ORTCO: Web project for dental clinics. Redesigned. Developed a cost estimator and landing page constructor (B2C).

TEAM

Product designer (me)

Product manager

1+ Developer

RESPONSIBILITIES

Design (UI-KIT)

Product Strategy

UX/UI

Prototyping, UX Tests

Design-To-Dev Handover

Usability tests

MY ROLE

First in house product designer

YEARS

2023 — Present

ORTCO is a leading dental clinic in Russia, offering a wide range of high-quality dental services.

2

CLINICS

26

DENTISTS

Overview

Goals: Enhancing User Experience and Boosting Metrics for ORTCO Dental Clinic.

Project Goals and Key Objectives

Addressing the high bounce rate was crucial in our mission to overhaul ORTCO's digital presence. With a modern, minimalist, and functional design, we aimed to understand the clients' needs and inspire trust.

Key Objectives

We plan to create separate landing pages for each service offered by the clinic. This approach will not only improve SEO optimization but also increase user engagement and increase Conversion Rate.

By improving the readability of articles and simplifying the process of booking procedures with specialist doctors, we aim to boost the Retention Rate.

Conversion Rate

Retention Rate

+5%

+10%

Previous Design: The Starting Point for Transformation. Prior to my involvement, the clinic already had an existing website that required a redesign.

The clinic's prices were higher compared to the market; the website needed to reflect this pricing level.

Users desired detailed information about the clinic's services.

Users wanted the ability to communicate with doctors.

Doctors required a user-friendly knowledge base to educate patients about medical services.

The Starting Point

Structured Approach in ORTCO Redesign.

Design process

Started with user research to understand needs and problems.

Used findings as a foundation to generate ideas.

Refined concepts based on user feedback.

Adjusted final design to align with ORTCO's goals.

Achieved improvements in usability and key performance indicators.

Applied Double Diamond framework for a dental calculator project

Benchmarking

Gaining Comprehensive Insights into the Target Audience Through Analysis of Existing Studies and Data.

Using Google Scholar, I found a rising demand for dental services and an increased use of social media for dental information seeking.

In response to prevalent dental issues in Russia, a dental website should highlight educational content and solutions for tooth loss.

During this phase, I dived into existing research and data about the target audience. This in-depth analysis allowed me to gain a complete understanding of the marketplace and user behavior, which provided a solid foundation for strategic decision making.

I pinpointed key search terms for dental services and analyzed competitor strategies.

I discovered that Facebook and Instagram are the preferred platforms for consumers.

Benchmarking

Studying Competitors for Strategic Insights.

I conducted a detailed comparative study to understand the competitive landscape in the dental clinic sector. I examined the strategies and offerings of ORTCO's key competitors and identified the successful methods and tactics they used to position and sell their services.

Analyzing competitors at this stage helped to find patterns of customer engagement, selecting a slogan for ORTCO that set it apart from its competitors "Uncompromising quality expertise".

I identified two types of cost calculators through competitor analysis: one providing genuine cost estimates, the other mainly collecting contact details. User interviews indicated the latter often leads to dissatisfaction and loss of trust.

User research

Patient Interviews from Dental Clinics: Gathering Detailed Information.

I gathered detailed audience insights through stakeholder and patient interviews. This involved creating a research plan, stakeholder map, personas, customer journey maps, and user stories. Identifying key MVP features and constructing a user flow allowed us to understand user needs, informing our user-centered design decisions.

I would like to see all the cost changes right on the screen when I select different options. And yes, I don't like to provide my phone number every time I use such tools.

Caring Zoya

USER PERSONAs

Plot: Zoya is a busy professional who values her time and prefers to plan ahead. She actively uses digital tools and technology to organize her day, including doctor's appointments.

Aims: Zoya wants to know the exact cost of dental services before she starts treatment.

Patterns: Zoya prefers to get as much information as possible before making a decision and makes extensive use of digital tools in her research.

Pain: Zoya is often distracted by obscure functions and buttons in interfaces, which causes confusion and inconvenience when using them.

Needs: Zoya wants to see all changes on the page in real time when selecting options and be able to compare different service options and their costs.

Insights: Zoya appreciates offers of discounts and promotions that motivate her to plan her visits in advance. She is concerned about privacy issues and wants to control her personal information.

As a result, I synthesized four personas. An example is shown on the right.

CJM

For each persona, I compiled CJM in which I identified opportunities to improve and optimize the user journey. This allowed for a better understanding of customer needs and expectations.

user stories

I've created User Stories for each persona, detailing their unique needs and interactions with the product. This has been instrumental in focusing on specific use-cases, guiding the development of future tasks, and ensuring a user-centric design process.

User: Caring Zoya

Objectives

Actions

Release 1.1

P.S.: The remaining features, while useful, may be added in future versions after receiving feedback from the first users and analyzing their behavior in the app

Use of an interactive 3D model of the oral cavity

So that the user can pinpoint which teeth require treatment

Key feature

This is a key feature that will allow the user to pinpoint exactly what services they require.

Key feature

This will ensure transparency in settlement and help build user confidence.

Key feature

This feature will ensure a smooth onboarding process once the billing is received.

Key feature

This feature will simplify the process of calculating the cost of services and save the user time.

Key feature

This feature will allow users' questions and concerns to be addressed quickly.

Checking prices and terms of service provision

Ability to go directly to the price list of the service, so that the user can verify the accuracy of the calculation and view additional prices for the service

Quick service selection and calculation

Quick service selection function, so that the user can instantly receive a price calculation without any additional actions.

Quickly switch to a new calculation when changing the solution

The 'reset selection' function, So that the user can quickly start a new calculation if they decide to change their decision

Making an appointment without having to call or come to the clinic

Fast online appointment booking function to save the user the time of contacting an operator or waiting in the clinic

Quickly receive answers to questions and order status notifications

Quick contact information form so that the user can receive notifications about the status of their order.
Quick feedback function so that the user can get answers to their questions immediately

Choosing services and determining what treatment is needed

Reduce the time it takes to generate a calculation

Ensure ease of saving and access to calculations

Simplify the appointment and feedback process

Get professional consultation on calculations

Receive advice from the clinic's specialists

Fast online consultation function so that the user can get a professional opinion on their calculations without delays

Saving calculations for later use

Quick save or print calculations so that the user can instantly retrieve all necessary data

Providing access to calculations at any time and from any device

Option to send calculations to an e-mail address with one click, so that the user can quickly receive all information and be able to view it at any time

MVP

I analyzed User Stories for all personas and identified them as features for the MVP. Below is the MVP of the calculator

Prototypes: Structuring Logic and Flow.

The design began with low-fidelity prototypes to visualize the site's structure and user journey, enabling idea simplification and efficient iteration. Further refinement added precise visuals and interactive details, facilitating thorough usability testing and user experience fine-tuning.

Prototyping

UI-KIT + Components.

Building Blocks

Step 1. Consolidated all components and design files into a single Figma file, streamlining the design process and promoting collaboration among the team.

Step 2. Combined all components into a single, unified UI system, enhancing their visual appearance and refining their overall polish.

references

Crafting a Minimalist Design for a Dental Clinic Website.

Exploring medical, dental, and award-winning Awwwards.com designs, I created a minimalistic, consistent concept for the clinic's website, encapsulating precision and clarity of dental care to bolster the brand identity.

A library of visual design references that I collect in Eagle and regularly update

I also created custom icons to represent the clinic's various services.

VISUAL Concept

Concept of the Homepage: Iterative Design Process.

My journey to the final homepage design involved several iterations. Starting with an initial concept, I refined the ideas based on feedback and project requirements. This iterative process led me to a final design that aligns with the client's brand and ensures an engaging user experience.

Remaining page design

Comprehensive Design: Crafting a User-friendly Experience.

Unique pages

Screens

40+

250+

Post-design, I conducted user tests to identify and rectify potential issues. This led to an optimized, user-centric design covering every aspect of the user journey.

New Features.

Design solutions

Improved Knowledge Base

I added the search function for the plethora of dental treatment articles written by professional doctors on the clinic's website. This made it easier for users to find and read the information they needed.

Landing Page Constructor

I developed a landing page constructor with necessary blocks and structure. The designed landing pages inspire trust and boost conversion rates.

Each page is tailored for various dental treatment services, fully SEO-optimized to enhance visibility, and has been successful in generating a steady stream of leads.

Cost-Estimation Calculator

We developed a cost-estimation calculator, which boosted conversion rates by 5%. This tool empowers users to make informed decisions regarding their dental treatments.

About the Clinic Page Overhaul

On the 'About the Clinic' page, we narrated the clinic's journey, showcased photos of the clinic, doctors, and equipment. This storytelling approach increased trust among visitors, improved conversion rates.

Usability Testing, Design Enhancement, Technical Audit.

the iterative approach

I used interactive prototypes and usability testing for design enhancement. After several iterations for optimal usability and a final technical audit, we ensured a user-friendly, high-quality product.

The user-approved minimalistic design of ORTCO's site is now reflected across all digital and print materials, ensuring a consistently elegant, user-friendly aesthetic.

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Enhanced User Experience and Boosting Conversions for ORTCO Dental Clinic.

I achieved a trust-inspiring, minimalist redesign for ORTCO, extending across all digital and print channels. This was based on thorough research and user-centered improvements

Achievements

Conversion Rate

Retention Rate

+10%

+11%

Konstantin's attention to detail and research-driven approach allowed him to delve deep into the core of our problems, always proposing multiple optimal solutions. His ability to balance aesthetic design with functional requirements resulted in user-friendly and visually appealing interfaces.

Yegor Lishchenko

CFO at Ortco

Lessons Learned and Reflections

What I would do differently.

Rapid testing of user prototypes, iterative design, and empathy are crucial for feedback and user-centric solutions.

Early user engagement, quick prototype testing, and collaboration with developers and leadership enhance design outcomes.

Thank you.