Finding the Value Proposition Through a Redesign
Case study of a redesign
The Problem
A new health and wellness company launched that developed lifestyle plans based on a person's genome, blood markers, stress hormones, and gut microbiome. It has an expensive price point of $3,000 with a commitment of one year. Originally the company was focused on providing wellness programs to large organizations, but wanted to launch into the consumer market. The company was struggling with adopting new consumers and had a high acquisition cost of over $200 with 12 different touchpoints.
The Solution
An updated value proposition on a redesigned website focused on health and wellness content as a lead generation tool.
The Team
- 1 project manager
- 1 copywriter
- 3 dev
- 1 product designer 👋
My Role
User research
- Focus group research
- User interviews
- Mapping user journey
- Market research
Designing
- Wireframing
- Information architecturing
- High-fidelity mockups
- Style guide
Discovery & User Research
To reevaluate the company's value proposition from a B2B to a B2C, I led a research initiative consisting of three different value propositions tested with focus groups.
Site Structure
In addition to giving the company more insightful messaging, the focus group research indicated that the best site would be an information hub. Housing both health content and wellness articles that are searchable on the web. I redesigned the site structure to fit this new goal.
Get the full story...
Learn more about this redesign process and hear some surprising takeaways from the user research—
For a full unedited version of this case study reach out here.