When I first joined Oryx Dental Software the team has already started working on a website re-design. As the past designer was leaving my responsibility was to finish the design and launch the new website.
I worked with the marketing and content team on this project.
Based on user research these are the steps a dental practice goes through to decide to buy a new software subscription. After Scheduling a demo the journey focuses on Purchasing, Onboarding and Retention.
I did a quick audit of the existing web pages.
Key insights:
-Multiple CTAs in header and hero section
-Product screenshots are too detailed
-Long text paragraphs
-Most pages present problems with responsiveness, especially the pricing tables which automatically make visitors bounce off
-Variety of inconsistent product shots and visuals.
- Visitors were unclear about product features or use cases
Key insights:
-Communicating too much at once
-Featuring too many choices and melded too many things at once
-Listing Features instead of showcasing the pain point & the value proposition
Based on our customer research and following by SAAS websites best practices, we created a new information architecture.
We needed to deliver a complete website within 1 month, and we had no developers available to execute the designs. I was to take on the responsibility to build the design and launch the website. The road to completion was troublesome.
I initially used a design to code tool but the result had a lot of problems, lacked basic semantic markup & was very hard to regularly update.
But with perseverance, I was able to build a custom fully responsive functional website using Squarespace and customizing the pages to match the initial design using CSS and JavaScript.
What I loved about this project was it truly showed that I am a team player. During the design process I wore many hats and I’ve learned to give & receive constructive feedback, and speak up when I felt that the team is not headed in the right direction.
I completed this project while I was still newly employed and I am happy with what I managed to achieve with our small team. Conversion rates increased X3.
We overcame a lot of challenges and there’s still room for improvement but perseverance and communicating the benefit of user centric design contributed to the success of this project.
