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.

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.

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.

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.

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.

To maintain consistency and coherence in the designs, a UI Kit was created on Figma using brand guidelines, approached with Atomic Design.

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