Smile Doctors
Smile Doctors, a national orthodontics brand, needed a seamless way to book new patient appointments. We extended their existing brand identity into a clean, user-friendly scheduling app—streamlining UX while reinforcing trust and approachability.
Deliverables
▸ Discovery
▸ UI/UX Design
▸ Cohesive Brand Presence
▸ Custom UI Kit / Library
Built Around Patients. Backed by Brand.
A Streamlined Experience Rooted in Trust
Smile Doctors, a national orthodontics brand, needed more than just a booking tool—they needed a digital experience that matched their high-touch care. We extended their visual identity into a clean, intuitive scheduling platform, removing friction for new patients and reinforcing confidence in every click.
From typography to layout, each choice was made to support clarity and approachability.
Mobile View
Desktop View
See How We Got Here
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A Patient Experience That Feels as Friendly as the Brand
Bringing function and friendliness together, we designed a seamless booking journey that reflects the trust, clarity, and care at the core of Smile Doctors.
01.
Discover
With no digital scheduling system in place, we analyzed patient pain points and studied best-in-class appointment flows from other industries to identify what a great booking experience could look like.
02.
Define
We aligned with stakeholders to define success: a simple, user-first path to book an appointment that built trust from the first click.
03.
Develop
We crafted intuitive flows, wireframes, and a clean UI system—turning a previously offline process into a streamlined, digital experience.
04.
Deliver
We launched a flexible, scalable UI kit and final designs that made scheduling effortless—giving patients more access, and the brand more impact.
Into The Work
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01 — The Problem
Why It Mattered
There was no digital way to book—only phone calls during business hours. That gap created real friction.
Inconvenient: No booking after hours.
Restrictive: No channel to surface or promote additional services.
Limiting: Missed chances to convert leads into patients.
Smile Doctors needed a smarter, simpler way to connect with customers.
02 — The Strategy
Discovery & Research
We dug into real customer feedback to spot friction points, collaborated with stakeholders for key insights, and mapped user personas to their booking journeys. We pulled inspiration from top scheduling apps to streamline the experience—without losing what made Smile Doctors distinct.
Customer Insights
We listened—and the pain points were clear. Customers felt rushed, frustrated, and boxed into phone bookings. They wanted more control, flexibility, and a calmer experience. These insights shaped a flow that meets users on their terms: at their pace, with clarity up front.
User Personas
We crafted personas to reflect the real people using the product—each with their own rhythms, needs, and constraints. Sarah needed a tool that could simplify the chaos of family scheduling. Jordan needed speed and flexibility to fit healthcare into a packed college schedule. These profiles helped us design with empathy, ensuring the experience worked for both ends of the spectrum.
Task + User Flows
We partnered with stakeholders and product owners to map out core user flows—shaped by business goals and grounded in real customer feedback. Each step was intentionally designed to reduce friction and keep users moving with clarity. Insights from our competitive analysis helped refine the flow, ensuring it felt intuitive, efficient, and aligned with how people actually book appointments in the real world.
Competitive Analysis
We explored how others do it. By analyzing leading scheduling platforms, we uncovered what worked (and what didn’t) across flows, layouts, and microinteractions. From clean time-slot pickers to intuitive calendar views, these insights helped us spot patterns worth keeping—and gaps we could improve on to make Smile Doctors’ experience faster, clearer, and more human.
03 — UI/UX Design
Designing The User Interface
With insights locked in, we translated strategy into screens. Every element—from calendar layouts to confirmation flows—was designed to reduce friction and build trust. We leaned into clarity, simplicity, and just the right amount of delight, creating an interface that feels familiar, responsive, and easy to use—whether you're booking for one or managing care for a whole family.
Wireframing
We started with low-fidelity wireframes to sketch the foundation—quick, clean, and focused on function. These early drafts helped us visualize the booking flow and get aligned fast. We shared them with stakeholders for feedback, then iterated with purpose—refining structure, flow, and usability with every round.
User Interface (UI) Design
04 — The Outcome
Results and Value
The result? A clean, intuitive, mobile-first booking experience built for real life. The final design let users book appointments anytime, from anywhere, in just a few taps. A simplified 4-step process made it easy to select a service, pick a time, and confirm—all without the friction. And with a scalable foundation, Smile Doctors is set up to grow—whether that means adding promos, reminders, or new features down the line.
Identity Applied
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05 — Project Impacts
Patient Experience Elevated
Designing the online booking system transformed Smile Doctors' digital experience—making appointment scheduling faster, simpler, and more intuitive for patients while giving internal teams the tools they need to manage visits more efficiently.
01
▸ Clearer Path to Booking
Streamlined the user journey with fewer steps, removing friction points that previously caused drop-offs during scheduling.
02
▸ Stronger First Impression
Modernized design aligned with Smile Doctors’ approachable, patient-first identity—building trust from the first click.
03
▸ Seamless Mobile Experience
Delivered a responsive interface optimized for on-the-go users, enabling smooth booking from any device.
04
▸ Simplified Decision Making
Improved appointment flow with clear service descriptions and time-slot visibility, helping patients choose with confidence.
05
▸ Increased Conversion Potential
Reduced barriers to booking, improving the likelihood of completed appointments and fewer no-shows.
06
▸ Scalable Digital System
Created a flexible structure that can grow with future service offerings, office expansions, and technology integrations.
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