UI / UX Design + Brand Evolution


An evolution of business and brand

Smile is essentially 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. Users can also utilise this service to fill in the gaps left by “extras” providers.

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 along side employees, managers and stakeholders I observed break downs in communication and confusion surrounding the product. 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. We blew apart the existing architecture and started 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 mobile device and desktop experiences. Resulting in a much higher conversion rate, less drop offs and an overall pleasent 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 sign up process. To reduce bounce rates, we trimmed the fat, eliminating all other links or distractions and created a unique template for the sign up 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. Eventually an app will replace the need for a physical card altogether.

A website, accommodating the future of phones

Our phones are evolving, screens are growing, aspect ratios are changing and physical buttons are being culled. There is no more excuse to tuck the navigation behind an abstract icon and lazily place it in the top right of the screen. The navigation should be visible, and not hidden for optimal user experience. We placed the websites navigation at the base of the screen, close to the users thumbs, giving it a weighted treatment to increase visibility. The result is a website which acts looks and perform more like a dedicated mobile app.
ExpertiseUI/UX Design + Brand Evolution