House Designer is a digital design studio making professional home design accessible through structured, technology enabled services for modern homeowners
How was House Designer founded, and who are the people behind the company today?
House Designer was founded by me, Samantha-Jane Agbontaen, in January 2020. After more than 16 years in the design industry, I had seen how interior design was often perceived as exclusive and out of reach for everyday homeowners. Talented designers existed, yet the structure of the industry had not evolved. It remained traditional, location-bound and intimidating for many people.
Alongside being a creative, I taught myself coding and web development, which gives me a distinctive edge in this space. I have always been both creative and technical.
House Designer was created to disrupt that narrative. I built an expertise-led and tech-enabled design studio, a modern model designed for everyone, not just a select few. Today, I lead a growing team of experienced designers who share the same mission: to make professional home design more accessible, structured and relevant to modern life.
What motivated House Designer to rethink interior, garden and exterior design through a fully online model?
House Designer began with interior design. As the company grew, we expanded into garden design, and it quickly became clear how interconnected those spaces truly are. If we were already designing the inside and outside successfully, it felt like a natural progression to consider the entire home more holistically.
Rather than treating interiors, gardens and exterior elements as separate disciplines, we evolved into a multidisciplinary studio where everything works together. The goal was simple: to create one destination for thoughtful home design, supported by a team of experts who understand how each element influences the other. Technology supports coordination and clarity, while the design thinking remains entirely human.
What long-term vision is House Designer pursuing in making professional design more accessible?
The long-term vision is to continue challenging outdated ideas about who design is for and how it should be delivered.
Professional design should not feel exclusive or indulgent. It should be practical, strategic and part of the normal renovation journey.
We are building a model that allows thoughtful design to reach more people without losing depth or quality. Because the business operates digitally and the brand is adaptable, we are not limited by geography.
Who is your core target audience, and what specific needs are you addressing with your services?
Our core audience is busy homeowners who care about how their home looks and functions but need clarity before making major decisions.
Many are professionals or families planning renovations who feel overwhelmed by layout, lighting and overall cohesion. Some have assumed interior design is out of reach.
What they need is guidance and direction. We provide practical design support that helps them plan with confidence, whether they are redesigning one room or transforming an entire home.
How do you ensure that a remote design process still feels personal and tailored to each client?
We are professionals with years of experience. The fact that we work remotely does not reduce the depth of the service.
Clients provide detailed measurements or floor plans, along with photos and videos of their space. That level of information, combined with a structured brief, allows us to understand the property properly before we begin designing.
We hold virtual video meetings rather than in-person consultations, which keeps the process efficient and flexible. For more complex projects, we do offer in-person visits for an additional fee. However, around 90% of our projects are delivered entirely virtually.
Collaboration is key. The process may be digital, but the relationship is very real.
What differentiates House Designer from traditional interior design studios or local garden planners?
Traditional design routes can be long, expensive and often tied to one way of working. Clients may feel locked into a design and build contract, pressured to commit upfront, or limited by a process that is not built around flexibility.
We do things differently.
Our model gives clients professional design expertise without tying them to a single contractor or supplier. A garden design concept, for example, can be used to obtain competitive quotes from multiple contractors rather than being bound to one design and build company. For interiors, clients can implement their design in stages, purchase items over time, or even take a more hands-on approach if they enjoy elements of DIY.
We provide the structure and the vision. Clients remain in control of how they execute it. That balance of expertise and flexibility is what truly sets us apart.
What challenges come with operating a fully digital design service, and how do you overcome them?
The biggest challenge is perception. Some people still assume that online means less detailed or less experience.
We address this through transparency and experience. After six years in business, we have built trust and a strong reputation. Clients understand that our digital model is intentional and carefully structured.
When supported by clear systems and communication, digital delivery becomes a strength rather than a limitation.
How do you capture individual style preferences and spatial requirements accurately in an online setting?
It begins with a defined process that we have refined over the years. Every client completes a detailed questionnaire covering layout, lifestyle and practical needs. This forms the foundation of a design brief.
We then hold a virtual consultation to explore preferences in more depth. Clients also upload floor plans, measurements, photos and inspiration through our integrated system, giving us a precise understanding of both space and style.
Our packages include revisions, so the first concept is the starting point of a collaboration. We refine based on feedback to ensure the final outcome reflects the client and their home.
What role do transparent pricing and structured service packages play in your business model?
They are fundamental. Design has often felt financially unclear, with open-ended fees and unpredictable costs. We remove that uncertainty. Clear service packages define what is included and what clients are investing in. That transparency builds trust and allows clients to choose the level of support that suits their project.
How do you see House Designer evolving over the next few years in terms of services and market reach?
We will continue strengthening our presence across the UK while gaining recognition overseas, with a clear intention to expand internationally over time.
Because the business is digitally structured and the brand name is adaptable, we are not limited by geography. That gives us the flexibility to grow in a measured and sustainable way.
Are there new developments or innovations you are currently working on to expand your offering?
Innovation is in our DNA. We are continuing to develop our 3D visualisation technology to produce increasingly photorealistic renders, alongside immersive VR capabilities.
With the growth of AI, we are also developing housedesigner.ai as an intelligent planning tool to support homeowners in the early stages of their projects. House Designer will always remain expertise led. Technology is there to strengthen the process, not replace it.
What three pieces of advice would you give to founders building a digital service-based startup?
First, start with your why and test it properly. Be clear about the problem you are solving and whether there is genuine demand for it. A strong idea without market validation is just theory.
Second, get your timing right. Even a good concept can struggle if the market is not ready. Understand your segment, study behaviour shifts and make sure your offering is relevant, not just interesting.
Third, build for scale from the beginning. Structure your services clearly, define your processes and ensure your model can grow without breaking. Digital businesses move quickly, so clarity, adaptability and scalability are essential.
Picture: Samantha-Jane Agbontaen, Founder of House Designer® Picture Credits House Designer
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Thank you Samantha-Jane Agbontaen for the Interview
Statements of the author and the interviewee do not necessarily represent the editors and the publisher opinion again.
