MOBE, a new path to better health
MOBE is a personalised health guidance company, combining human expertise with digital technology to help people live healthier lives and reduce the healthcare costs associated with chronic conditions.
They work across four distinct audiences: individuals seeking personal health support, employers looking to improve workforce wellbeing, health insurance providers managing the cost of care at scale, and healthcare advisors accelerating client savings.
The offer is genuinely compelling, but the website wasn't doing it justice. Outdated design, an unclear user journey, and a structure that made it hard for any of the four audiences to quickly find what was relevant to them, the site was creating friction where it needed to create confidence.
MOBE's challenge was clarity, not awareness. Visitors were arriving and leaving without understanding which part of the offer was for them. The site needed to work harder at the moment of landing.
The design challenge was fundamentally structural. Four audiences with meaningfully different needs, motivations, and buying processes. The site had to welcome all four, without making any of them work to find themselves in it.
We approached it as an information architecture problem first and a design problem second. Only once the audience routing logic was clear did the visual design follow.
Discovery and architecture
UX/UI design
Craft CMS build
A custom Craft CMS build giving the MOBE team full control over content, resources, and campaigns without developer dependency.
The outcome
+10.8%
Conversion Rate
+24.5%
Conversion Rate (Organic Search)
+23.2%
Engaged Sessions (Unassigned)
Clarity at first glance
The new homepage routes individuals, employers, and health plans into their own journeys immediately, reducing the work a visitor has to do to find what's relevant to them
A design that matches the offers’ credibility
MOBE works with major health insurance providers and enterprise employers, the site now reflects the calibre of those relationships.
Independent editorial control
Craft CMS means the MOBE team can publish resources, update content, and run campaigns on their own schedule, no development bottleneck.
Built for a complex offer, not in spite of it
The information architecture turns a multi-audience, multi-product proposition into a site that feels intuitive, whatever type of visitor is reading it.
Got a complex offer that needs to be made clear?
Let's talk about how to build a site that does the work.
