Dentsply Sirona Site Redesign
Redesign Dentsply Sirona's digital front door to drive growth and position DS as the trusted leader in dentistry.
95% Reduction in pages
TIMELINE & SCOPE
4-Month Site Redesign & Content Strategy
Sept - Dec 2024
2 weeks of Branding & Workplanning
Biweekly Sprints to deliver design system + page template designs
CORE TEAM
1 Venture General Manager
1 Content Designer
1 Product Manager
5 Experience Designers
6 People
MY ROLE
Co-led end-to-end Experience design work, from research to design execution with Senior Designer.
Collaborated with Content Strategist to convert content work into UX wireframes, then handed it off to designers/myself for UI polishing.
Built Design System from scratch and onboarded and managed a designer who worked on developing it.
Designed 10+ pages templates across desktop & mobile, from content structure to components.
Managed work and scope of 2 Experience Designers.
Managed relationship with client UX Design counterpart.
Experience Design Workstream Co-Owner
OPPORTUNITY
Reimagine and optimize Dentsply Sirona's digital front door to drive growth and position DS as the trusted leader in dentistry
CURRENT STATE
Dentsply Sirona is a trusted brand with consistently high overall website visits globally. Yet their authority score was quite low due to the lack of responsivity and weak topic ownership.
They only saw high authority against brand name products and they were losing ranking against strategic topics within digital dentistry, orthodontics, implantology, etc.
424,928
unique visits/month
Global Domain Authority Score: -58
-58
of visitors are repeat visits
41.6%
1200-PAGE WEBSITE AUDIT
The current site is slow & difficult to navigate
Overwhelming & overly complicated Navigation
Confusing Information hierarchy & outdated UI
LONG-TERM VISION
We are striving for DS to become the go-to platform for digital dentistry
Our current project consists of the near-term redesign to modernize the global website, as step 1 to achieving the long-term goal.
CUSTOMER RESEARCH
Customers fall into 3 groups and have needs that vary by responsibility, and also overlap with Sales reps needs
The Practice Owner
Practice owners or soon-to-be partners that look at DS products to grow their practice.
PAIN POINTS
Finding information they need about DS products and offerings
Finding how-tos and product guides
Slow site & confusing navigation
“When I can’t find what I need on the site, I’ll search on Google instead
Dentists, Specialists or Lab Techs that look at new products and how to use them to improve their craft.
The Provider
PAIN POINTS
Finding information about DS products & offerings
Keeping track of products needed to purchase
Slow site & confusing navigation
“I don’t use the website much. I email YouTube links that sales reps send to understand the product”
Dental Assistants, Hygienists, or Office Managers that are in charge of ordering supplies for dental practices.
The Staff
PAIN POINTS
Finding the products they are looking to purchase
Slow site & confusing navigation
“I wish it were easier to find the right product, especially if it’s a specific doctor request"
MAIN NEEDS FOR 3 PERSONAS
Account issues addressed quickly collect reviews/ research before purchasing
Detail and education on products already purchased to be easily found
Ability to share products and collect reviews/research before purchasing
Website Redesign
BRANDING
Moodboard
We developed a moodboard inspired by best-in-class exemplars to convey warmth, trust, and a minimalistic look & feel for users to get to where they want quickly,
BRANDING
Photography Exploration
We explored different photography directions which allowed us to land on our final moodboard.
DESKTOP & MOBILE DESIGN SYSTEM
Digital color palette ensuring accessibility
We used Dentsply Sirona’s color palette as a base to build out our color tokens, ensuring all right pairings meet the highest accessibility standard.
DESKTOP & MOBILE DESIGN SYSTEM
Flexible Digital-First Typographic System
We adjusted the typography of Dentsply Sirona’s brand book originally designed for Print, and made it web-friendly, optimizing readability.
DESKTOP & MOBILE DESIGN SYSTEM
Warm & Inviting Iconography unique to DS
We could not find strong dental iconography so we built our own icons in a rounded way that fits our branding.
DESKTOP & MOBILE DESIGN SYSTEM
10+ Card types that allow for easy scalability
We designed each card to reflect its content, easily allowing for DS to structure their content and choose a design depending on the meaning.
This allows for scalability developing new content consistently, and across desktop & mobile.
DESKTOP & MOBILE DESIGN SYSTEM
Simplified Navigation and Reduced Site Map
We reduced the site map and structure, tested the navigation and simplified it to get users where they need to as fast as possible.
