Dentally: Drilling into the customer journey

Service and project type

Website | UX, UI, CX, and development

Relationship

Dentally provide cloud-based practice management software for dentists. 

We were asked to develop a new website that puts customer needs at the heart of the digital experience.

Problem

Dentally already had a site that delivered leads however there were problems with it, including: 

• Customer journey through the sales funnel was slow and clunky, requiring a lot of intervention from the sales team. 
• The on-site content and site structure didn’t align with the needs of the customer or serve relevant content at the right times. 
• The site didn’t allow for quick updates or changes to be made, which led to it quickly being outdated.

Solution

User experience

• New personas and journeys created clear routes through the site to support customer needs. 
• Customer journeys were regionalised for added relevance.
• Relevant content and messaging to support users on the journey to becoming customers.

User interface

• The creation of a UI pattern and module library, to aid ongoing creation of pages for the Dentally team in the future.
• Refreshed responsive design to give the digital experience a more contemporary feel.
• Suite of illustrations specifically created to help guide the user through the product and its benefits.

Development

• With the client already using Hubspot for their martech, we proposed using this platform for the CMS as well.
• This allowed native integration into the entire martech stack, allowing much more control and powerful features for the client.

Results

• Improved customer journeys.
• Sales team could focus on nurturing leads and upselling instead of getting stuck in admin tasks.
• 7% increase in conversion rate in the first 5 months.