FredHUG is a digital home user guide platform designed to transform how property developers, landlords, homeowners and tenants access, manage and share essential property information.

I led the project from the ground up, taking ownership of the brand creation, website design and development, and the end-to-end design and build of the SaaS product itself.

Starting with the initial concept and brand positioning, I developed a complete visual identity that reflects FredHUG's ambition to modernise the property handover experience. I then translated this identity into a digital ecosystem, designing and building both the marketing website and the underlying SaaS platform.

The product replaces traditional paper-based home user guides with a centralised, digital platform, giving homeowners and tenants secure, on-demand access to property-specific information, documentation, warranties, certificates and community resources.

Alongside the homeowner experience, I designed and built the business-facing platform, incorporating property and development management, document handling, defect and snag reporting, automated notifications, checklists and administrative functionality.

Particular attention was given to creating an intuitive, accessible and responsive experience across desktop, tablet and mobile, ensuring the platform works seamlessly for both business users and homeowners.

This was a genuinely end-to-end product development project, combining brand strategy, visual identity, UX/UI design, product architecture and hands-on development to take FredHUG from an initial idea to a fully realised digital product.

Brand strategy and positioning

Brand identity and visual design

Brand guidelines and creative direction

Product strategy and UX planning

SaaS product architecture and information architecture

UX research and user journey design

Complete UX and UI design

SaaS platform design and development

Business-facing dashboard and administration tools

Homeowner and tenant-facing digital experience

Marketing website design and development

Responsive design and implementation

Interaction design and functionality

CMS and platform integrations

Testing, refinement and ongoing product development

From brand creation to a fully functioning SaaS platform, FredHUG demonstrates how strategic thinking, thoughtful design and practical technology can come together to solve a real-world problem.

An end-to-end digital product that is helping modernise the property handover experience, improve communication between developers and homeowners, and create a more connected relationship with the home.