Vitality + UserTesting

Vitality partnered with UserTesting to embed human insight into every stage of design, delivery, and communication.

For the global app redesign, the team conducted 22 usability studies with nearly 500 participants across 24 countries. Through unmoderated tests and think-aloud studies, they gathered feedback on every journey, ensuring that major usability issues were addressed through design iterations before development. To measure progress, they introduced new UX metrics like the LUV Score—Lovable, Usable, and Valuable — alongside SUPR-Q. This gave the team a way to benchmark both usability and emotional resonance across cultures.

In parallel, Vitality relaunched its UK member panel as the Vitality Insights Community. By engaging members through monthly newsletters, surveys, and quick polls, the team significantly increased participation and engagement. Open rates for communications to the panel were 35 percent higher than before, and survey completion rates were 46 percent higher. The community also became a powerful vehicle for testing concepts, experiences and communication at scale. For example, through iterative rounds of testing of a key communication, Vitality refined its approach to ensure members better understood key program changes.

The impact of this new research-led approach was clear. For the redesigned global app, members reported a positive experience—finding features more easily, understanding how the program worked, and feeling more connected to the product.

• 93% of users were able to find their coins (rewards currency).
• 91% understood the difference between points (collects towards their engagement status) vs. coins (rewards currency).
• 100% located their status (measure of a member’s overall health).
• SUPR-Q score of 4.4 and NPS of 43, reflecting a more usable and loveable experience.

The revitalized UK Insights Community proved equally transformative. By engaging members through regular feedback and iterative testing of a communication about Vitality Programme changes, Vitality drove higher engagement and stronger comprehension of key program changes.

• Open rates for the communication were 37% higher than average
• Iterative testing produced a 7.7% lift in comprehension and a stronger balance of sentiment
• Insights directly informed in-app messaging, FAQs, and promotional materials

By embedding customer feedback into both product design and communications, Vitality accelerated delivery across 13 localized app markets, reduced costs by eliminating redundant versions, and enhanced customer trust by ensuring that every experience was grounded in further insight. The result is a scalable, repeatable model for continuous discovery that ensures digital experiences are not only usable, but loveable, no matter where members are in the world.