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TELADOC HEALTH

 

Optimizing the Teladoc Health B2B Experience

 
 
 

The Ask

Teladoc Health (TDH) is the world's only integrated virtual care system for delivering, enabling and empowering whole-person health — from wellness and prevention to acute care and complex healthcare needs.

In a highly competitive marketplace, TDH is at a precipice to demonstrate their position as the market leader and reinforce their legitimacy in health & tech.

Teladoc asked us to assess the needs of their B2B users and analyze their website in order to build a more engaging digital experience.

Our key objectives were:

  • Incorporate the TDH brand refresh through mission, narrative, brand voice and visual direction.

  • Better reflect value prop and key differentiators and establish what sets TDH apart from the pack.

  • Allow greater flexibility to nimbly update content on key/high visibility topics on an ongoing basis.

 

My Role

 
 

I was the lead designer on this project, working closely with a content strategist, the dev team on the client side, project managers, a copywriter, and key stakeholders. My primary roles were UX, wireframing, design concepting, and visual design.

 

Sprint to Launch

This fast-paced sprint occurred during the last quarter of 2020. The new site launched in June of 2021. The six months post-launch resulted in an +85% overall increase in monthly visits with a major uptick in traffic on mobile devices.

 
 

Data via SimiliarWeb

 
 
 

PROBLEM

A Misaligned Web Experience

Teladoc Health is the global authority in whole-person virtual care—offering the technology to connect, expertise that can be trusted and the power to improve health for all.

Their previous site experience did not reflect their industry-leading capabilities. It was not intuitive and lacked focus on their true business objectives, resulting in year-over-year drops in engagement and overall conversion rates. The site was created with no dedicated focus for content strategy and UX.

 
 
 
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STRATEGY

Jobs To Be Done

Converging our core needs and actions into key ‘Jobs To Be Done’ allows us to focus on the core components of the site and the business objectives that pertain to each of those components. 

Our site appears to converge around four main quadrants:

  1. Learning about telemedicine and industry trends

  2. Finding more information on TDH as a company

  3. Exploring whether TDH has a solution that is right for me 

  4. Accessing or getting support for my TDH product

 
 
 

Establishing the ‘Jobs To Be Done’ allows us to begin defining the new user flow. The exact methods and actions to fulfill user needs comes into sharper focus.

 
 
 
 

UX

 

Wireframes

Once our user goals and primary objectives were determined, we began a series of wireframes while working closely with clients to continuously refine content hierarchy.

In total, we created eight template wireframes for three breakpoints that cover the majority of the TDH site:

  • Homepage

  • Who We Serve

  • What We Do

  • Who We Are

  • Careers

  • Newsroom

  • Resource Center

  • Contact Us


 
 
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VISUAL DESIGN

 

Design Concepts

With an accelerated timeline, we streamlined design concepts into short phases. Starting with three general site style options, we were able to establish the clients’ preferred pairing of photography style and copy tone-of-voice.

 
 
 

We then proceeded to create three visual concepts in the form of style guides. Their choice ultimately was “Linear Layers”, a direction that uses data overlays, linear elements, and their unique “connector” motif to convey the idea of technology and innovation in healthcare. A stripped back design keeps this look feeling clean and modern. 

 
 
 
 

THE OUTCOME

Final Product

Humanity and warmth are equally central to Teladoc Health’s mission and purpose as an innovative global tech leader. Balancing these aspects was key to our approach for overall design and brand voice.

Through UX design and content structure, we created a messaging hierarchy that unfolds intuitively from module to module—deepening the understanding of TDH offerings as users travel through the site. By utilizing clean, bold imagery and maintaining consistent use of key branded elements, we built a more robust brand presence. As TDH continues to leverage the power of the brands they have acquired and telemedicine evolves at breakneck speed, we fully factored in the need for flexibility in updating content with ease.

 
 
 

Look & Feel

We designed a modern, minimal visual style with bold imagery and typography to reflect the clarity of the brand and its message. The hero image is both professional and down-to-earth, genuine and optimistic.

Adding negative space to the visual and copy elements allows the users to engage in the TDH narrative with less distraction.

 
 
 

Depth

We utilize copy blocks overlapping against images to create a subtle, layered effect. This represents the unsurpassed depth that TDH services provide and adds a dynamic feel to the site experience.
 
 
 

Connector Network

The merging of innovative tech and accessible care is encapsulated by our use of the “connector network”, interspersed subtly throughout the site.

TDH offers a breadth of services unmatched by competitors. Each dot in the “connector web” can be viewed as a point in the customer journey or a provided service, with the TDH connector serving as the conduit tying everything together.

 
 
 
 
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“The site is AWESOME. What a great team effort. You guys knocked it out of the park. Really enjoyed working with you.”

- Olga Eskinazi

(Director of Brand Marketing at Teladoc Health)

 
 
 
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