YorkTest is operating in a high growth market, with accelerating consumer demand driven by convenience, frustration with traditional healthcare and heightened awareness around owning your personal health. With growing competition, the company wanted to evolve from being a leading food intolerance testing provider into a broader health and wellbeing brand, extending its range of products and services, including offering ongoing nutritional support as a follow-on to testing.

A key objective was to build a customer journey that brought this extended proposition to life, driving repeat sales. A critical shift was needed: from a functional, product-centric portal to one that felt welcoming and added genuine value at every stage.