Research
Competitor and medical website analysis, surveys, interviews, personas and journey mapping.
01 / SMILECARE
SMILECARE
MAKING DENTAL CARE EASY TO TRUST,
SIMPLE TO BOOK.
A conversion-focused dental clinic website that helps patients of different ages understand services, trust the medical team and book an appointment without friction.
RoleUX/UI Designer
FocusBooking conversion
PlatformDesktop website
ScopeResearch → UI kit
DK / SMILECARE02Overview
HIGH TRUST.
LOW FRICTION.
A CLEAR PATH TO CARE.
SmileCare is a modern dental clinic website designed to help patients understand services, trust the team and book an appointment in two to three steps. I owned the process from research and information architecture to testing, desktop UI and the component library.
UX structure
Content hierarchy, navigation, user scenarios and the end-to-end appointment flow.
Prototype & test
Low-fidelity wireframes, interactive prototypes and usability testing across age groups.
Interface system
Final desktop screens, accessible visual language, UI kit and reusable components.
Responsibilities
Competitor analysis · Information architecture · User flows and scenarios · Wireframes · Interactive prototypes · Desktop UI · UI kit and components
03The challenge
CHOOSING A CLINIC IS ALREADY STRESSFUL. THE WEBSITE SHOULD NOT ADD FRICTION.
Many competitor websites were outdated, cluttered and difficult to navigate. The experience had to remove booking friction and prove the clinic's credibility while remaining simple for both mobile-first patients and older users.
Combine professional medical credibility with a friendly, lightweight interface and a clear two-to-three-step booking flow that supports conversion without sacrificing accessibility.
04Research
UNDERSTANDING WHAT MAKES A CLINIC FEEL TRUSTWORTHY.
I analysed dental clinic and medical service websites, collected feedback through surveys and interviews, created personas for younger and older patients, and mapped their journeys to identify trust gaps and booking friction.
DK / SMILECAREBooking must feel immediate.
Overloaded pages and confusing forms interrupted intent. Patients needed a short, visible route from first visit to confirmation.
Proof comes before commitment.
Doctor qualifications, authentic photography, reviews and ratings helped patients feel more confident about choosing a clinic.
Clarity must work across ages.
Young mobile-first users expected speed, while older patients needed readable labels, simple navigation and predictable interactions.
Research focus
Dental clinic websites · Medical services · Booking patterns · Trust signals · Accessibility · Patient journeys
05Process
FROM PATIENT EXPECTATIONS TO A BOOKING FLOW.
I translated research into a five-item content structure and a booking journey that could be completed in two to three steps. Wireframes and prototypes helped test the complete path before final visual design.
DK / SMILECARE
DK / SMILECAREPrioritise five core destinations.
Services, Doctors, Prices, Reviews and Contacts became the foundation of a predictable navigation.
Reduce booking to essential decisions.
The flow focused on name, phone, date and doctor selection, with no unnecessary form fields.
Simulate the complete appointment path.
An interactive Figma prototype connected discovery, doctor selection, booking and confirmation.
Validate clarity across age groups.
Multiple testing rounds and prototype analytics revealed friction and guided iterative improvements.
Key design decisions
EVERY DECISION REDUCED DOUBT OR SHORTENED THE PATH.
Keep navigation to five items.
A fixed, predictable menu keeps services, doctors, prices, reviews and contacts one step away.
Repeat CTAs at decision points.
Booking actions appear in the hero, service area, doctor cards and at the end of the page.
Reveal detail progressively.
Short service cards keep the homepage scannable, while full descriptions live on dedicated pages.
Make trust evidence visible.
Real doctor photography, specialisations, reviews and ratings support confident decision-making.
06Product solution
EVERY SCREEN MOVES THE PATIENT CLOSER TO CARE.
The interface combines a clear booking path with visible proof of expertise. Patients can understand the offer, choose a doctor and act without navigating through dense medical content.
01 / HERO + CTA
MAKE THE NEXT STEP OBVIOUS FROM THE START.
A focused message and primary booking action explain the clinic's value immediately and give high-intent visitors a direct next step.
- Clear value proposition
- Primary booking CTA
- Scannable service entry points
DK / SMILECARE02 / DOCTORS
TURN CLINICAL EXPERTISE INTO VISIBLE TRUST.
Doctor cards combine authentic photography, specialisation and a direct booking action, reducing uncertainty and conversion distance.
- Photo and specialisation
- Reviews and ratings
- Book with this doctor
DK / SMILECARE03 / BOOKING
A SHORT FORM THAT RESPECTS PATIENT INTENT.
The appointment flow asks only for essential information and stays accessible from every high-intent section of the website.
- Name and phone
- Date and doctor selection
- Two to three steps
DK / SMILECARE07Outcome
CLEARER EXPERIENCE. MEASURABLE GROWTH.
Increase in booking conversion
Increase in new patient inquiries
Increase in average session duration
Final outcome
The website became a practical growth tool: patients gained a faster way to find a doctor and book, while the clinic strengthened its digital credibility, increased inquiries and improved engagement through a clearer content structure.