Dental E-Commerce
URIS Implants

URIS Implants is a dental implant manufacturing company that utilizes CAD/CAM to create patient-specific dental solutions. Their ecommerce site was not SEO friendly, difficult to navigate and was in dire need of a complete re-vamp.

Role

Lead UI/UX Designer,

UX Researcher

Duration

2 Months

Teams Involved

Business Development

Marketing

Dev (contractor)

Problem Statement

Users are having a hard time ordering products online and instead call the office directly to place their orders. It is too difficult for the users to find the products they are looking for on the website.

Design Process

Empathize

Develop personas

Research competitors

Observe & understand challenges

Define objectives

Ideate

Brainstorm solutions

Share ideas

Select the best solution

Design

Sketch wireframes

Create storyboard mockups

Design prototype

Test

Test and evaluate usability

Scope out bugs & obstacles

Obtain user feedback

Inform next iteration

Empathize

Research

Users

The main users, or clients, are dental labs and offices. This demographic is predominately male, middle-aged, less tech-savy and have extremely tired eyes from looking at teeth and screws through a microscope all day. This meant that the website had to be extremely intuitive, requiring the least amount of thinking, and easy to navigate with larger, easily legible text.

Audience data from URIS Implants Youtube channel

Audience data from Facebook business page

Challenges

The majority of URIS' customers placed their orders through phone calls rather than purchasing through the e-commerce site because they found it much easier to talk to a customer service representative than navigate the website. Taking orders through phone calls took up the majority of the customer service team's day.

Business Goal

Increase the website traffic and online orders, giving customer service representatives more time to focus on other customer inquiries and resolving order/product issues. In order to do this, we have to make it easier to navigate the website and shop online.

Industry Competitors

After researching the company's top competitors e-commerce websites, we were able to see website trends in the industry and apply the features that aligned with our purpose and goals to our own e-store.

Competitors research data table (click to expand)

User Persona

Dr. Brown preforms 4-5 oral surgeries a day, working with implants and crowns.

Goals

Deliver high-quality and cost-efficient dental surgery to his patients

Needs

Hassle-free, quick and easy, ordering of implants that will arrive before the planned surgery date

Frustrations

Tired eyes from looking through a microscope and working with tiny parts for long hours

Understanding The Problem

Findings

There were too many subcategories nested within categories (ex. there were 11 subcategories within the subcategory of prosthetics).
Categories were displayed in a long vertical, list tiles of images.
Navigation required constant up and down scrolling and users could not 'ctrl + f' to find items because the entire page was built with images and zero live text.
The customers had to scroll through an average of 5-6 pages in order to get to an “add to cart” button.

Original site navigation path

(click to expand)

New site navigation path

(click to expand)

Navigational flow planning

Lo-fi Wireframes

Final Designs

Impact

After the launch of the new website, we received a 300% increase in online orders in the first week.
The customer service team experienced a 15% decrease in phone orders after the second week of launch.
Dozens of customers praised the new website and ease of use in emails and phone calls with the sales team.

Future plans