Aldera is a healthcare IT company that provides a white labeled front end and backend experience to more than 35 different payers and administrators representing over 34 million individuals. With clients varying across both government and commercial markets their technology platform was over 20 years old and in desperate need a refresh. 

Working with Seamgen, my role was to direct and architect a flexible, white labeled interface for use across multiple payer brands.


Net Promoter Score


Less time spent on site*

*This is a great thing in healthcare tech where users want to get what they need and get on with their day. We focused on efficiency in everything we did.


Getting to know their users

One of the first things we did was start talking to their internal customer support teams and their clients. We got to know what people called in the most for as well as where the pain points for existing clients. When dealing with legacy software the list of complaints is long and sometimes obvious. Even when that's the case I believe its still important to engage users and stakeholders and hear them out. Sometimes we uncover not so obvious things, but even more importantly it's a chance for users to be heard and involved in the design process.

Aldera’s legacy product had over 500 pages of dynamic content and a seemingly endless feature set capable of doing everything from handling customer service to creating company benefits plans. After talking with users, stakeholders and product owners we started to re-map the experience and combine, renaming or even removing complex features.

Streamlined user flow

Streamlined user flow


Testing our assumptions

As we completed our initial round of wireframes we started planning how we would test it. Our initial prototypes were built with InVision, however we needed to move to something more robust and interactive so test users could interact and input real data based on tasks. 


We built a prototype in Axure and tested both remotely via UserTesting as well as recruited in person testers so we could observe them using the portal firsthand.

Click here to check out the Axure prototype

Here's a few slides from the summary report we created outlining what we tested, the results and how we improved.



Building the design system

A key to building any white labeled application to ensure a solid and flexible foundation of stylized components. In most cases this means building strong component library that can be customized with primary and secondary color palettes and typefaces.

We spent the majority of our time defining our component library elements in wireframes and testing, so once we got to visual design we could really focus on subtleties of the design elements and flexibility of the system.



Final Design Comps

We delivered a comprehensive design system and elements to Aldera's internal development team. The new platform design was instrumental in retaining Aldera's existing clients and bringing in new ones. The responsive platform was a key component in driving the acquisition of Aldera's parent company, Valance, for more than $219m by Evolent Health. 


My role

–– Product strategy
–– Product management
–– Creative & UX direction
–– User testing & script development

UX & Visual Design

Kyle Blackman

Prototype development

Mark Coulstring