Transforming the Teladoc Health B2B Experience

SUMMARY

Teladoc engaged us to evaluate their B2B users’ needs and analyze their website to create a more compelling and effective digital experience.

MY ROLE

Lead Designer

• UX Research
• Wireframing 
• Design Concepting
• Visual Design

TASK AT HAND

Teladoc Health (TDH) stands as the world’s premier integrated virtual care system, addressing the full spectrum of health needs from wellness to complex care. Facing intense competition, TDH sought to solidify its leadership position and enhance its credibility in the health and tech sectors.

Our mission was to evaluate Teladoc’s B2B digital landscape and craft a more impactful brand identity and online experience that aligns with their leadership in virtual healthcare.

THE APPROACH

A Misaligned Web Experience

Teladoc Health stands as the global leader in whole-person virtual care, providing cutting-edge technology, trusted expertise, and the capability to enhance health outcomes worldwide.

However, their previous website fell short of reflecting these industry-leading strengths. The site lacked intuitiveness and did not align with their core business objectives, leading to declining engagement and conversion rates over the years. Additionally, it was developed without a dedicated focus on content strategy and user experience (UX).

Discovery Phase

Based on comprehensive research, competitive analysis, site audits, and stakeholder interviews, we honed in on key “jobs to be done” and strategic principles to guide the redesign of the new experience.

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:

Learning about telemedicine and industry trends
Finding more information on TDH as a company
Exploring whether TDH has a solution that is right for me
Accessing or getting support for my TDH product

Strategic Principles

Based on comprehensive research, competitive analysis, site audits, and stakeholder interviews, we honed in on key strategic principles to guide the redesign of the new experience.

Clearly showcase Teladoc Health’s identity, including our products, services, target segments, and key partnerships.
Externally: Present the updated Teladoc Health narrative, highlighting our industry-leading innovations and comprehensive offerings.
Internally: Reflect the positive culture and mission of Teladoc Health to attract and engage potential employees.
Bring the HHS buyer’s journey to life by creating impactful content and engaging user experiences that enable customers to self-validate their choices.
Land:
Guide users to validate their needs, find the right initial solution, and initiate contact.
Expand:
Showcase the full range of TDH solutions and offer existing customers opportunities to enhance their current offerings.
Showcase industry expertise, educate prospects, and capture leads through gated content
Rookie: Introduce new users to telemedicine and identify potential leads.
Advanced: Engage existing customers to deepen relationships and explore additional opportunities.
Rookie: Introduce new users to telemedicine and identify potential leads.
Advanced: Engage existing customers to deepen relationships and explore additional opportunities.
Ensure current customers access support and prospects contact sales effortlessly
Quick Access: Facilitate immediate access to tools or support for users seeking swift resolution.
Timely Assistance: Offer responsive support to address issues promptly and effectively, aligning with users’ needs to get back on track.

User Flow

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.

Define Phase

Based on comprehensive research, competitive analysis, site audits, and stakeholder interviews, we honed in on key “jobs to be done” and strategic principles to guide the redesign of the new experience.

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

Design Phase

Given the accelerated timeline, we streamlined the design process into concise phases. Beginning with three general site style options, we quickly identified the client’s preferred combination of photography style and copy tone-of-voice.

We then developed three visual concepts as style guides. The chosen direction, “Linear Layers,” incorporates data overlays, linear elements, and a distinctive “connector” motif to symbolize technology and innovation in healthcare. This streamlined design ensures a clean and modern aesthetic.

“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 | Teladoc Health

THE OUTCOME

Final Product

Balancing humanity and warmth with Teladoc Health’s innovative tech leadership was key to our design approach. We crafted a messaging hierarchy that intuitively unfolds from module to module, deepening users' understanding of TDH offerings.

Using clean, bold imagery and consistent key branded elements, we strengthened the brand presence. With telemedicine rapidly evolving, we ensured the design allowed for easy content updates, accommodating the ongoing integration of acquired brands.

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.

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.

Key Takeaways

As the lead designer on this project, I had the pleasure of collaborating closely with a content strategist, the client’s development team, project managers, a copywriter, and key stakeholders. My primary roles included UX, wireframing, design concepting, and visual design.

Working on this B2C healthcare experience was both fulfilling and enlightening. It was one of my first major projects post-COVID, and navigating remote collaboration was a fresh challenge that soon became the new norm. This project not only deepened my understanding of time management but also highlighted the importance of adaptability and teamwork in a rapidly changing work environment.