Big Health UK's digital transformation
Big Health UK is a leading healthcare enterprise dedicated to providing clinically validated, software-based mental health treatments.
Through their innovative apps like Sleepio (CBT for insomnia) and Daylight (CBT for anxiety), they empower users to access effective mental health support.
Our journey with Big Health began with a focused mission - to enhance the web experience for their flagship Sleepio app.
Big Health initially approached us to refine the Sleepio landing page as the existing design didn't effectively align with the app's aesthetic, the copy lacked a customer-facing tone, and overall the previous page felt disconnected from the product's friendly and supportive nature.
The primary goal was to increase conversions by creating a more cohesive, approachable brand experience.
We tackled this by:
- Rewriting copy to be more customer-centric and empathetic.
- Creating a custom video that vividly highlighted the app's benefits and user experience.
- Implementing a conversion-focused design with intuitive layouts.
- Adding subtle micro-interactions to enhance user engagement.
Big Health initially approached us to refine the Sleepio landing page as the existing design didn't effectively align with the app's aesthetic, the copy lacked a customer-facing tone, and overall the previous page felt disconnected from the product's friendly and supportive nature.
The primary goal was to increase conversions by creating a more cohesive, approachable brand experience.
We tackled this by:
- Rewriting copy to be more customer-centric and empathetic.
- Creating a custom video that vividly highlighted the app's benefits and user experience.
- Implementing a conversion-focused design with intuitive layouts.
- Adding subtle micro-interactions to enhance user engagement.
This initial project significantly increased conversion rates from 39% to 60.2% on the Sleepio landing page, and paved the way for a more comprehensive collaboration - a full redesign of Big Health's entire digital presence.
The challenge: aligning brand with impact
Building on the success of the Sleepio landing page, a broader challenge emerged for Big Health. Their existing website didn't fully represent their approachable healthcare brand, creating a misalignment between their digital therapeutic products and the online experience. The site felt basic and overly technical, failing to showcase the compassionate, mental health-focused aspects of their service. And their marketing materials weren't effectively showcasing their true brand identity.
The Demandflow team embarked on a complete brand refresh, website redesign, and Webflow development project, collaborating closely with their UK Marketing Lead.
The goal was to take Big Health UK’s existing site structure and modernise it, creating a visually engaging experience that properly highlights their digital therapeutic products across a 30+ page website.
We updated their colour palette, typography, and graphic style, evolving the brand to feel sharper and more aligned with their new positioning while still maintaining the vibrant energy that set them apart.
Crafting a compassionate digital experience
We evolved their visual approach by implementing:
- Softer Colour Palette:
- Global Colours: Warm neutrals for soft, calming tones, complemented by an optimistic gold accent.
- Sleepio: A calming lavender, blending serenity with clarity.
- Daylight: A vibrant apricot, embodying warmth and optimism.
- Refined Typography: Utilising Rethink Sans, a humanist sans-serif font chosen for its clear focus on legibility and subtle character, appealing directly to their customer base.
- Balanced Imagery: A thoughtful mix of lifestyle imagery combined with illustrations to create a warm, welcoming, and relatable aesthetic.
- Effective Whitespace: Strategic use of whitespace to improve readability and enhance content hierarchy, guiding users through their mental health solutions.
Empowering the marketing team
A crucial component of this project was empowering Big Health's marketing team. Their previous Webflow site was set up in a confusing way, hindering their ability to make even simple updates.
We transformed their content management capabilities by providing:
- Comprehensive Training Resources: Developing clear SOPs to train their marketing team on Webflow.
- Simplified CMS: Implementing an easy-to-update content management system for blogs, resources, and other content.
- Component-Based Webflow Build: Creating a flexible, component-based structure that enables the marketing team to make website updates without needing a developer.
- Advanced Tracking & Attribution: Setting up UTM parameters for every blog post, with custom CTAs based on the app (Sleepio/Daylight) to accurately track sign-up attribution.
- Seamless 3rd Party Integrations: Deeply integrating their website with their existing tech stack through Google Tag Manager, Google Analytics, and Hubspot, providing the marketing team with actionable data.
The results
The redesigned website now serves as an effective digital front door for Big Health UK:
- A cohesive brand experience that properly aligns with their digital therapeutic products.
- Improved user journeys that better guide visitors toward their mental health solutions.
- A website that effectively communicates the supportive, approachable nature of their platform.
- Redesigned marketing collateral that seamlessly matches their refreshed web presence.
- A marketing team empowered with the tools and knowledge to confidently maintain and evolve their digital presence.
Working alongside Big Health, we've created a digital experience that truly represents their commitment to accessible mental healthcare, helping more people connect with the support they need.
