Back to WorkYear In
Growth Design
Premium Feature / 2024Year In
Review
A personalized year-end retrospective for KardiaCare Premium subscribers — turning clinical ECG data into an emotive, shareable narrative that drives retention and organic growth.
- Segment
- Premium Subscribers
- Platform
- KardiaApp iOS
- Focus
- Growth & Retention
- Impact
- Social Growth Loop
Review
The Challenge
KardiaCare Premium delivers real clinical value — clinician reviews, telehealth consultations, advanced ECG analysis. But most users never see that value reflected back to them.
- Invisible ValueSubscribers couldn't easily see what their membership had delivered across the year — reviews used, money saved, milestones hit.
- Clinical ≠ EmotionalRaw ECG data is medically meaningful but emotionally flat. We needed to make heart health data feel personal and worth sharing.
- Retention at RiskYear-end is the highest churn window. A compelling recap would reinforce subscription worth right before renewal.
"Year-end reviews are the ultimate opportunity to transition from a product to a partner in our users' health journey."
Growth Design LeadThe Strategy
A cinematic, scroll-driven experience inside the app. Dark navy with a star-field backdrop — celestial, premium, personal. Each section builds towards a shareable moment.
01
Excavate
Surface meaningful moments buried in clinical telemetry — total ECGs, recording habits, device usage, clinician reviews ordered.
02
Narrate
Arrange the data into a rhythm that builds emotional momentum. From stats to value to gratitude to future action.
03
Amplify
Design shareable data cards that turn personal milestones into organic social content — a built-in growth loop.
Design Principles
Celebratory
Every data point feels like a victory, not a clinical record.
Personal
Hyper-specific stats that feel one-to-one, not templated.
Premium
Visual polish that makes the $10/month feel obviously worth it.
Shareable
Built-in social share flow — every card is export-ready.
The Experience
01 — Opening
2025 Recap
A full-screen cinematic landing — deep navy blue, a star field, and a heart with a live ECG trace. Bold type sets the stage: "Scroll to view your Kardia stats for the year." The entry creates anticipation before a single number is shown.
02 — Your EKG Profile
By the Numbers
A donut chart shows total ECGs taken across all devices, followed by a breakdown of recording habits — most active days (Monday & Friday), peak times (9AM & 10PM), and monthly trends over the year. Clinical data, reframed as personal achievements.
- Total ECGs across all Kardia devices
- Most active recording days and times
- Month-by-month recording trend chart
03 — Heart Stats
Heart Rate & Blood Pressure
Average readings over the year (108/74 mmHg), trend lines, and streak data — surfaced as milestones, not clinical reports. Positively framed even when readings are routine, celebrating consistency as a health win.
04 — KardiaCare Value
What You Got
The highest-stakes section for retention. A dollar-value breakdown of every premium benefit used — Clinician Reviews ($507 in value, 13 reviews) and TeleConnect Consultations ($138, 2 sessions). Progress bars make the value tangible.
$507
Clinician Review Value
$138
TeleConnect Value
05 — Product Story
A Year in Kardia
A curated look at what the Kardia team shipped in 2025 — new tools that made managing heart health simpler. Positions the product as a living, improving partner rather than a static device companion. Builds brand affinity ahead of renewal.
06 — Looking Forward
Resources for 2026
The retrospective ends with a forward look — curated heart health resources and articles to carry momentum into the new year. Ends on an aspirational note, not a hard sell.
The Impact
Year in Review moved from a scheduled feature to an annual ritual — something premium subscribers now anticipate. The campaign drove a 21.9% CTR across 73,718 impressions with zero paid spend.
73,718
Impressions
Unique users who saw the Year in Review card
21.90%
CTR
Click-through rate on the campaign card
16,145
Clicks
Unique users who tapped through to the experience
9,224
Dismissals
Users who dismissed — informing future targeting
Retention
- Definitive increase in annual premium renewals post-launch
- High replay value — many users revisited the experience multiple times
- Became a benchmark internally for future growth design initiatives
Growth
- Viral social cards drove new premium trial sign-ups through organic loops
- Positive community response elevated brand sentiment heading into Q1
- Shared cards outperformed all paid acquisition creative that quarter
What I Learned
The hardest design constraint was trust. Healthcare data is sensitive — users needed to feel seen, not surveilled. Every choice of language and framing mattered more than the visual design.
The project also taught me that growth design doesn't have to be extractive. The most effective retention mechanism we built was simply showing users the value they'd already received — no dark patterns, no manufactured urgency. Just honest reflection.
Tone over aestheticsWe spent more time on copy direction than visual polish. The warmth of the language did more to drive completion than the animation.
Data ≠ insight300 ECGs is a number. "You recorded most on Mondays" is a story. The translation layer was the design challenge.
Share triggers are earnedUsers shared because the data was genuinely surprising and personal — not because we added a share button.