In 2022, Patrick created a UX wireframes for a telehealth’s B2B audience. As the UX/Marketing Content Strategist for Evernorth’s internal UX agency, his job was to improve usability and marketing value for their health services partners. The wireframe below shows an early iteration of the changes made to MDLIVE’s B2B landing page.
MDLIVE determined early on they wanted to distinguish their B2B and B2C experiences with a table designed to address their many audiences.
This iteration recommend placing the three audiences at the top of the sorting table. By placing their largest B2B audience at the far left, the most relevant audience could most readily see their relevant tab. The second most relevant audience could peripherally see the tab very easily. The least common audience here was the “broker” audience. Brokers were agents moving in and out of many fields and would likely not expect to see themselves outrightly addressed anywhere, meaning this audience would also take the least offense for having to seek out relevant content.
Placing the tab for the brand itself (“MDLIVE”) at the far right of the table allowed prioritization of value over vanity in the structure. But by defaulting the table to select to the final tab (“MDLIVE”), general audience content would be immediately featured. The three audiences could then easily self-identify the relevant tabs.
There were more salient data points around the largest group in their B2B audience which made it the easiest to select relevant value-props to feature.
“Employers” is selected in this screen. This audience is very diverse in the size of the population their serving. Here the wireframe draws attention for new marketing claims, stats, or any other salient point to be feature.
“Brokers” is selected in this screen. The wireframe here focuses on more conceptual value props reflective of the agile nature of the audience’s profession.
The table would then be followed by a soft CTA. In this iteration, copy has not yet been written.
Existing marketing materials were leveraged to increase time on the page. Investment of time is an investment of self. Quality video materials allow for a brand to more greatly immitate a human experience, as well as foster as sense of responsibility, even among members of the B2B audience.
Above we see how the page would use existing materials, including the AI assistant Sophie, the patient journey, and patient testimonials. These were materials determined most relevant for the B2B audience.
The two screens above address the final CTA and materials to support the CTA. As certain members of the audience may have reservations about taking immediate action (particularly in the B2B audience), this wireframe calls for strategy around deactivating concerns in order to reconsider the CTA still in upper peripheral.
