AI Foetal Ultrasound UX Redesign Boosts Conversions

Executive Summary

Boost trial-to-paid conversions with AI foetal ultrasound UX redesign—improved onboarding, mobile UX, pricing clarity, and real-time support for healthtech.

A healthtech start-up specialising in AI-enhanced foetal ultrasound imaging was experiencing disappointing conversion rates from trial to paid users. Despite offering clinically robust technology, the platform struggled with user retention due to a lack of clarity during onboarding, confusing pricing structures, and an underwhelming mobile experience. Users frequently dropped off early, citing difficulty in navigation and the absence of timely support.

To address these issues, we implemented a complete redesign of the user journey, focusing on clarity, responsiveness, and assistance. The onboarding process was restructured to emphasise value from the outset. Pricing was simplified, the mobile interface was significantly improved, and contextual support was embedded to assist users in real time. These targeted interventions led to a doubling of the trial-to-paid conversion rate from 11% to 24% within just three months. In parallel, support ticket volumes fell by 40%, and task completion rates on mobile devices rose by 60%. The platform also saw a marked improvement in user trust and satisfaction, which translated into more frequent recommendations and increased referral rates.

Client Challenges

The client faced a number of interrelated challenges that were restricting their growth. Users found the navigation cumbersome, often struggling to complete the enhancement process. The onboarding journey lacked structure and failed to clearly demonstrate the platform’s value within the seven-day trial period. A dual-pricing model—offering both credit-based and subscription options—created confusion at the point of conversion. This complexity was exacerbated by a poor mobile experience, despite mobile being the primary channel for over 60% of users. Furthermore, the platform lacked embedded support features, making it difficult for users to find help when they needed it most, which increased abandonment and user dissatisfaction.

Project Overview

The platform was a web-based application powered by a modern tech stack: Angular on the frontend, FastAPI on the backend, and PostgreSQL for data integrity and transactional reliability. Apache Kafka supported real-time event handling, while Redis ensured fast access to frequently used data. Docker and Kubernetes enabled flexible and scalable deployment. The project ran from January to March 2024 and was designed to be cost-effective and scalable, aligning with the client’s ambitions for future growth.

Why the Client Chose Us

The client selected our team based on our extensive experience in healthtech user experience design, particularly within AI-driven environments. Our ability to interpret complex user behaviours, navigate regulatory demands, and align with clinical workflows gave the client confidence in our approach. They trusted us to enhance the platform’s usability and drive measurable improvements in conversion and satisfaction.

Solution and Execution

Our redesign strategy was rooted in a user-first, data-informed approach. We began by mapping the user journey to uncover pain points across onboarding, pricing, feature discovery, and mobile interaction. The onboarding process was rebuilt to deliver a structured, goal-oriented experience that helped users realise the platform’s value from the start. The enhancement workflow was streamlined to minimise steps and offer real-time previews, helping users understand outcomes more clearly and gain confidence in the AI’s capabilities.

One of the most impactful changes was the simplification of the pricing model. We replaced the confusing dual approach with a single, transparent subscription structure, which eliminated hesitation at the checkout stage. Mobile responsiveness was dramatically improved, ensuring consistent experiences across smartphones and tablets. To further reduce friction, we embedded contextual support at key points of the user journey, allowing users to get help in the moment rather than having to leave the platform to seek assistance.

Agile execution enabled us to prototype rapidly, test iteratively, and validate improvements through direct user feedback in successive development sprints.

Key Features Delivered

The redesigned platform introduced structured onboarding flows that guided users through initial tasks, ensuring early engagement. The image enhancement journey was refined into a simple two-step process with real-time AI previews, giving users immediate feedback and enhancing trust in the technology. Interfaces adapted based on the user’s role—clinician or parent—ensuring relevance and clarity. Real-time chat support was introduced, which significantly reduced reliance on email or external help resources. Finally, the checkout process was made frictionless through a single-pricing model that users could understand and act upon with confidence.

Measured Results

The results were both rapid and significant. Trial-to-paid conversion rose from 11% to 24%, directly tied to improvements in the onboarding journey and pricing clarity. Support ticket volume fell by 40%, as users found it easier to navigate the platform and access help when needed. On mobile, task completion rates increased by 60% due to improved layout responsiveness and simplified user flows. The proportion of users completing the image enhancement journey rose from 47% to 73%, a direct result of clearer workflows and the introduction of real-time guidance.

System performance also improved. Average image processing time dropped by 25%, thanks to optimised backend operations and the introduction of real-time previews. User satisfaction, measured through post-trial surveys, rose by 35%, with a notable increase in likelihood to recommend the platform. This was reflected in a 28% rise in organic referrals, suggesting that improvements in experience translated into broader market advocacy.

Implementation Challenges

The project presented several challenges. Designing for two distinct user groups—clinicians and expectant parents—required careful balancing of simplicity and clinical depth. Mobile optimisation was another complex task, demanding extensive testing to ensure that critical functionality remained accessible and intuitive across devices. A further challenge lay in communicating complex AI outputs in a manner that was both clinically accurate and understandable to non-specialists. Additionally, the payment system had to accommodate global users, supporting secure and frictionless international transactions.

Lessons Learned

The most important lesson was the need to demonstrate value from the very first user interaction. We found that onboarding is not a single screen or tooltip—it is a carefully choreographed journey. Support must be proactive and embedded within the user context, rather than relying on external help channels. Pricing clarity emerged as a powerful trust builder, while treating mobile as a first-class experience proved essential, not optional.

Next Steps

Looking ahead, the platform will introduce image-sharing capabilities for clinics and families, enhancing collaboration and engagement. Team account features are being developed to support wider adoption in clinical environments. User feedback will guide the prioritisation of premium features, beginning with advanced video enhancement tools. A/B testing will continue to refine onboarding and pricing strategies. Finally, once the user base reaches sufficient maturity, the client plans to pursue HIPAA certification in preparation for expansion into the United States.

Final Thoughts

This project demonstrated how strong clinical technology alone is not enough. By addressing the practical and emotional experience of users, we transformed a promising AI platform into a product that users trust, recommend, and pay for. The improvements not only reduced friction and increased conversion, but also laid the groundwork for scalable, sustainable growth in a demanding and high-impact domain.

If you’re looking to transform your digital health platform with a user-centric, results-driven approach, we’re here to help. Whether you need to improve onboarding, optimise for mobile, or simplify complex workflows, our team has the expertise to deliver measurable impact. Get in touch today to discuss how we can support your next phase of growth.