Project
Dental Clinic Website Update
Overview
After nearly a decade in operation, it was time to refresh this unique clinic’s we presence.
Objectives
The client wanted to move from a well-liked non-traditional dental clinic site (featuring skull and crossbones logo, black velvet wallpaper textured backgrounds and other “Hipster” elements. They we’re looking for a more professional design, but did not want to lose that non-traditional aestetic.
Scope of Work
- Update & refresh the look
- Improve user experience
- Improve communication about booking requirements
- Support the brand identity
Read the development story below.
Check out the live site: houseofteeth.com
We considered two specific customer journeys segmented into first time patients and returning patients. Starting from the top, we prioritized getting returning patients to the booking form as quickly as possible. we revised the menu, adding a direct link to the booking form. For a new patient’s journey, we prioritized testimonials and clinic locations as being the most influential considerations.
The House of Teeth name in neon is a direct reference to the neon sign that appears at the clinic’s Hastings Street location. The neon is animated, with individual letters flickering randomly. The treatment is in line with the clinic’s established anti-traditional aestethic.
Fortunately, this client had plenty of real testimonials to draw from. Putting those testimonials front and center is the very best way to convince hesitant patients to book.
After considering so many positive testimonials, we also changed the tag-line from “East Van Dentistry” to “non judgemental dentistry” in recognition of the most commonly appreciated aspect of this unique clinic. In keeping with the nature of this phrase, we also kept the lettering lower-case and in a frienly, non-judgemental rounded typface.
Journey and Identity
By the time a user scrolls past the testimonials, they have already had two chances to hit the booking form. A study on factors influencing patients’ choice of a dentist highlighted the significance of the dentist’s location for new patients, which is why we moved locations from the bottom of the old site to a primary position in the new site.
We also took the opportunity to support the brand identity by including the well-known iconography of the East Van sign, a proud part of the clinic’s heritage, and a background element in the old site.
New patients also want to know if the clinic can take care of their specific personal needs, which is why the Services section is prioritized. To keep the page light, we highlight the most popular services, and allow the user to see the complete list wth the click of a button. The full list appears in page, so the user is not redirected and can continue their flow through the site.
Book it!
In an effort to streamline some challenging operational issues, the clinic wanted to highlight essential booking and payment policies. They updated their full policy statements and we extracted and compressed the most important parts to make them quick and easy to digest.
We also implemented a pause in the booking process: the user must click “I’ve read & understand the booking policies” before the booking form is displayed. While this is an obstacle to booking, it is planned friction that will help the clinic to hold patients accountable.
Storytime
The next section was originally set to feature promotional information for specialized services, but upon our first review of the site update, we decided to promote the culture and history of the clinic within the community. The clinic’s story goes a long way to creating trust, goodwill and reputation.
Who are we?
Cool, casual environments, anti-traditional aestetics and friendly, experinced dentists. The biography section can be dry and conventinal. The House of Teeth shakes this up by adding lighthearted copy to a simple to read bullet list for each dentist. This serves to support open communication between patient and doctor by sharing fun tidbits.
Who are we?
We worked hard to strike the right balance between professional and hip.