Service and project type

Website | UX, UI, CX, and development

Relationship

Following the successful website projects and search campaigns that we deliver for Dentally, we began working with Software of Excellence – another Practice Management Software business under the Henry Schein One umbrella. SOE offer a server-based solution for Dental practices, compared to Dentally which is cloud-based.

Problem

At the time we began working with SOE, their website was still quite new, however there was a business need to move away from WordPress and into HubSpot (in line with the rest of the HS One brands). Instead of doing a straightforward lift and shift, clear opportunities were identified to improve the site, including a cleaner and more consistent brand, improved UX & content depth, accessibility issues, inconsistent tone of voice, plus technical & content issues relating to SEO.

Solution

UX

In this phase, existing personas were interrogated and developed to identify up to date pain points and needs for each profile. From here the previous site was audited against these user needs, reviewing both the structure and customer journeys.. The output of the UX phase included a new sitemap, proposed navigation plus wireframes.

UI

In the UI phase, we utilised the existing SOE brand guidelines, however we had the freedom to update this where applicable to create a more modern digital experience. A UI toolkit was developed to include the UI pattern library, module library and page designs. This was presented to the client via an interactive design presentation. Accessibility remained a key requirement throughout this phase.

Development

In line with the digital infrastructure of the entire HS One business, the SOE site was built in HubSpot. This allowed the business to seamlessly integrate their CMS and Martech with their CRM. All forms are managed within HubSpot, ensuring the site can be easily updated and supported by the client and relevant business teams.

Additional

We also supported the client with developing copy, aligning the content with relevant keywords & value proposition.

The site migration was also critical, as well as ensuring the new site met the required technical standards before launch, the SEO team carried out thorough URL mapping, migration management and undertook testing on the live site, pre & post-launch.