Dezy.com Redesign

About: Transforming Dental Care with UX and Brand Evolution

Dezy, formerly known as Smiles.ai, embarked on a transformative journey with strategic investment from Spring Marketing Capital, undergoing a comprehensive rebranding initiative. This transformation was not merely cosmetic but aimed at positioning Dezy as a premium leader in the dental care industry. Spring oversaw the website overhaul exercise, both in terms of UX and Brand Identity.

Guided by the expertise of the Spring Marketing Capital team, Dezy joined forces with Lights Out Studio to initiate a ground-up redesign of their website. This collaboration was not just about aesthetics but a profound revolution in the user experience, prioritizing quality and alleviating user anxiety.

Untangling the Complexity of Dental Care in India: Spring's Consumer Research

Dental care in India faces fragmentation and high costs, with 95% of the sector unorganized. Surprisingly, despite these challenges, the average Indian visits a dentist only three times in their life. Our research revealed two consumer types: oral-conscious and those with acute issues, both sharing a similar mindset—they seek treatment when pain becomes unbearable, reflecting problem-aware but solution-unaware behavior. Emerging dental care brands lack clear differentiation, and the industry hasn't effectively addressed consumer issues. This results in a daunting dental care landscape due to the lack of knowledge, information, and trust.

Dental care in India is unorganized and expensive.
The average Indian visits a dentist only three times in their lifetime.
Research identified two consumer types: oral-conscious and those with acute oral problems, both with a problem-solution mindset.
These consumers are problem-aware but solution-unaware.
New-age dental care brands lack clear differentiation.
The dental care category has not adequately addressed consumer problems.
Lack of knowledge, information, and trust makes the category intimidating.

Streamlining User Experience, Reducing Drop-Offs, Optimizing Operations, and Expanding Market Appeal in Dental Care

A substantial drop-off rate in free consultation bookings revealed deeper user engagement issues with the old website. Operational costs from user assistance calls and cancellations added to the challenges. Dezy's goals include improving the user experience, reducing drop-offs, optimizing operations, and expanding their presence in the dental care market.

Dezy's mission in the Indian dental care market revolves around technology, transparency, and patient satisfaction.
They face significant challenges such as a fragmented market, prevalent dental anxiety, and high out-of-pocket treatment expenses.
There was also a lack of clarity among users regarding the brand's capabilities, the process, transparency in pricing, and differentiation from competitors.
A primary challenge lies in the substantial drop-off rate during the free consultation booking process.
Additionally, high operational costs result from user assistance calls and elevated cancellation rates.
The previous version of Dezy's platform missed the opportunity to provide users with a comprehensive understanding of their treatments and services, skipping directly to assessments and bookings, thereby hindering informed decision-making.
The website experience fell short in catering to oral-conscious consumers and individuals who were problem-aware but not solution-aware.
The old version lacked features for tracking appointments, post-consultation dashboards, and the "My Treatment" functionality for follow-ups.

Inputs from Teams at Dezy

Collaborating with the Product & Operations teams offered insights into Dezy's internal processes, from lead acquisition to treatment payment, and revealed constraints and feasibility. Working with the Marketing team deepened our understanding of Dezy's competitive positioning, informing our design strategies and emphasizing what makes Dezy unique.

Insights into Dezy's internal processes
Lead acquisition to treatment payment understanding
Constraints and feasibility assessment
Emphasis on popular treatments like Aligners, Braces, and Implants
Identifying usability issues and friction in the user flow
Competitive positioning insights
Alignment of design strategies with marketing efforts
Understanding what sets Dezy apart
Core value proposition: "anxiety-free dental care experience"
Focus on pre-purchase clarity (price, outcomes, timelines)
Goal to be the top dental care provider for 30 million households
Insights into competitors and sources of design inspiration

In my role,

I oversaw our partner, Lights Out, focusing on UX, creative thinking, and visual design. I ensured our project aligned with Dezy's strategy by leveraging their domain expertise. I also guided Lights Out in achieving the desired visual design using the Spring team's design guide, enhancing our commitment to a cohesive user experience

Dezy's User Segments

Dezy has classified its users into three distinct segments:This is some text inside of a div block.

Curative:
Users seeking immediate relief from dental pain and urgency.
Cosmetic:
Users driven by the desire for aesthetic enhancements, often motivated by self-confidence concerns or special occasions.
Preventive:
A minority of users who prioritize routine dental care.

Insights

To enrich our understanding of Dezy's users, we came across an additional layer to the existing user segments, inspired by conversations with Dezy's users and previous D2C E-commerce design experience. Beyond the established Curative, Cosmetic, and Preventive segments, we identified:

Problem-Aware Users:
These users are conscious of their dental issues but may need assistance in selecting the right treatment.
Treatment-Aware Users:
This group has a clear idea of the treatment they require and often understands their dental problems. They typically seek to promptly book a consultation for their intended treatment.

Additionally, our analysis of Dezy's Keywords Report revealed that potential Treatment-Aware users primarily focused on a handful of treatments such as aligners, braces, and implants. The vast majority of Dezy's services were rarely, if at all, associated with online search queries.To enrich our understanding of Dezy's users, the we introduced an additional layer to the existing user segments, inspired by conversations with Dezy's users and previous D2C E-commerce design experience. Beyond the established Curative, Cosmetic, and Preventive segments, we identified:

Elaborating on Dezy's Key Objectives

While addressing the primary issue of the leaky funnel remained essential, we recognized a larger opportunity to completely revamp the Booking Flow in alignment with our insights and findings.

Our overarching objectives encompassed:

Enhancing Booking Conversion Rate
Promoting Self-Serve Usage
Alleviating User Anxiety
Reducing Cancellations
Streamlining the Flow, Eliminating Complexity, and Eliminating Overlaps to Improve Usability.

Challenge: Enhancing Dezy's User Experience Through Self Assessment

As we delved into the early iterations of our project, a pivotal moment emerged when both Dezy and our team recognized that the evolving flow didn't fully align with the diverse user segments, particularly those who were either problem-aware or solution-aware. Initially, our approach leaned heavily towards a single booking flow, with the intention of promoting self-assessment primarily through performance campaigns.

However, in response to this crucial insight, Dezy envisioned a transformative shift in strategy, reevaluating when to integrate the booking flow and free assessment feature. This strategic pivot allowed for the introduction of a robust self-assessment tool, where users could provide input through dental questions or utilize an AI tool. This innovative feature would generate secure reports, equipping users with a comprehensive understanding of their potential dental issues and treatment recommendations.

It's important to note that the primary goal wasn't to provide a definitive diagnosis but rather to offer users valuable guidance and clarity regarding their dental health. Consequently, the free consultation would act as a means to validate and build upon this initial assessment, signifying a profound shift in the project's scope and direction.

Book a Consultation

The revamped booking flow represents a fundamental shift in Dezy's approach to user engagement. Unlike the earlier flow, which directed users straight to booking consultations, the new experience prioritizes user needs by guiding them to find the right treatment based on their concerns. This not only streamlines the user journey but also significantly reduces the burden on the support team, resulting in a more efficient and user-centric process.

Self Assessment

In our pursuit of an improved user experience, we revamped our self-assessment flow. Previously, the assessment was integrated into the booking process, adding unnecessary steps for users already aware of their needs.

With the new site, we separated the assessment from booking, streamlining the process for those who knew what they wanted and reducing drop-offs.

Recognizing the value of assessments, we also featured it prominently on the homepage and used a widget to cross-promote assessments where needed. This change empowers users to assess their dental needs independently, enhancing their decision-making process.

Home & Treatment Pages

The transformation included showcasing social proof, testimonials, and clear service offerings, emphasizing transparency and patient well-being. A comprehensive list of treatments and an intuitive user journey guide were added, resulting in reduced bounce rates and enhanced user trust.

Dezy's service page underwent a transformation to cater to all users. For newcomers, it offered clear, accessible explanations of dental care concepts. For informed users, it provided pricing, treatment details, and brand comparisons with utmost transparency. The page also highlighted Dezy's unique value, making dental care approachable and authentic. The information was presented in simple, easy-to-understand language, ensuring that every visitor could confidently explore their dental care options.

My Appointments & Treatments

We revamped Dezy's Appointments and Treatment pages to address user anxieties and reduce costly cancellations for At-Home consultations. The goal was to improve the dental care journey by assuming users had treatment clarity, reducing anxiety, and optimizing appointments. The success metric was a reduction in cancellations, reflecting increased user confidence in Dezy's services.

Design Guideline

Our collaboration with Dezy went beyond web redesign; it revolved around establishing a cohesive design language. We meticulously crafted comprehensive design guidelines covering logo usage, color palettes, icon design, and illustration style. These guidelines were created to empower Dezy's in-house team, enabling seamless product extension while upholding design consistency across all touchpoints and platforms.

Dezy's Journey to a Premium User Experience

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