Dan Birman

Building a design team at Vida Health

Senior Director of Design · 3 min

Three screens from the redesigned Vida member app: My Goals with daily calorie, weight, water and steps cards; a weight progress chart with the member’s dietitian below it; and a weekly weigh-in

Vida Health had gone more than a year without a design leader when I joined. I handed marketing design to a creative director and put my time into the product, hired a third product designer so the patient app, the clinician tools, and the employer view each had one owner, and built a design system with 200+ components that made the team about three times faster. In one year the app’s average App Store rating rose a full star and NPS rose almost 20 points. Sean Ross, a principal designer on my team, is now Head of Product Design.

Role
Senior Director of Design
Team
3 product designers; 4 to 5 marketing designers at first
Manager
Chief Product Officer
Timeline
2022 to 2023
+1★
average App Store rating, in one year
~80
NPS, up almost 20 points
~3x
design team speed, after a new design system with 200+ components

The member app

Vida grew fast during COVID, and the product grew faster than anyone could keep coherent. Features piled onto the member home, with every team fighting for the same screen. Members came to do two things, log their health and reach their care team, and the home made both hard to find. The redesign gave them one home, one vocabulary, and one next action.

The old Vida home: Featured, To-Do List and Appointments stacked one after another, with Habits and Trackers further down
Before: Featured, To-Do, Habits, Trackers and Appointments, all on one screen
The redesigned home: a feelings check-in, then today’s items as one checklist: a resilience lesson, a follow-up with the care team, and a mindful walk
After: a feelings check-in, then today’s plan as one list, with habits, trackers and to-dos folded together

The short version. Ruli is the case study I go deep on; for this one, ask me.

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