Vitality’s rapid growth created a strategic challenge: as products grew, ensuring intuitive self-serve tools  and effective cross-product integration became increasingly complex.

We were asked to redesign the Vitality app’s end-to-end user experience to enhance cross-sell opportunities, enable seamless self-serve across life and health insurance, and better accommodate a growing product range.

The core challenge lay in balancing Vitality’s insurance products with its distinctive rewards programme. The app needed to bring both together in a coherent, engaging way, without overwhelming the user.

Working closely with Vitality’s digital and design teams, we explored several structural models. Should the app lead with rewards to drive behaviour, or focus on making essential journeys like care access and claims simpler and faster?

After careful exploration, we recommended a product-led foundation. This approach prioritised clarity and ease of use across core journeys, while incorporating key elements of the programme-led model to maintain Vitality’s unique appeal and encourage healthy behaviours.

We rapidly prototyped a new app experience, one that brings services like GP bookings, referrals, and claims into a single, coherent flow.

Across six design sprints and three rounds of user testing, we shaped a set of future-facing concepts that unify Vitality’s offer, prioritise self-serve, and create space for deeper engagement with both products and rewards.

The result is a reimagined Vitality experience, laying the foundations for a more integrated ecosystem - one that supports customer wellbeing while making it easier than ever to access the services they rely on every day.