Driving adoption of the Vida App through value proposition redesign
Led a complex redesign of the Vida Signing app to support its transition into a full Document Management app. The goal was to broaden the target persona set and drive higher adoption by expanding the app's value proposition beyond signing use cases.
Project Context
This project was launched as VIDA decided to reposition the mobile app from a signing-first tool to a broader document management solution, with the goal of driving recurring usage and long-term adoption. While the app had strong initial traction for digital signatures, overall growth had reached a ceiling.
I joined as Product Design Lead to assess whether the existing UX supported the shift from signing to document management, and to lead the strategy and execution of a value proposition redesign.
The Problem
An in-depth UX assessment revealed that core document organizer workflows were poorly supported. Document intake was signing-first and fragmented, organization and search did not scale beyond folders, editing capabilities were inconsistent, and sharing options were limited.
These gaps reinforced the perception of the app as a single-purpose signing tool, rather than a daily productivity companion. As a result, the app struggled to support recurring, non-signing document workflows that could drive sustained engagement.
To unlock further growth, we needed to redefine the end-to-end experience to support document intake, organization, editing, search, and sharing as first-class use cases, while preserving the simplicity that made signing successful.
My Contribution
- Orchestrated the transition of the project from an external vendor to a dedicated internal design team, establishing clear ownership and execution readiness
- Conducted an in-depth assessment of the existing app to evaluate UX maturity and identify key pain points across the end-to-end document journey
- Prepared and presented a design pitch outlining core problem areas, a clear product vision, and a phased design roadmap to secure stakeholder and leadership buy-in
Impact & Status
This project is currently at the concept and strategy stage. While measurable business impact is not yet available, it established clear direction, alignment, and ownership for a broader product transformation.
Concept
Strategy stage
Vision
Clear direction set
Buy-in
Stakeholder aligned
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