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Heyward Dental Products LLC
Website Redesign
E-commerce website redesigned to improve customer purchase experience and SEO
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Updated hero with product image and CTA
Improved navigation system with utility elements
Optimized for improved mobile experience
Challenge
Customers combat barriers such as information architecture issues, navigation hierarchy confusion, and color/text accessibility - slowing down their purchase process
Why: Initial Concerns
Solution
Business / Project Alignment
Business-oriented:
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Top-to-bottom website redesign
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Improve conversion rates
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2x-3x sales increase
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Incorporate and transfer coupon codes
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Upgrade site that looks “professional”
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Maximize SEO
Project-oriented:
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Identify user insight to inform redesign
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Redesign Heyward Dental Products, LLC e-commerce website
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Provide client with project deliverables that can be used to improve the e-commerce website post-project termination
Impact
Outcomes and More
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Updated Heyward Dental Products, LLC e-commerce website
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Improved site SEO, color accessibility, and heuristics
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Success rates doubled across testing version
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Task duration decreased by over 6x
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Sales increased 3x between July to October 2023
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10- to 30-point increase in success metrics (SEQ, SUS, ASQ and Overall Experience scores)
Additional
Who, What, When and Where
Role: UX Research, Designer, Team of 2
Timeframe: March 2023 - July 2023
Tools: Figma, Trello, Miro, Canva, Artboard Studio, Shopify
Live site: HERE
Empathize
Research, Analysis, Exploration
Who is "Heyward Dental"?
Heyward Dental Products LLC, a Texas-based dental supply e-commerce business established in 2005, provides dentist-backed products to customers around the world.
From its origin, Heyward Dental Products, LLC’s mission is to “Provide the best dental products and service to our customers at excellent prices."
Hierarchy confusion
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Accessibility concerns
UI different across desktop versus mobile
Problem Investigation
Heuristics and Annotations:
Pros - Consistency & Standards, Flexibility & efficiency of use, Help & Documentation
Cons - Aesthetic and Minimalistic Design, failed WCAG AA rating
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Competitive Analysis:
Research Methodology:
Research Results:
Five Individual Interviews
1. Interviewees seek reputable sources as part of product purchase process
2. Interviews “stick to what they like, know, and trust”
3. Health and safety of patient is priority 1
4. Abundance of content = poor overall experience
Avg SUS = 67
Avg SEQ = 88
Avg ASQ = 92
Avg Exp = 88
Define & Ideate
The User, their Journey and the Features
User Persona: Dr. Willis, DDS, MS
Age: 50
Occupation: Chief Dentist
Johnathan, a 50-year-old dentist, has been practicing dentistry for the last 20 years; he is the owner of a private practice for the last 5 years. With a team of 5 staff members, making sure his team has the supplies they need to see patients is key.
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Utilizes sources (ADA, CDC, colleagues) before purchasing products from industry-known companies
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Purchases high-quality, long-lasting products
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Purchases from industry-backed products
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Purchase high-quality, long-lasting, evidence-based products that maintain health / safety of patients and staff
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Maintain infection control
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Efficient purchase process that takes minimal time
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Patient and staff safety
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Infections disease control
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Consistent high-quality products that will last
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Products that are restorative
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Experience of previous usage
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E-commerce site with improved purchase process
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Dependable, dentist-trusted products that meets their needs
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Website that resembles other dental product sellers
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Budget constraints
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Biases within product reviews
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Outdated navigation
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Expiration dates - products expire before using them
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Dependability of products
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Modernize website for fast, efficient purchase process
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Provide easy access to support throughout purchase process
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Provide high-quality customer service
Task Flow: Purchsing Process
Enter Site
Land on homepage
Select "Items for Patients" in navigation
Land on "Shop Items for Patients"
Scroll down page
Click on search bar
Type "Aligner and Retainer"
Select "Enter"
Land on list of 12 items
Enter Site
Action Taken by User
Exit Site
Result of Action
Select "go"
Land on "Search Results" page with 6 items
Click on “Aligner & Retainer Removers Bulk” or “Options”
Land on product page
Click “select” text box drop down
Select “Add to Cart”
Exit Site
Card Sorting:
Navigation menu reduced from 24 to 11 items
Utility elements created (shopping cart, log-in)
Footer elements (quick links, socials, support) added
Prototypes
Wireframes and Iterations
Sketches:
Owner wanted a modern, minimalistic, professional, and clean design. Sites such as Benco Dental and Henry Shein were used as inspiration
Moodboard:
Drawing inspiration from Benco Dental and Henry Shein, we designed a moodboard with cool tones (bringing in the original logo color), professional typeface and sample images
Mid-Fidelity Prototype on Figma:
Initial prototyping to display general UI layout, product structure and navigation for stakeholder colloration
High-Fidelity Prototype on Shopify:
Final prototype prior to Shopify site development and domain transfer
Testing & Iterations
Insight Synthesis and Application
Desired Outcomes:
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Complete website redesign prior to June 30th
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Increase SUS, ASQ, SEQ, and overall experience scores by 5-point threshold
Testing Insights:
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Users struggled with color contrast on CTA buttons
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Sections in mid-fidelity layout appeared "constricted" - needed more "breathable" space
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Hero in mid-fidelity appeared "outdated"
Results
Initial vs Hi-Fidelity Usability Testing
Increased Average Scores:
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SEQ: increased roughly 30 points
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ASQ and SUS: increased roughly 10 points
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Overall Experience: increased over 20 points
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Usability Testing Comparison:
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Metrics such as success rate and task duration saw an inversion reaction based on usability testing phase
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Success rates doubled across testing version
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Task duration decreased by over 6x
Marketing Strategy
Campaings and Outcomes
First-Round Campaign:
LinkedIn and Google Ads (Performance Max)
Frequency: daily, simultaneously
Cost: $50 total on each platform
Duration: 2-week timeframe (July 9th-July 31st)
Outcome: Increased website traffic (online store sessions) by 3x
Second-Round Campaign:
Google Ads (Search and Performance Max)
Frequency: daily
Cost: $2/ day
Duration: Sept. 3rd- indefinitely
Outcome: Increased website traffic (online store sessions) by 18%
Impact
Outcomes and Takeaways
Constraints:
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Currently learning of business KPIs/ success metrics
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Owner wants vs user needs
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Unable to get insights from direct customers
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Time limitation - website moved over by June 30, 2023
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Learning new system - Shopify's platform
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Small hifi-usability testing participant pool
Takeaways:​
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Integrating marketing campaigns encouraged new traffic flow
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More effective recruiting methods
Sales Comparison - Month vs Month:
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Heyward Dental Products saw monthly sales increase month to month, exceeding average sales prior to website redesign
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Sales increased 3x between July to October 2023
