🚩 The Problem

Running an e-commerce business that sells eco-friendly dental cleaning supplies can be challenging. Competition from larger dental suppliers and Amazon is rife. As the eco-friendly trend continues to soar and the demand for dental supplies is steady, Eva Brooklyn would like to redesign her website to increase conversion rate and, in turn, boost sales. 

Deconstruct Existing Design

I started by carefully inspecting the current design to try to understand how it was made and why it doesn’t work for the business. Here are the key takeaways:

Seven Dental Industry Trends

The oral care business will continue to grow due to increased oral hygiene awareness and high consumption of processed foods. Here are 7 current industry trends that are not new, but will continue to be important and to make an impact.

1.🛡️ Creating and Maintaining a Trustworthy Persona
Oral care businesses must establish trust with customers, to show that their teeth and mouth are trusted with their services and products.   Some ways to demonstrate trust and expertise is to include creating videos, blogs, and other educational content to inform patients about what to expect if they choose their products.

2.🌟 Managing Online Reviews
Maintaining a positive user experience and reminding customers to leave a review after their purchase is important. 91% of all millennials say that they read and trust online reviews. More than half of consumers say they won't choose a business if it has less than a 4-star rating.

3.⏱️ The Rising Value of Convenience
Today’s customers expect to be able to access services around the clock, get help when they need it, and communicate directly with the business.

4.📱 Staying on Top of Changes in Social Media
More and more oral care businesses are using Facebook Stories and Instagram Stories to connect with their target audiences. 

5.💁 Personalized Content
There are few “products” that people feel more of a personal connection to than healthcare. The more your target audience feels that you understand their needs when it comes to dental care, the more likely they are to choose your products and services the next time.

6.♻️ Going Green
One of the dental trends that are expected to continue to grow is green dentistry: the use of natural products that have a minimal impact on the environment.

7.📣 Influencer Marketing
Influencer marketing is a way to connect with customers on social media by connecting an influencer to the product. A social media influencer who connects with the target audience and has a large following, in return for payment, will mention and recommend the products/services to their followers.

Remapping the Experience

Design Principles

Testing with Users

Interviewees: 5 participants between ages 27 to 47 with no requisites.

Objectives: To determine whether the improvements in the redesigned website met users’ expectations of a well-thought-out, eco-friendly site. It is important to evaluate their reactions to the design, navigation, and information flow.

📃See Full Research here

✨Key Findings:

🤔What did the client think?

Eva Brooklyn was satisfied with the results. Check out her review:

🌱 What I learned

‣ Make Less Assumptions

Although at times it can be useful to follow my gut, I was making assumptions in some of my designs. I learned the importance of asking deeper questions in the user interviews and relying more on answers than on assumptions.

‣ Improved Visual Hierarchy

I learned a lot about arranging elements and information logically and strategically. The feedback I received from my testing was very helpful. I had initially struggled with the cart page because it had a lot of information in that tiny space.