UltraDent · Dental Clinic Website
ROLE
Product Designer
IMPACT
Live website is in production
DATE
Dec - Jan 2025
DELIVERABLES
Website Redesign
Interactive Prototype
Basic Design System
OVERVIEW
UltraDent is a premium dental brand from Melbourne, now expanding into India and the UAE.
I helped the brand simplify the booking experience, highlight treatments, and reflect the premium in-clinic experience online.
Designed to feel light, premium, and personal.
New Website Snapshots
Foundation & Research
To kick things off, the founder and I mapped out a clear design process, defined success metrics, and locked in key deliverables to keep things focused and outcome-driven.
Understanding the business
With in-house labs and patented procedures, UltraDent promise elite, same-day treatments.
I started this project knowing very little about the dental space. So I went all in. From technical jargon to treatment workflows, I absorbed everything I could.
Traditional All-on-4
Replaces all teeth using four implants — but involves a long, staged recovery and temporary prosthetics.
UltraSmile+
A faster, tech-enabled solution offering fixed teeth within 24 hours using photogrammetry and in-house scanning.
UltraSmile Aesthetic
Ultra-thin porcelain veneers customized for each patient’s smile — a permanent fix for cosmetic concerns.
Understanding the business
Insights from the Inside
Next, I sat down with the clinic team to learn what patients care about most - their concerns, questions, and what makes them hesitate.
Also went through existing patient interaction data shared by the founder - real messages, FAQs, and feedback that revealed recurring pain points.
Mapped out 3 key friction points faced:Inefficient booking experience
Lack of personalisation
Patients unable to choose their preferred dentist upfront
This foundation will help us shape every UX decision that follows, ensuring we weren’t just building a pretty site, but one that actually solved for the right problems.
Identifying core user problems
I read plenty of industry articles and used AI tools like ChatGPT to surface real user frustrations, especially around booking appointments and navigating the typical dental clinic experience.
Research References
These were the top 3 pains that kept coming up:
Overwhelming use of technical jargon made the experience feel cold and impersonal. Most patients were focused on their specific problem, not the broader medical explanation.
Timeline & cost were top concerns — people wanted clarity upfront.
Users were constantly asking: “What makes this clinic different?
In a survey, about 36% of adults had some fear of dental visits, which led to procrastination & delays.
And they’re exactly what we set out to solve.
Who We’re Designing For
Based on all the research we gathered, the founder and I aligned on a primary user persona-designed to reflect the key patterns & pains we observed.
Target user
A Look Around the Market
To understand what already exists and how UltraSmile could confidently stand apart, I conducted a detailed audit of both direct and indirect competitors across the premium healthcare and aesthetics space.
Biograph (Healthcare + Longevity)
Modelo (Aesthetic + Skin Clinics)
Dental Boutique (Direct competitor in AU)
Analysing the competitor brands
Deciding key UX Decisions
With the research in place, I moved into the next phase.
Landing page & overall website info architecture became our first focus. Not just visually, but as a strategic foundation for clarity and conversion.
To make this actionable, I broke the landing page down into critical content sections, each tied to a specific user need or business goal.
Brainstorming ideas & discussing early directions with the founder.
Choosing the Website Structure
After exploring 2 distinct structures for UltraDent’s web experience, the founder chose to move ahead with Structure 2. A more intuitive, landing page–driven experience.
While the chatbot flow felt nice, it introduced unnecessary friction and risked overwhelming users with a one-size-fits-all path.
Structure 2 allowed us to design a site that felt effortless and familiar, while still delivering personalization at its core.
The standout feature? A step-by-step questionnaire that guided users through needs, priorities, and expectations, making them feel seen, understood, and supported from the very first interaction.
Finding the Right Visual Language for Dental Care
When I started exploring UltraDent’s UI direction, my first instinct leaned toward a high-contrast palette : a bold mix of white (~40%), black (~30%), and subtle accent tones like deep green/ blue.
UI Exploration
I even experimented with a few dark-mode concepts because, let’s be honest - black does feel premium.
But then I zoomed out.
Going back to the research insights we found in Week 1, this project wasn’t just about making a site that looks exclusive. It had to feel right for a dental care brand.
That meant building a visual language that resonated with trust and wellness- qualities that white and light-toned backgrounds communicate far more effectively.
Clean spaces, soft neutrals, and subtle grays immediately suggest purity, safety, and care. Exactly what patients subconsciously look for.
Of course, we didn’t want to lose the premium feel either. So the approach became more nuanced:
Use soft whites and neutral backgrounds as the foundation
Layer in subtle accents (blue or green) to guide the eye and create contrast
Let elegant typography and generous negative space do the heavy lifting in creating a luxurious, high-end experience
So here's an an early concept for the landing page’s hero section. It’s not about the full UI yet — it’s about setting the tone and direction for everything that follows.
An early concept
Visual Inspiration from Indirect Competitors
To level it up, I also immersed myself in industries that have mastered the art of premium branding. From luxury e-commerce to watch brands, the goal was to draw cues that evoke elegance and confidence (without losing the warmth and trust expected in healthcare).
Curated a library of references from premium categories like fashion, beauty, automotive, tech, and hospitality
Studied indirect inspiration from brands like Apple, Rolex & Richard Mille.
I majorly focused on identifying visual patterns : use of white space, elegant type, sharp imagery, and balance between content density and calm.
I majorly focused on identifying visual patterns : use of white space, elegant type, sharp imagery, and balance between content density and calm.
Typography, Layout & Scale
Once the visual direction was in place, I shifted focus to defining the finer details> typefaces.
Explored a wide range of Google Fonts, testing over 20+ typefaces across weights, casing, and spacing to find what felt both refined and approachable for a dental audience
Prioritized typefaces that felt premium yet trustworthy : clean sans-serifs, soft modern serifs, and strong geometric styles that could carry both brand tone and functional clarity
Paired these explorations with generous spacing, modular scale, and a flexible grid system optimized for desktop-first flow, then scaled down responsively.
After all the combinations, I chose DM Sans as the primary typeface. It’s a geometric sans-serif designed for simplicity, legibility, and modern elegance. But more importantly, it conveys:
sophistication
grandeur
exclusivity
This aligns with UltraDent’s premium healthcare positioning.
Website Specs
Every layout decision, from resolution to grid, spacing, and gutter sizes, was made to balance aesthetic clarity with real-world usability.
Here’s how we structured the website:
Design Iterations
Before locking in the final UI, we went through multiple rounds of iteration. Refining not just visuals, but how each screen spoke to the user.
From the landing page to every user flow, I worked closely with the founder to:
Understand his expectations on the UI aspect
Walk through feedback together, not just over email
Discuss edge cases, micro-interactions, and messaging tone
This wasn’t about designing fast. It was about designing right. Every decision was shaped by constant back-and-forth, balancing what looks premium with what feels intuitive and human.
Iterations
Building with Variables (Scalability)
To ensure visual consistency across screens and speed up future updates, I set up a basic Figma Variable System (Tokens) covering:
Font sizes, weights, and line heights for both desktop & mobile
Spacing tokens (gaps, margins, padding)
Text styles with responsive scaling
Screen-specific visibility toggles for precision control
By using variables, any future changes whether it's tweaking a font size, adjusting line height, or updating spacing will instantly reflect across all screens.
Responsive Components
To make the design system future-proof, I created scalable components using:
Auto layout for dynamic resizing
Constraints for consistent behavior across breakpoints
Figma variables for font sizes, spacing, visibility, and screen-specific rules
Websites evolve and I wanted UltraDent’s design to evolve gracefully too. Whether it's a new flow, a layout tweak, or a rebrand down the line, this system makes it easy to update at scale in minutes, not weeks.
High Fidelity Designs
To start, I visualized and designed the end-to-end landing page experience (most crucial user flow identified by the founder).
This included:
designing the complete landing experience, from hero to scroll.
integrating smart transitions and subtle motion to guide attention.
Objective is not just to make the website visually luxurious but to:
Design a cohesive & intuitive visual identity for UltraDent- a dental brand.
Evoke an emotional connection among potential patients.
Create an identity that reflects values of exclusivity & sophistication that define a luxury dental service.
Ensure that users recognize & associate the website as a premium and trustworthy dental brand.
The Landing Page, First Impressions Matter
This is where the story begins. Designed to feel light, premium, and personal, the landing page introduces UltraDent’s unique value and gently guides users toward what they care about most : treatments, past transformations, and outcomes.
Landing Page Interaction
The Treatment Process, Making Dental Simple
Patients don’t want dental jargon. They want clarity.
This flow breaks down complex treatments into easy-to-understand steps. Showing how UltraDent’s patented solutions deliver results faster and smarter than traditional clinics.
Treatment Process
Book Appointment: Personal, Effortless, Reassuring
The heart of the user journey. We designed this flow around patient psychology (UX): building trust with a personalized questionnaire that makes users feel heard, not sold to.
Choosing a dentist, selecting dates, and confirming treatment has never felt this smooth.
Book Appointment Flow
Patient Case Study: Real Stories, Real Proof
Nothing builds trust like seeing someone who’s already walked the path.
This flow brings patient transformations to life : showcasing before/after journeys, the problem, expert team, and treatment outcomes.
Designed to move users from “Is this right for me?” to “I want this too.”
Patient Case Study
Services Overview: Every Treatment, Clearly Explained
The services page breaks down UltraDent’s core offerings with clarity. Giving users the confidence to explore treatment options without the overwhelm, while reinforcing UltraDent’s promise of same-day, high-end care.
Services Flow
Thanks for reading!
Ready to dive deeper? Want a closer look at the website?
Let’s connect and I’ll walk you through the design decisions and my thought process in detail. 🤝