The company

A bit about PAI Health

PAI Health’s products center around a health metric called a PAI Score. A user’s PAI Score is determined by data from their wearable device including heart rate data such as max heart rate, resting heart rate, age, biological sex at birth, weight and height. You can think of it as a more accurate alternative to steps. The algorithm was developed by a nobel prize winning health science team at The Norwegian University of Science and Technology and is based off of the largest health study in the world - the HUNT study. PAI currently has over 20 research partners studying the efficacy of PAI in fields such as cardiac rehab and with cancer patients in remission.

Currently over 20 million users have access to the PAI Score through 1 of 3 ways. PAI’s products and services include:

1.  a consumer facing mobile app
2. an analytics dashboard for insurance provides, health providers, and researchers
3. through 3rd party integrations in top health and fitness apps, wearable apps, and insurance and health provider apps.

Overview

How we got here

Health tech has reinforced the idea that our steps, weight and calories are the metrics that matter when it comes to managing our health. PAI Health provides an alternative, more effective and more accurate metric - called PAI. Unfortunately, asking users to rethink these deeply rooted norms that form a long established construct of what it means to be healthy was proving to be no small task. 

PAI Health’s mobile app retention and churn rates were indicating that the problems we wanted to address occur within a users experience of the app in their first 7 days. I wanted to know what was preventing users from completing onboarding, and why they stop coming back.
‍

66%

of users download the app and never complete onboarding

83%

of users never come back after 7 days

23%

of users do not move past the first screen

My role

Senior Product Designer

I am a Senior Product Designer at PAI Health, where I work on a product team and lead the UX/UI design of our 3 products. For this project in particular, I was the project lead and responsible for all UX/UI deliverables and running the sprint.

Working with a small team means that I am involved in all stages of the design life cycle. I worked most closely with our UX Content Strategist on this project and our Senior UX Designer laid much of the groundwork for the existing app experience before I joined the team.  

Prior to this project, I had recently completed a revamp of the company’s visual identity including new color palette, illustration style, graphic motifs and overall strategy when it comes to ethical representation. Part of this project involved bringing that new visual identity into the product experience and beginning the process of re-skinning our product design system.

The goal

Senior Product Designer

The high-level goal was to improve the onboarding experience in PAI Health’s mobile app to improve activation and retention.

My Process

Design thinking framework

In order to make sure my solutions are human-centered and based off of real user problems, I follow the 5 stages of Design Thinking framework.  

Starting with Empathy

What existing users were saying

What prompted us to further optimize this onboarding experience was the vast well of customer feedback we were receiving that

Who are our users?

PAI's user personas

Foundational research for PAI included narrowing in on 3 user personas in the earliest stages of the product’s development. These personas were crucial reference points in my design process as I worked to establish trends user’s pain points, why and for who they are occurring, and how we could optimize the experience based off of their unique needs.