Increased paying subscribers for a digital medical ID service


UX researcher


3 months


Design recommendations, Interview insights, Personas, Heuristic evaluation, Task analysis, Path analysis

Vitals is a digital medical ID struggling with a low conversion rate

Caregivers and self-advocates can input crucial information about their condition or disability in the Vitals app. 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 decided to evaluate the sign up flow in the Vitals App

Our goal was to get an answer for these questions:

  • Are users able to complete the steps during the sign up process?

  • Were people satisfied with the process?

  • What is preventing them from making the decision of subscribing?

We interviewed potential subscribers and discovered their pain points.

Users did not understand what they’re signing up for and it made them hesitant to share personal information

During the account creation process, 4 out of 6 users expressed concern about the lack of information about the app purpose, mission statement, and functionality.

All 6 users consistently had questions about:

  • How the plans worked

  • How their data is protected

  • Why are you asking for all of this information?

  • Who has access to it?

  • What are you using the data collected for?

  • Terms and conditions actually are not terms and conditions that's like all of the intro to this app.

  • How does the application work on the first responder side?/How is my information displayed to them?

Jargon made it difficult to pick a plan

When reviewing the available plans, there was at least one term or phrase users did not understand, including:

  • Peace of mind

  • Geofencing

  • Wanderer

  • Beacon

  • 80ft radius

What are the differences between the plans? What do they all do?

Poor visual design choices completed a poor experience

  • No user could discover the sample profile

  • 4 out of 6 users missed the free trial

  • The other 2 users expressing distrust because of "fine print”

We came up with some low effort - high impact solutions

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.

Simple language will make it easier to understand and pick a plan

Justify requested information from users by mentioning why you need it

Making the free trial easier to find can shake off the fine print bias/alert. Trials can give people a chance to experience how the service works improving the chances of them converting to a paying subscriber.

We also came up with new design ideas

A series of screens answering the basic whats and hows about the service. like an elevator pitch.

Give them a way to clear their confusions instead of leaving them hanging.

Time tested way to build trust with potential customers

Some plans were available in limited states, disabling them for ineligible users will make it easier for them to pick a plan. a quiz which understands the user’s needs and goals can be effective to suggest a plan. like simulating a CSR who’s willing to listen to them.

Planning, revising, and executing the study

We planned the interview focusing on persuasion, emotion, and trust, refining it through multiple pilot runs.

The Vitals executives assisted in connecting with real users via a study invitation and screener survey distributed through their mailing list. We picked a diverse group of participants based on various factors that influence perceptions and accessibility of digital medical services.

During the interviews, we followed a semi-structured approach, focusing on participants' personal experiences.

Reflection and Outcome

If given a chance to improve on our approach, I'd analyze app usage data to inspect where and how many people drop off during the sign up process. This can add significant weight to design recommendations and offer a metric to help strategize their implementation.

As of June 1st, 2023, Vitals Awareness Services ceased operations due to funding issues.

Despite not seeing our design recommendations implemented, the experience provided valuable insights into real-world user interaction and collaboration with C-suite members.