HMO Startup
Responsive Website Project
Easy Living Spaces is an HMO (House in Multiple Occupation) startup based in Bedford, UK. The company manages properties and tenants on behalf of landlords with multiple houses, providing efficient and reliable property management services. In a highly competitive HMO market, the client’s goal was to establish a trustworthy brand identity and create a website that clearly explains the business while guiding users seamlessly toward making inquiries.
Client
Easy Living Spaces
Duration
1 month
Year
2025
Skills
User research
Usability test
Wireframe
Figma
Type
UXUI Design
Brand Design
The Challenge
Desk research to figure out the main target and the background knowledge
To understand the strategies used by competitors in the HMO industry, I conducted a competitive analysis from both a brand identity and UX/UI perspective. The research revealed that for a startup like Easy Living Spaces to stand out among numerous independent landlords and large HMO companies, it is essential to build a brand image that feels both reliable and welcoming. I also identified that having a website structure and design that effectively conveys this brand image—and naturally guides users toward making inquiries—is a key factor for success.
Competitive Benchmarking
What are our competitors’ Brand and UX strategies?
Since ELS operates on a Rent-to-Rent (R2R) model, we focused our personas on landlords rather than tenants. To reflect the diverse ages and needs of landlords more realistically, we developed personas based on two different landlord profiles with distinct backgrounds.
Persona
Who is our main user?
Brand Identity Design
I designed a brand identity that conveys trust and a sense of comfort, based on the insights gathered earlier.
A UX design that encourages inquiries through stable, trustworthy branding and storytelling.
UX Strategy
We designed the website flow by considering our UX strategy and the pain points of our personas. The structure guides users to naturally find answers to their questions and encourages them to take the next step—requesting a consultation.
Flow Diagram
Wireframe