Modernizing and simplifying the digital buying experience for dental professionals
Problem
The original XPDent website felt outdated and disjointed, making it difficult for users to explore products and complete purchases confidently. The lack of intuitive navigation and modern e-commerce patterns led to friction in both the browsing and checkout experiences., reducing conversions.
Solution
The XPDent website was redesigned with a modern e-commerce approach by streamlining navigation, showcasing products more visually, and optimizing the checkout experience to be faster and more intuitive. The updated experience allows both new and returning users to find the right dental products quickly, compare options from different brands, and complete transactions with ease across web and mobile.
UX Research
User PErsonas
To better understand the goals, behaviors, and frustrations of XPDent's customer base, user personas based on stakeholder insights and customer data were created.
These personas captured the needs of both first-time dental professionals exploring tools and seasoned buyers looking to quickly reorder supplies.
Each persona helped guide design decisions, from navigation structure to product detail presentation, ensuring the site addressed varying levels of familiarity, urgency, and purchasing preferences.
Information Architecture
The Information Architecture for the XPDent site was revamped to improve the shopping experience and surface key product categories more intuitively. By analyzing the existing navigation patterns and aligning them with user goals, a cleaner, more scalable hierarchy that prioritized quick access to products, brands, and training materials was introduced.
This improved clarity and reduced friction for both new and returning users, allowing them to browse, compare, and purchase quickly and with confidence.
Website Redesign & User Journey
Strong user mapping & testing allowed for a streamlined redesign of company website that created a more pleasant user experience (UX) for the customer.
From the moment the user lands on the website, they are greeted with eye-catching images & branding surrounded by a clean & modern UI.
Highlighting the most popular brands & products customers order from XPDent right on the Homepage, with direct links to the products when clicked.
The average user journey on the prior website was about 10 steps. With this modern redesign, the user journey has been cut down to 6 steps, as seen in the testing phase.
A more streamlined and intuitive approach for the user experience in ordering products from the e-commerce site, making checkout much quicker & efficient.
Final product wouldn't have been achieved without revamping the information architecture, and applying insights elicited from stakeholders that was tested for usability in the end product.
Mobile wireframes
A modern, yet corporate take on the website while adhering to brand styling.
Approachable design that still utilizes bright whites & blue hues common in the dental industry.
Website design created for Desktop, iPad & Mobile using Figma.
Positive reception from stakeholders & users throughout testing phase.
loW-fIDELITY DEsktop wIrEFRAMES
High-fIDELITY DEsktop wIrEFRAMES
The high-fidelity wireframes were originally created in Sketch and then imported and further refined in Figma. These designs focused on improving product discovery, visual hierarchy, and clarity across the purchase journey, Iterative updates based on stakeholder feedback and usability testing insights, resulting in a polished, modern and responsive e-commerce experience for users.
All screen designs were designed and available in 4 viewports including: Desktop, Tablet Landscape, Tablet Vertical and Mobile.
