Responsive Web Design / UX Design / UI Design

Smile is an alternative to “extras” dental cover. For under $100 per year, save 15% to 40% at quality approved dentists. No limits. No restrictions. No confusion.

Smile approached me to revamp their dated website. Seeing the chance to make an impact, I jumped at the opportunity. For six months I was embedded within the team and business. Working alongside employees, managers, and stakeholders. What came from this was not simply a revamp of the website, but a complete overhaul of the company’s branding and language.


Optimise user flow

The old website was extremely content-heavy. The navigation was confusing and the majority of users struggled to understand what Smile was offering. I scrapped the existing architecture to start from scratch. We streamlined the website into a straight forward flow which could be addressed in four basic questions:

What is it you do?
How does it work?
What’s it going to cost me?
Is there a Smile partnered dentist near me?

Providing the content in this format gives users the critical information they need to make an informed decision.

Unify the experience

Each template on the new Smile website was meticulously designed for both the mobile devices and desktop experiences. Resulting in a much higher conversion rate, fewer drop-offs and an overall pleasant user experience.


Remove the distractions

Our number one goal is to arm users with the information they need to make that all-important decision… JOIN. Once users click or tap the “JOIN” button, we want them to stay the course and finalise the signup process. To reduce bounce rates, we trimmed the fat, eliminating all other links or distractions, and created a unique template for the signup process.

Account management for both dental practices and users

Both members and dental practices have profiles. Dental practices can add/remove dentists, update edit practice information, and overall self manage which was not previously implemented. The members have a new feature which gives them access to a digital version of the member card. Having the card accessible via the website will help users in a bind should they forget their physical card, or simply never use it in the first place.


A website, accommodating the future of phones

Our phones are evolving, screens are growing, aspect ratios are changing and physical buttons are being culled. Our research discovered users struggled with understanding exactly what was, as a result we ensured the most important elements of the navigation would be visible. We placed the website's navigation at the base of the screen, close to the users' thumbs. The result is a responsive website which acts, looks and performs more like a dedicated mobile app.