Lively
A top-rated health benefits platform for individuals and a full suite of flexible employee benefits for companies, brokers, and consultants.
Year:
2024
Timeframe:
6 Weeks
Tools:
Figma
Category:
Website Design
Overview
Reimagining Lively's hero section to be more user friendly and visually appealing experience.
By simplifying the layout, strengthening the visual hierarchy, and aligning it with the brand’s energetic identity, the new interface feels polished, intuitive, and welcoming—creating an immediate positive first impression for users.
Off-brand visual design that lacked warmth and personality
The original hero section on Livelyme.com delivered a poor first impression. It featured outdated imagery, an off-brand visual style, weak visual hierarchy, and a cluttered layout that didn’t translate well to mobile. The call-to-action felt buried and uninviting, resulting in low user engagement on the homepage. As the sole web designer, I was tasked with transforming this hero into a modern, welcoming experience that reflected Lively’s core brand values of human connection and trust — while clearly communicating the value of their smarter HSAs and flexible employee benefits.
Modernizing the Hero Section with Simplicity, Animation, and Human Warmth
To solve the core issues, I led a complete redesign of the homepage hero section. As the web designer, I focused on creating a clean, trustworthy, and engaging experience that aligned with Lively’s brand values of human connection and trust. Simplified Layout & Improved Visual Hierarchy: Reduced clutter by streamlining content, strengthening typography scale, and creating clear focal points so users could instantly understand Lively’s value proposition. Elevated Brand Expression: Replaced outdated, generic imagery with warmer, more human-centered visuals that better reflected Lively’s approachable personality. Added Meaningful Animation: Introduced subtle, purposeful micro-animations that guide attention, improve perceived performance, and create a more dynamic yet professional feel without being distracting. Mobile-First Optimization: Completely rebuilt the mobile experience to ensure the hero felt spacious, readable, and inviting across all devices. Stronger CTAs: Brought the primary calls-to-action forward with better placement, sizing, and visual prominence to drive user action. Designed the new hero solo and then collaborated closely with Lively’s product team through multiple rounds of iteration and feedback to ensure the final version balanced design excellence with technical feasibility. Visit Website: https://livelyme.com/
