From tick-box to trust in Welsh social housing services
A practical approach for Welsh housing professionals navigating regulation, pressure and rising tenant expectations
Back in 2007, I was working in local government, tasked with running a consultation on a controversial development of a school playing field.
We thought we knew best.
We presented three options for the public to “choose” from – but in truth, the decision had already been made. The consultation was there to tick a box, not to shape our thinking. And residents saw through it. They said things like, “This isn’t a real choice,” and worse - much worse!
They were right.
That moment stuck with me. It taught me that genuine engagement isn’t about gathering opinions to back up a decision. It’s about shifting how power is held and shared.
So much so that I now teach others how to design services in ways that are collaborative and genuinely user-centred.
Fast forward to today, and social housing in Wales is facing a similar transition.
The Bro Eilian Estate, Dinorwig By Eric Jones, CC BY-SA 2.0, https://commons.wikimedia.org/w/index.php?curid=12490318
A small change in language, a profound shift in expectations
In January 2022, the Welsh Government updated its Regulatory Framework for Housing Associations. On paper, it’s a small wording change. But it signals a bigger cultural shift.
Let’s compare:
Before January 2022
“Housing Associations should work with tenants and partners to make and implement effective business decisions.”
In practice, that left plenty of room for traditional consultation, presenting decisions as done deals, and asking for comment, often late in the day. The focus is very much from the business perspective.
After January 2022
“Housing Associations must enable and support tenants to influence strategic decision-making” and “shape the delivery of services.”
This isn’t just semantics.
It’s about making sure tenants have real influence over what gets prioritised, how services are shaped, and what gets delivered.
It’s a shift from passive input to active collaboration. From "we’re telling you what’s happening" to "we're designing this together."
It also aligns with other Welsh regulations, like the Rent and Service Charge Standard 2020 - 2025, which requires social landlords to show how tenant engagement shapes affordability decisions, not just gathering feedback but building services with people, from the start.
It also aligns with Welsh legislation. The Renting Homes (Wales) Act reinforces tenants’ rights, simplifies tenancies, and raises expectations around things like quality, consistency, clarity, and communication.
It’s not about blame – it’s about balance
When we talk about this shift, there’s a risk of framing landlords as the problem. But from what I’ve seen, housing professionals are often doing their best within tight constraints: limited budgets, ageing systems, tight regulation, and increasingly complex tenant needs.
This is where service design can help.
It’s not just a fix for poor services. Done well, it supports everyone in the system: tenants, staff, and leaders alike.
How service design helps housing teams bridge the gap between compliance and care
Take the example of South Liverpool Homes.
Their repair service, delivered through a third party, had high completion rates. But tenant complaints were rising. When they dug a bit deeper, they found a disconnect: a lot of repairs being raised were actually the tenant’s responsibility.
The issue wasn’t just operational. It was cultural. There was confusion about who was responsible for what, and different parts of the organisation weren’t seeing the full picture.
Using service design tools, they:
Worked with their scrutiny panel to map the existing customer journey
Involved directors and frontline staff in job shadowing and listening to calls from residents
Co-developed a “What is a Repair?” guide for residents
Simplified website information and improved performance reporting
This wasn’t a shiny redesign. It was a realignment—of roles, relationships, and expectations.
The result?
Fewer complaints.
Better understanding.
A more responsive system.
What’s different when you bring service design in?
When housing teams take time to understand what’s really going on, what’s working, what’s not, and why, they’re better equipped to make changes that achieve desirable outcomes.
It’s not about fancy workshops. It’s about asking better questions.
Why are people calling three times about the same issue?
What’s stopping staff from solving this the first time?
What language are we using, and is it making things better or worse?
Service design gives you permission and practical tools to pause, investigate, and improve. To combine your existing empathy and problem-solving skills with structured approaches that make invisible issues visible.
This is no longer a ‘nice to have’
Regulation and legislation in Wales is asking landlords to prove tenant influence. That’s not going away. But service design helps you go beyond compliance - to a place where services are genuinely shaped by people’s lived experiences for the benefit of residents and the organisation alike.
And where your staff feel equipped and not overwhelmed by that responsibility.
So if you work in social housing in Wales, and this shift feels familiar, maybe it’s time to try a different approach.
One that bridges the gap between compliance and care. One that supports both tenants and the people who serve them.
👉 What do you think? Have you seen this shift in your organisation?
Ready to build your skills?
Read our blog post on How to become an Accredited Service Designer.
If you’re ready to build your skills and confidence, cohorts of Service Design in Practice start every March and September.
👉 Find out if the course is the right fit for you.
We also run Introduction to Service Design for those who want to gain an understanding of the approach's principles and fundamentals.
Our programmes help people in public services and non-profits apply what they learn immediately.
Sign up for our newsletter to get more hands-on resources, tips and tools. 👇
Like this post? Please share it with your team or someone else in social housing in Wales.
