Our curiosity is to understand why…

Why people make decisions, why they behave how they behave and why communities are so important to our future. We believe that people have the power to take control of what’s next and not be held back by what’s come before – overcoming the conscious and unconscious barriers to change. We want people to understand their past, present and the future they want in order that they can transform and reach their true potential.

For over 20 years the team at ICE have been studying and co-designing ways to help people take decisions that lead to better management of illness, to increase wellbeing and build societies’ resilience.

We offer all our research and insight for our integrated health care platform to anyone that will collaborate and help our population be more resilient and provide the best data to support our NHS and Public Health.

Our initial insight was gathered across two large population studies

The insight focussed on the populations’ understanding of health
and wellbeing and the co-creation of a unified brand and
set of interventions designed to enable people to take
greater responsibility for their own health and wellbeing.

We consulted with over 1200 people in total, via 893 on-street questionnaires & 339 through insight groups. From a wide range of social demographics, locations and age ranges.

The detailed understanding we gained enabled us to combine our findings from the varying research methods into succinct profiles for each age group.

Top 7 Population Insight

    1. People don’t understand/recognise their health and implications of
      poor health long term
    2. People want to do more for some themselves – don’t know where to start
    3. People feel ‘frustrated’ ‘abandoned’ –  health system misses key opportunities to engage with the right tools
    4. Want to be treated as the ‘whole person’
    5. Plea – use channels that we use
    6. Lack of trust in Government
    7. They have great aspiration –  they want better, although struggle to define what better is for themselves yet can for others.


The Impact of Best-You

Undertaken in late 2018, this pilot control study measured “activity take up” from a cohort of 24 people, using our Integrated Health Care Platform Best-You to goal set and track for 8 weeks without support.

A study by Appboy, the global leader in mobile customer insight, found that 25% of users will return to an app one day after first using it. Retention then drops to 11% by day 7

Out of the total 24 Halton users who used Best-You to track their physical activity, only 1 person dropped out after the first day,  88% of users returned to the app 1 day after first using it. At day 7, 63% of users were still using the app. At week 8, 52% of users recorded increased activity and 41% of users tracked additional lifestyle behaviours.

Hampshire Best-You as a Service

To investigate the populations…

  • Understanding of health and wellness
  • Knowledge of health and wellness services
  • Experiences of health and wellness services
  • First impressions to online support – Best-You
  • The type of identity to be applied to Best-You Hampshire

The Insight report summarizes the participants understanding and preferences, for example:

  • Health and wellness equates to happiness and physical health and wellness leads to mental health and wellness and vice-versa
  • One Service – a Health and Wellness service that provides Health support and includes financial management guidance as part of the Wellness arm

Top 3 Requirements of an Online Health and Wellness Platform

  • Easy to access/Simple to use
  • Online support/Tracking progress
  • Chat/Groups with people like us

Tackling our Wicked Problems

The Best-You team at ICE ran a research study with Lancashire County Council including a wide set of provider networks to better understand the challenges of the wicked issues that played through the systems stopping collaboration and digital adoptions and the @best future they envisioned. Adopting the DxVxF>R the strategy was built and recorded as a metaphor based design.

Key challenges and key opportunities were identified and clear action plans committed to. The summary document has all the detail in it and the process steps to run a similar diagnostic.

The rally call was to “Develop capacity and environment for behaviour change via digital and face to face hybrid user experiences”.

Liverpool John Moore’s University Control Trial of Activity using Best-You


To explore the influence of using ‘Best You’ to goal-set and track physical activity.

To evaluate the outcomes of using ‘Best You’ by comparing the results against a control group.

What happened  

A randomised control trial, which involved 32 people aged 18-25 years.  Participants in the intervention group used the integrated health care app ‘Best You’ to set a physical activity goal and self-track their physical activity for a 4-week period. Participants in the control group did not. Data was collected from the integrated health care software for moderate and vigorous activity. 


In total, 26 participant’s completed the 4 week study (a retention rate of 77%). On average Best-You users completed 356 minutes of moderate activity.  The control group recorded 275 minutes, an increase of 23% for Best-You users. On average Best-You users completed 161 minutes of vigorous activity. The control group recorded 113 minutes, an increase of 30% for Best-You users.

Three behavioural archetypes to understand weight loss journeys

To design meaningful experiences for people, we must have two things: Understanding and Empathy.  Behavioural archetypes help us do this by focusing on “who does what, how and why”.

Our behavioural archetype study uses real user data and tracked behaviours along with interviews to identify users needs, motivations and pain points.

We have developed ‘behavioural archetypes’ to explain the different ways people engage with ‘Best You’ Integrated health care portal to support their journeys. Meet three of our users types:

  1. Kick-about Kev – The 100m Sprinter
  2. Holiday-bod Hayley  – The Interval Trainer
  3. Active Aaron  – The Marathon Runner