Increased paying subscribers for a digital medical ID service
Role
UX Researcher
Contribution
Research, Misc, Impact
Team
2 UX Researchers
Time
14 weeks
Stakeholders
Vitals CEO, Vitals CMO
Deliverables
Heuristic evaluation, Personas, Task analysis, Interview insights, Design recommendations
Vitals is a digital medical ID service struggling with a low conversion rate
The Vitals™ mobile app gives families of vulnerable individuals the ability to manage a profile that contains information about their loved one’s conditions, behavior triggers, de-escalation techniques, medications and caregiver contact information. First responders and 911 dispatchers can use it to offer appropriate help and communication.
Despite its usefulness, 92% of users don't subscribe after signing up, highlighting a retention challenge.
We Interviewed potential subscribers
We sent research invitation emails to inactive Vitals users who registered but never subscribed.
Participants were selected based on diverse demographics (age, race, ethnicity), tech-savviness, past emergency response interactions, and their relationship to medical services (either as patients, caregivers, or both).
Participants completed a think-aloud walkthrough of the sign-up process, sharing their thoughts and reactions while navigating the app, followed by a discussion about their likelihood to use the service.
We discovered their pain points, some expected, some not.
We recommended high priority solutions
Provide Information Upfront
Presently, there is a Welcome Screen that offers details about Vitals after users pay for a subscription.
Moving this screen before asking for users' personal information may make it easier for users to decide whether Vitals is right for them.
Justify requested information
Use Plain Language
We also recommended new design ideas
Some plans were available in limited states, disabling them for ineligible users will make it easier for them to pick a plan.
List customer service contact information and FAQ.
Add testimonials from subscribers with positive experience.
Making the free trial easier to find can shake off the fine print bias/alert.
A quiz in the beginning that will recommend a plan to a user after a series of questions. This provides contextual guidance and personalization, especially when users do not know which plan is best fit for them
Outcome
The new Vitals app followed some of our recommendations.
This experience provided valuable insights into real-world user interaction and collaboration with C-suite members.
