Number of patients on average across the platform was doubled, greatly increasing more reach for dentists.
On average, Dentists were able to increase the number of cases started on the 32Co platform
Utilising Design consistency and practices, tasks were easier to complete and clarity was increased for Dentists to find information.
32Co is a UK based and UK market focused Dental Healthcare startup that provides Dentists with tools and services to up skill and provide patients with a cheaper and more efficient Clear Aligner treatment. Through their partnering with skilled Orthodontic Specialists to help run seminars and provide consultation on Clear Aligner cases with Dentists to help reshape the landscape of Orthodontic Treatment.
As the Sole Designer I worked directly with key stakeholders across the business to identify and refine key requirements to meet quarterly business goals and objectives. Primarily working with Sales and Customer service to learn insights I additionally would have in-house support from SME Dentists to understand needs and workflows. From time to time I would provide additional UX Copy and Branding support to the marketing teams for content and product feature releases.
Starting with conducting interviews to learn from key stakeholders to understand what needed to be done in terms of quarterly goal objectives, known problems to solve and anything still lacking in knowledge gaps.
For improving the platform we knew that there were basic improvements to be made from the UI as it had primarily been lead from an engineering perspective. I wanted setup an assessment of the existing build so to do this was to use the teams setup of Mixpanel, however a challenge appeared with how the tech team had implemented the tracking capabilities so with some collaboration we refined the tracking and were gain an understanding how Dentists were navigating the Platform.
I began by deep diving the existing tooling and software that was live, reviewing documentations and workflows as well as interviewing teams about their roles and listening into Sales calls with Dentists to better understand the relationships that were being created.
To make an impact in growth we identified and focused on core key tasks to design and test for. The primary focus was to Re-design the Dashboard experience (included in overall redesign) to enable Dentists to see an overview of their patients and to enable them to send Digital Questionnaires to assess their needs quickly and to be able to follow up with a 'Smile Package' offer.
I conducted some competitive analysis and benchmarking into what was currently being offered in the world of Dentistry when it came to patient outreach. Using these formats it was clear to see the basic formatting was over simplified and could be improved. Working with key stakeholders the approach would be to have an online Smile Questionnaire that could be completed in a URL for the patient to complete at home or in the Appointment. This allowed us to add personalisations through imagery, messaging, service speciality and packaging in the future to make it a multi-facetted experience.
From my discovery work I was able to work with the team to understand what an MVP could look like and what we could aim for in the future and current world. The current world used by dentists today had little or no online interactivity. By helping to make it more interactive, a Patient was more likely to be engaged with the form and would likely submit.
By deploying this new feature we measured the open rate > appointments booked by liaising with the top Dentists who engaged with the features. The Sales and Customer Service team ensured that Dentists were able to contact Patients and provide us with any feedback post MVP Launch to enable us to quickly make product updates.
A personalised Review of their treatment plan would be sent to the Patient to help recap their consultation with the Dentist. The Dentist will be able to personalise a message to the Patient along with providing more context and materials to feel more confident about proceeding with their treatment including a payment option to help ease their burden.
While looking at the usability issues, I discovered information hierarchy improvements in both the site content and visual hierarchy. The business also wanted to start planning for mobile friendly versions of the site to assist with Power user engagement from the tools (Learnt from Sales team feedback and interviews). I provided UI improvement guidelines for Components, Styling and layouts to the Engineering team to help address interaction and design inconsistencies.
I began designing different ideas to change and update the core key flow pages to be able to walkthrough with the stakeholders to capture what look and feel we wanted to do. This involved multiple iterative designs over a short fast passed working week along with collaborative inperson sessions with references to the research that was done.
Working with the engineering team, I produced clickable prototypes and using JIRA tickets to size up work with Product, Engineering and QA to ensure definitions and requirements for visual UI components were managed. We would collaborate together to make assessments from the perspectives of the immediate value to customers on both the short term and long term goals.
Number of patients on average across the platform was doubled, greatly increasing more reach for dentists.
On average, Dentists were able to increase the number of cases started on the 32Co platform
Utilising Design consistency and practices, tasks were easier to complete and clarity was increased for Dentists to find information.
Number of patients on average across the platform was doubled, greatly increasing more reach for dentists.
On average, Dentists were able to increase the number of cases started on the 32Co platform
Utilising Design consistency and practices, tasks were easier to complete and clarity was increased for Dentists to find information.
Number of patients on average across the platform was doubled, greatly increasing more reach for dentists.
On average, Dentists were able to increase the number of cases started on the 32Co platform
Utilising Design consistency and practices, tasks were easier to complete and clarity was increased for Dentists to find information.