VitalChek (contract via Insight Global)
VitalChek order flow
A research-led, mobile-first redesign of how people order official birth, death, marriage, and divorce certificates online from more than 450 government agencies.
Senior UX Designer · 2023
- UX research
- E-commerce
- Mobile-first design
- Prototyping
- Design systems
- Figma
The problem
VitalChek leads its market, but the ordering experience was designed for desktop, with mobile as an afterthought. The gap between desktop and mobile conversion made it impossible to tell what users actually preferred. Forms spanned up to 24 pages, and buttons led to more buttons.
Understanding the customer
I worked from heat maps, analytics, recorded sessions, earlier user tests, and customer-support data. Customers skewed toward women over 35, often ordering for their families.
Solutions
- Mobile first, with special attention to the first screen
- Calls to action that go straight to the destination
- Modern, AJAX-driven form flow with clear progress
- Imagery that shows real customers and the product itself
- Brand reds and blues promoted to action colors, with state seals, to build trust
Process
High-fidelity prototypes of the order flow went through rounds of stakeholder feedback and developer feasibility checks, then external user testing.
Results
TODO: any outcome (conversion, mobile gap, test findings).