LIF ID
LIF built real commercial traction. Pertamina. Bank Mandiri. PLN. PwC, all running corporate wellness programs through the brand's B2B offering, while individual users tracked their health through the LIF app and Smart Ring on the consumer side. But the client roster kept growing while the website stood still. Then LIF launched the Smart Ring, a new hardware product with nowhere on the platform to live. The digital presence needed to catch up to what the brand had actually become.
Challenge
The previous site carried stale content that didn't match what LIF actually sold anymore. But the deeper problem was serving two people who have nothing in common. An individual exploring personal health tools, looking for something simple to track their day. An HR decision-maker evaluating a wellness investment for thousands of employees, who needs program structure and proof it works, not consumer messaging. The old site treated them the same way, so it served neither. On top of that, the newly launched Smart Ring had no dedicated presence at all, a hardware product with nowhere to make its case.
My Roles
This was an independent freelance engagement. I was the sole designer on the project, owning the full process from the initial audit through to final delivery, with no internal agency team behind me. Every decision went through the client directly.
Process
I started with a platform audit and competitive benchmarking across the digital health and wellness space, mapping what content was still accurate, what was outdated, and what was missing entirely. The central question was how to serve two fundamentally different audiences on one platform, without it feeling like two sites glued together. Every IA decision came from that question. Once the structure was clear, content restructuring for both segments, then full UI design, then handoff for development.
Key Decision
Separate Journeys, Single Platform
An individual and an HR manager land on the same homepage wanting completely different things. Rather than splitting into two sites or burying one audience's content behind the other, I built a navigation structure where both journeys branch clearly from the same entry point. An individual finds their path. An HR manager finds theirs. Neither has to dig through content meant for someone else.
Smart Ring as a Standalone Product Within The Ecosystem
A newly launched hardware product sitting inside a software-first brand needed room to make its own case, to individual buyers and to B2B evaluators researching LIF's full capability. I gave the Smart Ring a dedicated page carrying its own value proposition and specs, so it read as a product in its own right instead of a feature note buried in the app description.
Content Rewrite Treated as Equal Scope To Design
Stale content was part of the original problem, not a footnote. Whichever audience landed first, individual or HR, they needed to see LIF as it actually operates today. I treated the audit and rewrite as core deliverables alongside the visual design, so the platform launched with messaging that matched the real product, not last year's version of it.
Validation
I reviewed the design directly with LIF's team at key stages before launch, incorporating their feedback iteratively across the main sections before the site went live.
Solution
The revamped lif.id brings LIF's full ecosystem into one coherent platform. The homepage routes individual and corporate visitors clearly from the moment they land. A dedicated Corporate Wellness section carries updated program metrics and enterprise social proof. The Smart Ring has its own product page, establishing it as a standalone hardware offering. All content across the platform was audited and rewritten to reflect LIF's current products and positioning.
Result
- Platform restructured to serve B2C individuals and B2B enterprise clients through one coherent experience, without splitting into separate sites
- Smart Ring launched with a dedicated product page, positioned as a standalone product within the LIF ecosystem
- Post-launch Lighthouse audit returned green scores across performance, accessibility, and best practices, directly supporting organic search discoverability
- SEO performance improved alongside technical quality, strengthening the platform's reach to both audience segments through search
- All platform content audited and rewritten to reflect LIF's actual product range at launch
Mitsubishi Electric Indonesia