Life Alert
Changing Brand Perception Through UX

Website redesign for Life Alert.


  • User Experience Design
  • Information Architecture


  • Omnigraffle
  • Photoshop
  • Invision App
  • Zurb Design Triggers
  • Integrity

Project Team

  • UX Design colleagues - Mari and Swapna


2 weeks


General Assembly

Project Background

LifeAlert produces medical alert devices and services to protect it's customers in emergency situations. Over the years, the company has most notably been associated with the infamously parodied "help, I've fallen and I can't get up" tagline. Because of the vast amounts of jokes, parodies, and memes produced about LifeAlert, the brand identity has been co-opted by the general public and led astray from it's original messaging which is about saving lives.

Our client project brief tasked our team with "improving the existing digital solutions for current customers" at LifeAlert. A big part of the project was about doing the research, concepting, and strategizing around how LifeAlert should move forward with it's digital assets, and not simply just a re-skinning of the UI and re-architecting of the site structure. Upon initial brainstorming, cursory research, and group discussion, it was clear that focusing solely on existing customers would have little impact overall, and that we would need to drive new user segments through the site. The mobile app was in a good place but the website was suffering severely from a lack of vision, usability red flags, ux debt, and major design flaws. Our focus would target in on the website.

Key Deliverables

  • Personas
  • Wireframes
  • Clickable Prototype
  • Site Audit
  • Information Architecture

The Problem

Life Alert has a shrinking marketshare in the medical alert industry as competitors continue to enter the market. Potential users are interested in an emergency alert system that will enable them to stay active and independent, but are deterred by social stigmas surrounding the brand and product. The current Life Alert website does not engage or educate emerging user segments, communicate available options clearly, or live up to user expectations.

The Solution

Redesign the Life Alert website to expand and enhance the appeal of the brand, educate users, and build trust. We are focusing our efforts on new and existing users who are interested in a digital solution for emergency alerts.

Presentation Deck

This project is available in a more detailed form via this presentation deck.



Without direct access to actual customers, and limited time and budget to reach existing users, we quickly went out to the streets to conduct interviews in the field. W were able to find a number of friendly people who were happy to share their experiences and perceptions about medical alert devices. Our team created a list of topic-focused questions to guide our field interviews. I recruited participants, conducted interviews, and recorded key takeaways. Our team created a survey of projet-specific questions and sent them out digitally using Google Forms. This was incredibly useful. Later in our design process, we followed our prototype creation with a follow-up survey compare the shift in user sentiment about Life Alert.

Site Audit

With the existing website in design disarray, we took the time to catalog and categorize design flaws using heuristic analysis and design principles as our guide. Our team identified more than a dozen fonts on a single page, inconsistent image size and format, use of negative images, an alarming color scheme and other major visual, organizational, navigational, brand standards, and usability flaws.

Our team used the site audit results to empower the types of design decisions that would correct these flaws and ultimately improve the user experience. Combining this, with the initial user research conducted, our team could begin to recreate the website.

Information Architecture

From thinking derived around our persona development process, our team realized the core human needs that each persona represented - being independent, active, and secure. In order to directly tap into the mental for each user segment, we began to develop the site architecture around our users, tying user needs with products, product benefits, and design triggers to appeal to these. By understanding our personas, we could recreate the information architecture of the LifeAlert website in a way our personas would be able to understand. The goal was to have a simple and clear underlying structure, while still ensuring a sales funnel to drive conversions.

Clickable Prototype

About Me

I am Full-Stack UX designer: a strategy-minded user experience designer who conducts research, writes code, and does visual design.

Core Expertise

  • HTML/CSS/Sass
  • Visual Interface Design
  • Experience Design
  • Interaction Design

Core Tools

  • Text Editor
  • Browser Inspector
  • Photoshop
  • Pen & Paper
  • Omnigraffle
  • Invision App

Common Deliverables & Artifacts

  • UX Artifacts
  • Live-code Styleguides
  • Hi-res screen comps
  • Production-ready front-end Code
  • WordPress Themes
  • Clickable Prototypes
  • Final Launched websites

Outside of my Wheelhouse

  • Engineering, Programming, Back-end
  • Javascript Frameworks
  • Illustration & Graphic Art
  • Motion Graphics

UX Design Immersive

During Summer 2014 I was lucky enough to be able to participate in a ten week, full-time, immersive course specifically focused on User Experience (UX) design. The course is crafted by top practitioners in the field, with a specific focus on honing students in their path to a UX design career. Through 400+ hours of face-to-face instruction, presentations, discussions, guest lectures, interactive lessons, real-world client projects, and personable mentoring, the course provided a rounded understanding of the entire UX process. The focus was on core skills, tools, and intensive design sprints encompassing the entire user experience design process. From research and ideation to prototyping and testing, we solved design problems utilizing a industry-proven set of skills and methods.