Background

LiveSmart provides remote, digital-first health MOTs and one-to-one health coaching to help businesses feel happier and healthier.

As a B2B product, LiveSmart have two main user types: buyers (HR professionals) and end-users (employees).

LiveSmart operates in the UK, France and Malaysia.

The brief

To redesign LiveSmart’s website and support business growth by improving the content, navigation, and tone of voice. The key aim is to better communicate to HR professionals – our primary audience for this project – the reasons why their company should invest in a LiveSmart health assessment.

The website redesign is a major part of a wider initiative to improve our brand positioning.

I formed part of a working group consisting of LiveSmart’s Head of Product, members of the Clinical, Technology and Service Delivery teams, a Brand Consultant and a Copywriter who specialises in health innovation products.

Goals

Business goals

• To develop and communicate our brand positioning in order to increase trust in LiveSmart

• To increase the percentage of HR professionals that request a free product demo

• To increase sales and support business growth

• To increase the percentage of staff uptake at company rollout

User goals

HR professionals (primary users)

• To understand what LiveSmart is and what the benefits of using it are

• To understand the differences between LiveSmart’s health assessments

• To understand whether LiveSmart fits their budget, preferences and company objectives

Employees (secondary users)

• To understand whether LiveSmart fits their needs and preferences

Journey mapping

Below is a journey map that identifies the stages of the end-to-end LiveSmart experience for HR professionals, our primary audience for this project. The Product team used sticky notes to map key user activities, delights and problems.

The website redesign aims to make the ‘Find out about LiveSmart’ stage as delightful as possible for our customers.

Interviews with HR professionals

LiveSmart has two main user types: buyers (HR professionals) and end-users (employees). Previous user research and data analysis have given us an in-depth understanding of our end-users – but there are still large gaps in company knowledge around our buyer audience.

To expand this knowledge, I started by interviewing five senior HR professionals from different sectors via Google Meet.

Interview aims

The aim of the interviews were to understand:

• when and where HR professionals look for new health and wellbeing benefits

• what motivates them to purchase health and wellbeing benefits

• their company sign-off process

• what sources they use to find the latest HR news and information

Top five findings

1. When researching new health and wellbeing benefits, participants most commonly search for ‘health and wellbeing initiatives’ or similar on Google. They also seek advice from HSE, CIPD and specialist HR consultancies, as well as local LinkedIn networks including London HR Connection and Corporate and Cocktails. In reference to this, one said, “I want to know that somebody else in my position thinks it’s good; that they’re taking it up and advocating it.”

2. Companies look for new health and wellbeing opportunities at various times throughout the year. Some wait until their busy season is over, while others wait until they review their budgets and T&Cs.

3. Purchase decisions are led by both the well of their staff and their business. Inclusivity is really important – they want to offer benefits that work for all staff.

4. All participants were responsible for researching, proposing and implementing health and wellbeing benefits. They would commonly need to present to the Leadership team (in financial terms) for final sign-off.

5. The most popular sources of HR news and information are CIPD, Disrupt HR, XpertHR, People Management Magazine, Sage HR, HR Magazine and Grapevine.

The above findings were presented to the Sales and Marketing teams for further investigation.

Prioritisation workshop with HR professionals

In order to further understand our buyer audience and their motivations, I ran a remote prioritisation workshop with 15 senior HR professionals using Miro and Lookback.

Workshop aims

The aim of the workshop was to:

• validate or disprove the assumptions LiveSmart holds about their buyer audience

• identify what HR professionals want from a staff health and wellbeing benefit

Methodology

1. Participants read through a list of 20 statements and added any they felt were missing (this list was developed in a value proposition workshop with the Head of Product and our Customer Success Manager who works closely with this audience)

2. They ranked them in order of priority

3. They highlighted their key priorities in green

4. They marked the statements that didn’t matter to them in red

5. We discussed each green and red statement in more detail

Key findings/top three priorities

1. I want to improve staff health and wellbeing

90% of participants said that improving their staff’s health and wellbeing was their number one priority. Many referenced the impact of the pandemic and how much more important health and wellbeing has become as a result. One said, “it's about having a happy, productive working environment. To get the most out of people it's about creating a good working culture and supporting staff through blips i.e. covid. We want staff to feel we look after them – it's part of being an employer of choice.”

2. I want to feel confident that the benefit will make a difference

Participants want reassurance that the health and wellbeing benefit will positively impact staff – and want to see data and case studies to prove it. They want to ensure that their financial investment will pay off and make a difference to all staff.

3. I want a benefit that is easy to understand

Participants want a benefit that is easy to understand for both the business and their employees. They emphasised the importance of accessibility as their workforces were made up of a diverse range of ages, backgrounds and levels: “it has to work for everyone”. They feel that if the benefit is easy to understand, it will ultimately result in more sign ups and higher staff engagement. One said, “it's really important that staff and the business understand it: what are they signing up for, what will it cost and how much will it benefit them?”

Empathy mapping

The Product team then facilitated an empathy mapping exercise using Miro in order to capture findings from the above interviews and workshops, as well as the working group’s combined customer knowledge. Together we mapped out user attitudes, behaviours, needs and pain points for our two core audiences, and grouped them into categories to help identify emerging themes.

Persona 1: HR Director

Persona 2: Employee

Personas

The above empathy mapping exercise was then used to inform our two main user types. These profiles will be used as a reference at every stage of this project and future LiveSmart projects.

Persona 1: HR Director

Persona 2: Employee

Competitor analysis

I used Miro to review various competitors’ websites, focusing on their product offering, tone of voice, and primary CTAs. These included Headspace for Work, Unmind, Thriva and Perkbox.

1. Headspace for Work’s primary CTA is to get a demo

2. Modern and engaging illustrations are used to promote downloadable resources

3. Swipe to view more work-related resources

4. Phrases like ‘tailored’ and ‘the solutions and services your team needs’ emphasise the flexibility of their program offering

5. A checked list highlights the key features of each program: Foundational, Guided and Advanced

6. Positive, succinct titles are used to explain the product

7. Their primary CTA is used repeatedly across Headspace for Work pages

1. Unmind use stylised illustrations to visualise the product

2. Clear, concise language is used to summarise their offering

3. Their primary CTA is to book a demo

4. Unmind will support businesses with staff uptake and engagement

5. Pull-out stats have been used across the website to highlight impressive data

6. They’ve developed a tool to helps businesses understand the impact of mental health issues in the workplace

1. Thriva’s primary CTA is to take a quiz that helps users build a personalised blood test. The quiz ask users which areas of health they would like to focus on: long-term health, energy, sleep, mood, fitness or weight. They then ask which goal is most important to them and why

2. The approachable language used across the site makes the product sound simple and easy to use

3. Simplified illustrations of their UI help users visualise the product

4. Phrases like ‘NHS approved lab’ and ‘personalised GP report’ add legitimacy. ‘In under 48 hours’ emphasises the convenience of the service

5. Photos of the team add a human touch. The container shape reflects Thriva’s logo

6. Each blood test clearly explains the aspects of health they relate to with accompanying icons

7. All medical copy is purposefully written in a language that is accessible to all users

1. Perkbox’s primary CTA is to request a demo

2. Each featured case study clearly summarises client information

3. The products purchased by the client are also listed here

4. Three key results are promoted, with a clear timeframe of when they were achieved by

5. Client quotes have been pulled out of the main text and are accompanied by the organisation’s logo

6. Users can download a summary of the case study to share with their team

7. Perkbox offer a wide range HR-specific resources including books & guides, events & webinars, blog articles and videos

Brand development

After gathering insights about our user types, LiveSmart began a brand development project to refine our brand positioning in a way that aligns with what customers really want.

I formed part of a working group consisting of LiveSmart’s CEO and Head of Product, a Brand Consultant and a Copywriter who specialises in health innovation products to help develop the new brand positioning and communicate updates to the wider organisation.

Health analytics

This is what we do.

Career-driven professionals who want to be great at what they do

This is who we do it for.

Greatness starts with great health

This is why we do it.

Top five findings

1. Users didn’t know whether we were speaking to them or someone else

2. Users didn’t understand the why. What does it mean for me? So what?

3. Users were very interested in a tailored package/flexibility

4. Users really value hearing HRD case studies with data to back it up

5. Users are detailed-oriented – they want to gather as much (data-driven) information as possible before making a decision or before speaking to a colleague/manager about LiveSmart

Key recommendations

Review homepage CONTENT, specifically the hero section

When users landed on the site, what they initially saw didn’t resonate with them. Users didn’t understand what was in it for them – “there’s no ‘so what”.

Review the nav

Users found it difficult to understand who we are and what we do without doing a lot of digging. Plus ‘Insights’ in the nav did not match expectations and caused frustration.

Introduce an ‘About us’ page

Users expected to see an ‘About us’ page for information about our vision, why they should choose LiveSmart and the people behind the company.

Introduce case studies

Create a data-backed case studies page to help explain the benefits of LiveSmart. Users expected to see this information on our site and really valued it.

Update the HEALTH ASSESSMENTS page

Test without Premium and Prepare as these packages didn’t resonate with users. A tailored package was very attractive to users so we will test giving a tailored package it’s own product card.

Usability testing round two

After addressing the recommendations from testing round one, I facilitated five more usability testing sessions with HR professionals using an updated prototype.

Testing scenario

“The CEO of your company has asked the HR department to research health assessments for your company. Use this website to find out if this is the right one for you.”

Testing aims

1. To understand whether our new brand positioning resonates with participants

2. To see whether participants understand the benefits of using LiveSmart

3. To understand whether a more focussed B2B experience makes for a better user experience

4. To see whether participants understand the difference between our products, whether we’ve provided the right amount of detail about each product, and whether these details matter to them

5. To see whether participants would be intrigued to book a free demo

6. To understand whether additional, dedicated pages for the health questionnaire, blood collection, health report and client benefits would be beneficial for users

7. To understand whether our navigation matches their mental model

Top 5 findings

1. On average, users rated the site 8/10 in terms of usefulness. All users found the information they were looking for and the messaging resonated with them. One said, “when you’re thinking about a product, it makes a big difference if the site is user friendly and easy to understand, which this definitely is. It’s very specific”

2. Our brand positioning resonated with all users. One said, “there’s lots of good information. It’s modern and how I would want to see a website these days. There’s not too much text and a nice way of presenting data – I really like it”

3. All users clicked ‘Book free demo’. And messaging around booking a free demo could be prioritised even further

4. All users clicked on links to at least two of the newly proposed pages (health questionnaire, blood collection, health report and client benefits)

5. Some of the ‘What’s great about…’ reasons on the product cards were not resonating. Replace these with more specific benefits for employers and their employees

Key recommendations

Create video content to explain each area of the product

These videos will give us the opportunity to go into more detail about each area of the product and answer employee-specific questions that were raised around data anonymity, how the product looks and how easy it is to use.

Update the ‘What’s great about…’ COPY

Update the ‘What’s great about…' copy on the product cards.

Create content for at least FOUR case studies

Users found the data-backed case studies really helpful in regards to decision-making.

FURTHER Promote OUR free demo

…However, users found the pages very clean and clear so be wary of overwhelming them with this information.

UI designs

The Figma design files and exported image files were then handed over to LiveSmart’s Front-End Developers in order to build Angular components. I adapted various graphics for our French and Malaysian sites, to better reflect our audiences.