The Purpose

Built-ID is a disruptive property platform that enables property developers to showcase built environment projects and provides users with the ability to see the inspiration and consultants behind eye-catching builds in their community.

Launched in 2015, Built-ID aims to democratise the property sector, making this data accessible to all players, large and small, in turn creating a level playing field for winning new contracts.

As part of this democratising vision, the business wanted to expand its product offering with a new, inclusive planning and consultation platform that would drive engagement and fit in with modern lifestyles.

For such a hotly-tipped business, it was imperative that the platform was built on properly validated principles and a stable tech footing to push the company on to the next stage of growth.

Built-ID web app on three iPhones
Built-ID web app on iPhone and laptop

The Brief

Every day, important planning decisions are made that impact communities all over the UK without effective engagement with the very members of the communities affected.

Built-ID aimed to solve this problem with their vision of a new community tool that provided an accessible, convenient and engaging way for developers to consult with local communities.

They needed a platform that incorporated the most up-to-the-minute UX principles to promote accessibility while regulatory requirements, such as support for a wide array of languages, simply had to be met.

For such a disruptive platform with few parallels on the market, Built-ID needed a partner with a track record of delivering revolutionary products. Which is why they partnered with us.

The Product

Working in partnership with Built-ID, we designed and developed their revolutionary platform from the ground up. Building a fully-featured web app that had been extensively roadtested by users in just a couple of months.

In empathy-led workshops, our designers and researchers worked with the Built-ID team to hone the underlying concept and challenge overriding assumptions for the platform before commencing with design and build.

Developing a truly original platform for such a wide audience was always going to be tricky, so prototypes were continually tested on users throughout development to ensure the web app kept user-centric design at the forefront of the project.

Boasting intuitive navigation and the latest industry-leading UX techniques, the platform gives users the opportunity to view plans for the built environment projects near them using geofencing and to vote on certain characteristics of the projects themselves.

Within weeks of launch, Built-ID had already attracted the likes of Grosvenor, the City of London and Redrow to utilise the platform for their built environment projects.



6 major developers on the platform post-launch - 11 languages supported



"hedgehog lab's design and development expertise speaks for itself, but their in-depth user research and testing played a large part in delivering an inclusive and elegant digital experience."

Savannah de Savary, CEO and Founder, Built-ID

View more work

C40 web app screens

C40 Cities

Man wearing VR headset in front of mock up of a floating VR screen and menus



Design psychology for eCommerce

User Experience Researcher and hedgehog lab's resident psychology expert, Emily Hewitson, has already shared a number of posts on the psychology of design and its use in user research. Here, Emily delves deeper into a specific sector, expanding on some of the most common psychological practices employed by those in eCommerce 

Research Paper

Wearables - How are they changing the world?

Neither novelty value nor ‘cool factor’ will bring wearables to the fore. Instead, the data that this technology generates will drive market growth. Learn how data from wearables can transform healthcare, all whilst leading to the disruption of a number of other industries.

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