Reworking a local dentist’s information architecture and UX writing at
Mint Dental
Mint Dental is a dental practice in Boston, MA that offers a variety of services. They brand themselves as promoting a holistic approach to caring for their patients. They have a beautiful, bright, and modern space and are known for providing great customer service.
However, Mint's website presented usability challenges due to a confusing navigation, imagery, and information architecture, along with a limited search functionality.
Learn more about my design process below!
Discovery Phase 🔍
Discovery Phase 🔍
My research goal was to better understand the pain points, expectations, and goals users have when visiting a dentist website, in addition to pain points specific to Mint Dental’s site.
I did a competitive analysis to compare Mint’s website to other dental practices around Boston. This helped me to better understand common navigation patterns, features, and strengths of other dentist websites.
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Next, I conducted user interviews to gain a general understanding of what users are looking for in a dentist’s website.
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Then, I had participants complete usability testing of Mint’s current site.
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Pain points and areas for improvement were revealed through usability testing of Mint’s site. Key insights from my research were:
Choosing the right dentist is important!
Choosing a new dentist isn’t something people do often, but the decision carries weight due to the potential for a long-term partnership that impacts their oral health and well-being.
1
Prioritizing key information
Based on user feedback, it was important to prioritize displaying information on services offered, insurance accepted, pricing options, and booking functionality on Mint’s website. Other information should be presented in a secondary manner.
2
Balancing aesthetics and functionality
While users appreciate the modern aesthetics and feel of Mint’s current website, they also need the information on dental care to be straightforward to find.
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After deciding which features were must-haves and why, I created the new sitemap. Based on feedback from users, I knew that clear and simple information architecture was the way to go.
I focused on three flows that my research had revealed users are looking for when visiting Mint’s site: booking an appointment, contacting the office with questions, and viewing the services they offer. After user flows, I created the task flows.
Define & Design Phase ✏️
Define & Design Phase ✏️
Bring it to Life ✨
Bring it to Life ✨
Transitioning from low and mid-fidelity wireframes, I delved into high-fidelity wireframes to craft the final visual design. I wanted to refine the visual experience and address all of the pain points discovered during my research.
Before
❌ Confusing information architecture and menu
❌ Incomplete review section
❌ Non-usable search function
❌ Unclear if Mint is taking new patients
❌ Users think business is called “IVNT” because of the logo
❌Non-interactive services menu which is difficult to read.
❌Overemphasis on niche services and imagery that doesn’t “match” a dental practice.
❌ Confusing language and imagery
❌ Minimal information on insurance and pricing
After
✅Clear information architecture that communicates what is on each page
✅Reviews included on home page, separated by category, and link to see more
✅Removed search function and replaced with clear IA- no need for a search function when information is easy to find!
✅ Banner letting users know they are taking new patients
✅ Updated logo which clearly says “MINT”
✅ A page dedicated to services offered, which are separated into clear and concise categories. CTA’s to easily book appointments throughout.
✅Modern, aesthetic imagery related to teeth and dental work.
✅ Clear, concise language which is left-aligned for readability
✅Kept photos of staff as this was important to Mint
✅ Insurance checker and preview of pricing
Impact of Mint’s Redesign
Improved User Experience
By restructuring the information architecture, the website became more intuitive and user-friendly, enhancing the overall patient experience.
1
Increased Efficiency
The streamlined navigation allowed patients to quickly find the information they needed, reducing frustration and increasing satisfaction.
2
Enhanced Brand Perception
The improved website organization contributed to a more professional and organized brand image, fostering trust and credibility.