Healthspan is a UK's largest mail-order supplier of vitamins, minerals and health supplements.

UX DESIGN

CONTENT STRATEGY

HEALTH tech

UX Design

CONTENT STRATEGY

HEALTH TECH

Healthspan needed to make their site more engaging to drive purchases. My tasks were to:


1. Evaluate the current site: I reviewed the existing website to identify user pain points and disengagement areas.


2. Conduct research and make recommendations: For quick improvements and long-term enhancements. These included simplifying navigation, improving copywriting, integrating new brand imagery, and enhancing key landing pages.


These efforts aimed to create a more engaging and user-friendly experience, encouraging users to explore and purchase more effectively.

Healthspan needed to make their site more engaging to drive purchases.
My tasks were to:


1. Evaluate the current site:
I reviewed the existing website
to identify user pain points and disengagement areas.


2. Conduct research and make recommendations: For quick improvements and long-term enhancements. These included simplifying navigation, improving copywriting, integrating new brand imagery, and enhancing key landing pages.


These efforts aimed to create
a more engaging and user-friendly experience, encouraging users to explore and purchase more effectively.


Summary of recommendations

Summary of recommendations

After conducting an extensive review of the site and supporting research, I compiled a summary of the good features, quick win improvements, longer term improvements and conversion ideas.

Finding out what makes customers tick

Finding out what makes customers tick

To better understand specific triggers for someone to visit Healthspan and purchase supplements, I used a research agency to gather test participants that were interested or proactive in managing and maintaining their health.

The range of triggers shaping people's actions

My initial goal was to identify the triggers influencing their actions. To achieve this, I conducted a survey, which yielded some very interesting results.

My initial goal was to identify the triggers influencing their actions. To achieve this,
I conducted a survey, which yielded some very interesting results.

53%

Want to make specific improvements.

24%

Experience diet deficiencies.

13%

Want to improve mental wellbeing.

10%

See supplements recommended on TV/Media/News.

Journey to product selection

I then analysed a combination of web traffic and email clickthroughs, to identify the top entry points (landing pages) to Healthspan and user sentiment around navigating the site.

Navigation review

Giving users
the 'why' with Training Zone

For customers, navigation was one of the biggest sticking points in getting their vitamins, supplements or even just advice. So I set about to thoroughly review the navigation and make recommendations.

Health Conscious Realists

Buying vitamins and supplements spans a very wide audience, however, there are clear levels of engagement in this market. To start with, I defined a specific set of customers as 'Health Conscious Realists' and of that, there are two types:


Minimisers - Just want a quick solution and have other things to worry about.


Maintainers - Proactive and interested in bettering their health.

Meet Fred & Ella

Fred & Ella represent both 'Minimisers' and 'Maintainers' respectively and I put together personas to help paint a realistic picture of Healthspan's audience.

Where would Fred click?

Where would Ella click?

Navigation recommendations

Navigation overview
& recommendations

Navigation overview & recommendations

To provide clear insights, I mapped out the site navigation and highlighted key focus areas where changes could enhance the customer experience and boost sales.

Page design reviews

For the page design reviews, I created deliberately basic layouts to emphasise functionality over small aesthetic details. This approach ensured that the focus remained on improving user experience and navigation rather than getting sidetracked by visual elements.

To aid in this process, I used a set of review annotations to categorise feedback:

Home page

Home page continued

Product category page

Product category page continued

Opportunities to increase engagement & belief

Opportunities to increase engagement & belief

As you can imagine, there are various types of customers who purchase vitamins and supplements. To better focus on opportunities to increase engagement and belief, I created a set of four distinct personas and plotted them on an alignment chart.

Focusing on True Believers

The research indicated that we need to nudge Healthspan customers towards “True Believer” behaviour. True Believers are the most loyal customers and are the most likely to recommend Healthspan products to friends or family, surpassing any conversion metric achieved through traditional sales methods.

How this could work in practice

To implement the ‘True Believer’ recommendations, I reviewed existing pages and annotated specific focus areas that would resonate with customers. Here is a product page example:

Results

Results

The comprehensive website audit and redesign for Healthspan led to significant improvements.

We achieved a 20% increase in customer engagement and a 15% rise in conversion rates.

The revamped navigation and personalised content boosted user satisfaction and streamlined the purchase process. Enhanced product descriptions and professional endorsements increased customer trust, resulting in higher repeat purchase rates.

Overall, the project successfully transformed the user experience, driving both engagement and sales.