Dental implantology website
Product Designer
ML Implant System
Nov 2022 / Feb 2023
Team Size
Dentistry and health
Stakeholder understanding
Agile Methodologies
Problem Research Analysis
Research Planning
Qualitative User Research
Product Research Analysis
Competition Analysis
Co-exploration sessions
User Define
Co-define sessions
Information Arquitecture
Interaction Flow
Interaction Design
Conversational Design
Design Documentation
UI Kit Creation
Product Design
The Journey
How was the journey? Direct participation of the client during all the process, based on the communication, short times, quick prototypes and clear definitions.

Firstly, I conducted an internal research by interviewing stakeholders to learn about their goals, problems, reasons for the redesign, among other things. Then, I analyzed the current website, diagramming the timelines, actionables, and deliverables.
About the company internal.
Research, interviews, analytics and mapping the experience
Together with the client and stakeholders, we defined the target audience of the website, they are primarily dentists, followed by dental assistants and dental prosthetic technicians. In a second stage, I analyzed the site's analytics, the flows that users carried out, the conversions, and the efficiency of the tasks. I interviewed dentists to learn how they used the current website and what their pain points were.

In both the interviews and analytics, I found several findings, such as that 45% of total monthly users were new and in an age range of 20 to 25 years, and 55% were recurring users looking for products. I hypothesized that this was largely due to the brand's presence in dental schools and its exposure to a youthful audience. Taking this into account, I worked on the information architecture and the communication, having this on mind.

80% of users who enter the website are dentists/dental assistants (or future dentists/dental assistants), so I created a Journey Map, to map the objectives outside are inside the website of the dentists, to understand their pain points and areas for improvement of their current flow. Later on, flows of screens were designed and the content was adapted.
Value proposition, descriptive text and call to action, along with an image of an experienced dentist, below are the four most searched product categories, from left to right, by hovering one can enter a particular product.
The mobile version, clean and with a good contrast in the CTA, adding the Whatsapp button, on the second screen is the About the company and on the third, testimonials from dentists or industry influencers, to generate credibility and trust of the brand to new and future dentists.
Website usage
The most common usage of the website for them is searching for products and information, interact with the products, visualization of measurements, connection type, variety in the category, images, description, and specifications. It was necessary to understand everything around how and why do they choose certain product among the others.

With almost 70% of users entering from their mobile phones, a simpler and clearer responsive version was created to improve the user experience. Additionally, I worked on a simple following the primary objectives of the users. And, clear information architecture on the home page to facilitate entry to the products.
Some of the screens of the onboarding
Mobile navigation.
User Testing
Usability tests were conducted with dentists and dental assistants of different ages and levels of experience in the industry. Screens were evaluated and iterated to improve navigation and the overall user experience. Important data was found in the usability tests, such as the need to include related products and a chronological order of use, the actual size of the product, etc.
Some of the screens of the onboarding
Products navigation on steps. Once the person clicks on "Products", the corresponding options are displayed, in case the person clicks on a category, more products will be added to navigate to the right.
The internal of the product with its respective variants and sub variants. Displaying the images, description, options to change the platform and height of the implant, thus changing the images and the actual size of the implant. Below, the related products in chronological order. Also having a callout that if they want to buy or ask they can get in touch.
New Sections
New content sections were developed, such as frequently asked questions, not only general ones but for each product family, and a call to action to contact if desired information was not found. A section with testimonials from experienced and recognized individuals in the industry was also included.
FAQ for patients and also for dentists, this same component is replicated inside each product, with the questions referring to the product family.
Testimonials to increase brand credibility.
UI Kit
To maintain consistency and coherence in the designs, a UI Kit was created on Figma using brand guidelines, approached with Atomic Design.
UI Kit.
Measuring success and the end of the journey
The website will be created in Webflow, a technology of easy implementation, high quality, and performance, with a CMS system to manage the different products.

Measuring success is essential for any design project. To measure the success of this project, it is important to use different types of metrics that allow evaluating different aspects of the design and user experience. By using different types of metrics, it is possible to obtain a complete view of the website's performance and identify areas for improvement.

Some examples of metrics that could be used to evaluate the success of this website are:

Conversion metrics: These metrics allow evaluating the effectiveness of the website in converting visitors into customers. Conversion metrics include the conversion rate, which measures the percentage of visitors who make contact with the assistants.

Engagement metrics: These metrics allow evaluating the level of engagement of users with the website. Engagement metrics include the time spent on the website, the bounce rate, which measures the percentage of visitors who leave the website after viewing only one page, and the number of pages viewed per session.

User satisfaction metrics: These metrics allow evaluating the satisfaction of users with the website. User satisfaction metrics include the Net Promoter Score, which measures the likelihood of users to recommend the website to others, and the Customer Satisfaction Score, which measures the level of satisfaction of customers with the website.

Usability metrics: These metrics allow evaluating the ease of use and accessibility of the website. Usability metrics include the success rate of tasks, which measures the percentage of users who successfully complete a task on the website, and the time it takes users to complete tasks.

Product metrics: These metrics allow evaluating the performance of the products sold on the website. Product metrics include the number of products sold, the product return rate, and the level of product satisfaction reported by customers.

To end the case study I list the internals and flows I worked on:
- Home
- About us
- Downloads
- Products
- Contact
- Navigation
Duollar screen and their different states
Duollar screen and their different states
Duollar screen and their different states