of the work involved the resident repairs journey.

I contributed to the redesign and optimisation of the repairs reporting experience, helping improve usability and streamline the process for residents raising issues through the platform.

As part of this work, we also implemented a new diagnostics tool designed to support residents in identifying and reporting repair issues more effectively.

This work aligned with wider organisational and regulatory priorities around repairs handling, damp and mould reporting, and resident communication standards.

UX/UI & Accessibility Improvements

Alongside analytics and reporting, I contributed to ongoing UX/UI improvements across both platforms.

This included:

• wireframing new features and user flows
• improving layouts and interaction patterns
• refining usability across key journeys
• reviewing products against GOV.UK accessibility standards
• improving accessibility and readability
• supporting responsive and user-centred design decisions

I worked within a continuous feedback loop with colleagues and stakeholders to iteratively improve the design, structure, and usability of both platforms.

Usability testing & Insight gathering

To support ongoing optimisation work, we conducted multiple usability testing sessions across key user journeys.

These sessions helped surface:

• pain points within the repairs process
• accessibility and usability issues
• user confusion around navigation and interactions
• opportunities to improve communication and task completion

Insights gathered through usability testing and analytics reporting informed ongoing design and product improvements.

Cross-Funtional Collaboration

A significant part of my role involved collaborating across product, development, operational, and business teams.

I regularly worked with developers during build and implementation stages to ensure features and interfaces aligned with agreed UX/UI outcomes and accessibility considerations.

I also helped identify recurring error messaging and friction points through analytics and reporting, working closely with digital teams to diagnose and resolve underlying issues affecting user experience.

Outcomes

• Implemented a scalable GA4 and GTM analytics framework across resident and colleague platforms
• Created bespoke Looker Studio dashboards and weekly stakeholder reports used for roadmap planning and service improvement
• Improved visibility into user behaviour and platform engagement across services supporting over 100,000 homes
• Supported the redesign and optimisation of the resident repairs journey
• Contributed to implementation of a diagnostics tool to improve repair reporting workflows
• Conducted usability testing sessions to identify UX pain points and accessibility improvements
• Helped identify and resolve recurring user issues and error messaging through analytics-led insight gathering
• Applied GOV.UK accessibility principles to improve usability, clarity, and inclusive design across both platforms
• Supported Peabody’s wider digital transformation and resident engagement initiatives during a key period of regulatory and operational change