CSS is pleased to announce the launch of the Framingham Housing Authority’s newly redesigned website (www.framinghamhousingauthority.org) as its 77th anniversary approaches.

Revitalizing the Online Identity for Framingham Housing Authority

The CSS team is no stranger to the world of web development, we had built several websites prior to working with the FHA since the establishment of the company in 2014. In 2018, CSS was on-boarded by the FHA for the initial redevelopment of the Framingham Authority’s website. In addition to the web work we did back then, CSS actually also designed an official logo and deployed a Facebook Page for the FHA to manage. This multi-layered digital approach has enhanced communications with the public and continues to be a rewarding and exciting project for our design team.

With the passing of several years and a global pandemic, the occasion for our team to embark on a website revamp in 2022 came at an appropriate time which is generally consistent with best practices for redesign work. After accepting the contract, our creative team met with FHA staff to review their site and gather detailed notes that would allow for their users to navigate the site comfortably and freely.

“I like the way that the website is set up,” said Janet Bibo, Executive Assistant/Office Manager, who helped test the site. “It helps users learn more about things that are going on at FHA.”

What The Client Wanted

Simply put, the FHA staff had one main objective to redo the website, and that was to make it easier and faster for site visitors to find the most commonly accessed content. This created an opportunity for us to audit the existing layout and update the look and feel of their existing website with a new framework and modern user interface.

Our Redesign Goals

• Allow users to easily navigate the site with little-to-no technical knowledge or experience.

• Provide an easier way to edit and deploy new pages and content.

• Increase the site’s UI and structure with a new sitemap and page flow.

• Meet Standards for Accessible Design outlined in the Americans with Disabilities Act (ADA).

[Want to learn more about website accessibility? Check out our blog!]

Challenges

It can be said that the FHA user base may not be the most tech savvy, so a challenging aspect of this job involved producing a ton of content and areas to navigate but displayed in a simple fashion with a clear user path. Another challenge came from updated branding and adding new features to their site like grids for housing applications, archives, and a customized form to tailor user experiences.

Steps We Took

As stated before, our strategy came from a place of simplicity, looking to provide a user experience that would take 1-3 clicks to get where they wanted to go. The FHA provides an exhaustive amount of information and resources for their users, and oftentimes that can be lost in the design of the site. We created unique experiences for the six areas of their site (this helps build familiarity with the user within the layout and color theory used in each section):

• Housing Programs

• Information for Applicants

• Information for Tenants

• FHA Policies and Plans

• Current Procurement Solicitations

• Agency Overview

What We Achieved

• Block design with color theory to help funnel users into the right areas.

• Custom CMS design and development using WordPress.

• Streamlined accessibility to state and federal housing resources.

Results

• Improved user experience non-native English speakers.

• Improved back-end management of FHA assets.

• Better load times, influencing higher rankings on Google.

• Map locator added for zip code search of FHA owned properties.

• Responsive nature.

Building More Than Housing

Every FHA community, with beautiful design and contemporary amenities, exemplifies how affordable housing not only builds homes — it builds stability, pride and a vibrant culture. The newly redesigned FHA website reflects this, featuring messaging and design to rival any of the upscale, high-rent complexes in the City of Framingham.

The FHA’s website received 11,747 active visitors last year in 2021, and 30,768 unique page views. The most popular pages included those containing housing application information, housing waitlists, and details about the agency’s public and subsidized housing communities. CSS looks forward to measuring website metrics over the coming year to help track the FHA’s return on investment, and identify areas of improvement for the redesign.