BRIEF:
Revise the User Experience of the existing website in preparation for delivering a new direct-to-consumer product.
LifeAlly is a wellness and lifestyle website. In the past their core product have been offered to insurance companies who white label it as their wellness program. However, they are aiming to add a direct consumer model while also improving their white label product.
With this project, LifeAlly asked us to review their current website provide UX insight for their future revision. With our limited 2 person team and 2 week timeframe, we focused on the flow of the on-boarding process, aiming to bring forth the value proposition. As an result, we created a conceptual design to demonstrate the vision. This work lays the foundation for the next generation product.
GOAL: Bring forward the value proposition, maximise credibility
OUTCOME:
a detailed UX revision report, wireframes, and client presentation.
Stakeholder interview
We talked to the client to understand their business model, goals, and plans for moving forward, to ensure the solution fits their needs.
Analysis
Heuristic evaluation: on the original website to understand the situation.
Competitive analysis: taking example from other health and fitness apps, focusing on gamification and social aspects.
Secondary research: using behaviour science and the science of intervention.
User research
Interviews: 18 in depth interviews, focusing on their past behaviours and motivation.
Usability testing: on current website to understand what is working and what is not.
From our research, we discovered what motivates people, their barriers and how they want to be rewarded. Also helped us understand our users social and digital behaviours.
HEURISTIC EVALUATION- understanding the situation
From the heuristic evaluation, we identified key opportunities for improvement:
Information Architecture
Content
User Flow
visual design
USER RESEARCH- Interview
18 in depth interviews
We conducted interviews to get a clearer sense of what people already doing and not doing, what motivates them, what is preventing them from having a healthier lifestyle, as well as their experience with existing health and wellness apps.
We talked to 18 people who might be LifeAlly’s potential customers, some of whom are already quite health conscious, many of which do not maintain an active lifestyle.
"MOTIVATION is the KEY to the change of BEHAVIOUR"
We looked at how LifeAlly’s current features and functions address users feelings and behaviour. Then identified ways to close the gaps.
Prioritise and narrow scope, focusing on essential features that addressed the user needs and business goals.
Analysing data from user research
USABILITY TESTING AND REFINEMENT- LIFEIQ
To clarify the value proposition, we revised the overall on-boarding process. The users are now encouraged to take the LifeIQ quiz to get an assessment of their current life style before opting in. LifeAlly then gives suggestions of small simple goals based on these answers, encouraging users to lead a healthier life. Acknowledging their lifestyle needs improvement, they are incentivized to join LifeAlly, and are guided to the registration process.
Testing
Users need to feel their responses to the LifeIQ quiz honestly reflect their lifestyle. We got 5 users to go through the existing LifeIQ quiz with us and document their experience with answering the quiz and receiving the results.
The structure of the LifeIQ quiz is ten questions, covering three themes (Mindset, Movement, Nutrition), three options for each question, single choice, paired with stock photo representing each option.
Answers were not mutually exclusive- they had a hard time finding the option that reflecting their lifestyle, had to compromise their answer to fit the quiz.
The nature of some questions were
hard to answer with single choice questions
LifeIQ outcome was ambiguous- the users did not understand what the number meant and how it compares.
The stock photos were distracting
REVISED QUIZ:
We reconstructed the quiz without changing the content
- Questions regarding how well you feel are answered with a scale
- Questions regarding choices and frequency are answered by ranking the options
- Added a few new options, widening the selection to seem more comprehensive
- Removed stock photos to convey a direct message
- Removed the LifeIQ score number, replacing it with graphic indication of the quiz outcome
- Display a breakdown of LifeIQ outcomes by category, compared to the outcome of average users
USER FEEDBACK
We took the revised version back to users for testing. Users responded well, and they felt comfortable answering all the questions and honestly.
SKETCHING and IDEATION
Sketching prototype
WIREFRAMES AND PROTOTYPE
Our ultimate deliverable was a conceptual design of the visitor landing page and their onboarding process.
Concepts we are demonstrating
- Bringing forward the value proposition
- Maximising credibility
- Streamlining the sign-up process
- Clarifying the LifeIQ quiz
Features and functions added based on our research
- A mentorship program
- Gamification features, instead of tangible rewards
- Promoting community
- Improving how goals are presented
OUR FINDINGS
LifeAlly is an ambitious project with a fresh angle, attempting to tackle the health issue with technology. Its biggest advantage is the creators’ professional insight towards human behavior. The challenge is how to translate these insights into digital features that coincides with internet behaviors.
Recommendation presented to the client
Credibility is dependent on a number of different aspects, aside from actual content provided by real professions. The trustworthiness of the information and service provided is dictated by how it’s presented. The structure and presentation the website at the moment undermines the great professional insight that LifeAlly carries. But there is great potential, and with strategy we provided, the future is bright for LifeAlly.