Overview

TL;DR
As the lead service designer, I led the design of a new SureSmile.com website, which saw a 6x increase in provider lead generation.

The Challenge
SureSmile offered a highly competitive clear aligner alternative to the industry leader, Invisalign. However, brand recognition was poor amongst consumers and providers.
Their plan for growth was simple.

1. Grow consumer demand via digital channels → people ask for SureSmile

2. Recruit more providers via digital channels → providers recommend SureSmile

Before conducting broader digital outreach, they needed to address their poorly structured, overly complicated websites.

The Ask

• Build a new website that attracts consumers and recruits providers

• Simplify information for two distinct audiences, while remaining legally compliant

• Get it done in 3 months

Role & PRocess

Synthesized new and previous research to create a set of jobs-to-be-done for consumers and providers. These jobs were used as a tool to organize information, identify messaging needs, and prioritize our work. Below are jobs-to-be-done journey maps (right), derived from service blueprints (left).

Defined SureSmile’s digital ecosystem, site taxonomy, interaction model, content strategy, and roadmap. Our approach was to simplify SureSmile’s complex messaging for both audiences and organize all information by jobs-to-be-done. Below is an ecosystem map with nested site maps and content outlines per page.

Worked with designers and writers to present simplified clinical and brand messaging to our two audiences.

Frequently communicated strategic approach, concepts, designs, and project progress to senior leadership and stakeholders.

The Results

6x increase in valuable provider leads

• 10% drop in bounce rate

• 70% increase in unique pages visited after the home page

• 30% increase in UVs reaching the Doctor Locator

• Launched within our 3 month window