Vamsi Gadey
PRODUCT + DESIGN
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Vida

Vida is a marketplace for health and wellness coaching that pairs people with their own personal health coach. A health coach can be an all-round holistic life coach or a specialist like a personal trainer, a nutritionist, a diabetes educator or a mental health therapist. Once connected, you and your coach will come up with a plan, and your coach will keep you accountable to your goals with frequent check-ins and expert advice. Vida is a subscription based service available directly (B2C) or indirectly through employer or insurance or provider (B2B).

I was the founding designer and built the design function as we raised two rounds of funding in two years. My team helped architect the brand, user experience and product marketing for the consumer mobile apps and coach web app with the product, engineering and clinical counterparts.

My experience at Vida stretched me in new directions, not only as a designer but also as a leader who has to ruthlessly prioritize what's most important to design - and build. I also learnt that best products are built by co-located cross-functional "pods" where product, design and engineering work together as a tight unit bouncing ideas off each other, shipping stuff and drinking beer. 

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SUMMARY

COMPANY - Vida's mission is to transform lives through better health. It provides a marketplace for health and wellness coaching that pairs people with their own personal health coach. 

EXPERIENCE - I was the first PM + designer where I launched its iOS and Android mobile apps. I later built a design team that owned product design, user research, branding and marketing.

LEARNINGS - My experience at Vida stretched me in new directions, not only as a designer but also as a leader who has to ruthlessly prioritize what's most important based on inputs from company, investors, users and last but not the least - intuition. I also learnt that best products are built by cross-functional "pods" working together as a tight unit bouncing ideas, shipping stuff and drinking beer. 

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Onboarding

Two months after Vida's launch, we had a problem: the on-boarding funnel was very leaky, with 60% of app downloads resulting in sign-ups and only 5% scheduling a call with the coach they were paired up with.

Our hypothesis was that by better communicating Vida's value proposition and by better pairing clients with coaches upfront, we will improve client engagement and coach efficiency.

A redesigned on-boarding flow helped setup clients and coaches for a successful relationship. After the redesign, Vida's clients understood Vida's value proposition upfront, and coaches got more committed clients. There was a 35% reduction in coach change requests, and the average call duration for the first consultation went down by 25%.

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Actions

After on-boarding redesign, we focused our attention on retention. Many Vida clients ended up canceling their subscription after their initial plan (1 month or 3 months mostly) expired unless it was paid for by their employer or insurance. 

Our hypothesis was that Vida clients were not able to make successful behavior changes. We found that many users were simply ignoring the trackers set by their coaches and just simply relied on the chat or weekly consultations for tracking.

We completely redesigned Vida's tracking system with the goal of helping clients build accountability to their goals. The new tracking system helped improve engagement with them, with daily app opens increasing by around 127% and daily tracking increasing by 210%.

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Programs

Vida wanted to test pivoting to development and delivery of programs that help people with chronic conditions such as Diabetes and Depression. This project aims to create a learning platform that helps Vida coaches deliver structured interactive content to clients.

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Coaching Dashboard

A web based coaching dashboard for Vida's health coaches that helps them interact with their clients and keep track of all their information: wellness plan, trackers and their progress, lessons, activities, and appointments. Sort of like CRM system for health coaching. 

We made several iterative changes to the coaching dashboard to make Vida coaches more productive and efficient as their roster increased.