Redefining the User Experience and Visual Identity for Leading Telehealth Provider

Case StudyMDLIVE

Although MDLIVE currently has the largest tele-heath network of providers, the brand’s inconsistent style and disorganization made it hard for users to access the information they needed in order to feel confident enough to go through the lengthy process of seeing a provider. Gallardo Labs was challenged with creating a cohesive brand experience, starting with the main product; the patient portal. We were asked to redesign the entire patient portal for both their responsive web and mobile app experiences (iOS and Android), while simultaneously creating a new foundational ADA compliant component kit to be translated to all other brand marketing areas including the main marketing site. MDLIVE’s main goal was to drastically reduce the number of calls to the call center and create more conversions (aka: provider visits) on the site.


Our patient portal solution included over 300 comps, full UX requirements, and a new component kit that restructured and redesigned the digital brand from the ground up, focused on user needs (both patients and doctors). A new mobile-first global navigation system was created to provide consistent and clear paths for users. We reduced all friction points on the homepage and focused on the user’s main reason for logging in to the portal, to See a Provider. We added an element of lifestyle and personalization throughout the entire process to allow the brand to connect with its users, giving this virtual experience a much-needed human element. We created a cohesive and customized progress bar and reorganized, condensed, and simplified every step of the way.

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  • Brand Strategy

  • Digital Platform Strategy

  • Content Strategy

  • User Experience/User Interface Design

  • Responsive Website Design

  • iOS & Android App Design

  • Ecommerce

  • Web Application Design

  • Product Design

  • Rapid Prototyping

  • User Testing

  • Digital Brand Guidelines

  • Brand Strategy

  • Digital Platform Strategy

  • Content Strategy

  • Icon Sets

  • Brand Tone and Voice Copy

  • Prototypes

  • High Fidelity Wireframes

  • Detailed Design Comps

  • Digital Style Guides

  • UX Requirements

  • Brand Governance

We started our process by conducting several stakeholder interviews to gather requirements, craft the end goal and overall team vision. We did competitive research and worked collaboratively with the internal UX/UI team to ensure all areas of the brand were being taken into account when starting the new designs.

We aligned with the client on a new brand direction by creating lists of descriptive brand words:

  • Feelings
  • Easy to use
  • Innovative
  • Trustworthy
  • Approachable
  • Calm
  • Safe
  • Familiar
  • Values
  • Convenience
  • Credible
  • Reliable
  • Committed
  • Tone
  • Down to Earth
  • Knowledgeable
  • Honest & Direct
  • Authentic
  • Clean & Organized
  • Personable
  • Expert
  • Respectful
  • KPI
  • Recommended
  • Shareable

We performed extensive rounds of user-testing on every batch of work created, revising and adjusting after each set of new learnings.

While creating the responsive web experience for desktop, tablet, and mobile screen sizes, we were also simultaneously creating the custom mobile app experience. We worked alongside product managers and internal team members, adjusting designs as new requirements were discovered. We broke the final solution up into sprints that could be quickly developed, tested, shown to investors, and iterated upon if needed. All copy, colors, images, and UI were created to reflect the business’s desired digital brand image. All UX solutions were created to streamline the process, reduce friction, add a human touch, and build the proper site hierarchy.


We created a iOS and Android app that was stylistically consistent with our responsive mobile design, but was customized through an iterative approach with special features specific to best practices of each native platform.


We were able to capture every single user state, solve any current challenges it presented, and mold it into the new flow and vision. We collaborated closely with both responsive web and mobile app developers to ensure each touchpoint was being implemented to the exact desired specifications. There were many new business needs discovered along the way and we were able to quickly adapt the experience to support them.

One of the biggest UX improvements made was the creation of a consistent global left rail navigation system.

After user testing and data gathering, we were able to reorganize, rename, and drastically simplify their old navigational structure to align with where users were looking for certain items. Homes were made for important items that previously didn’t have a permanent location on the site. We created soft entrances into the “See a Doctor” flow for users who may need more guidance or reassurance that seeing a virtual doctor is right for them. We also used a tray system for alerts and messages that didn’t require a user going to an entirely new section to view.


The actual “See a Doctor” process was streamlined, decluttered, and redesigned using a combination of data and UX best practices. We were able to work with stakeholders to define the highest points of friction and eliminate them.


The component kit was a tremendous help as new team members were brought on to ensure the new style guidelines were followed.

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