Digital Health Check for Personalized Nutrition
Lykon – Lead Funnel Optimization
Industry:
Health Tech
What we did:
Lead Funnel Optimization
My Role:
User Testing, Wireframes & Prototyping, User Experience, Interface Design, Responsive Web Design, Landing Page Design, Information Architecture
Client website
Challenge:
Lykon is a healthcare brand that specializes in DNA-based nutrition. The team brings together leading experts in the fields of nutritional medicine, human genetics, biochemistry, laboratory medicine, motivational psychology, and more. All that expert knowledge comes together to create a digital health check and personalized nutrition plans.
We were tasked with optimizing the lead funnel to improve the drop-off rate. The digital health check is an online survey that is supposed to act as a friend with expert knowledge, one that communicates in a supportive and goal-oriented manner. We guided the client in finding a tone of voice that best suits the brand.
In addition to the questionnaire, we also redesigned the homepage and restructured the information architecture to better communicate the value for the user and optimize navigation.
Digital Health Check
The health check is a personalized introduction to Lykon product lines. Answering a few questions about the current mental and physical state helps pinpoint the most pressing health issues. Lykon has a large database of scientific research that validates the personal recommendations. We needed to strike a good balance between learning about the user and educating them into a healthier future.
Personalised Recommendations
The check concludes with a personalized health plan. It is a step-by-step guide to achieving your health goal. The plan is matched with products that complement the health focus. The recommendations are scientifically sound and based on high-quality research results — that quality and reliability were conveyed carefully in the flow. We reinforced the brand through scientific findings, medical professionals' quotes, and user testimonials.
New Information Architecture
In addition to the digital health check, we came up with new information architecture and restructured the menu for mobile and desktop to make product categories easier to understand. The most important part of the page redesign was retelling the story from the hero’s perspective and communicating the value of DNA and blood tests — there is a world of wisdom to be uncovered about predispositions and tendencies in your genes. The field of DNA testing is definitely a complex one, so we worked closely with the marketing team to get the right message across.
