CRM design for dental dashboard

Project:

CRM design for dental dashboard.

Denplan (Part of Simplyhealth) partners with 6,600 UK member dentists, caring for over 1.4 million patients with affordable plans for routine and preventive care. The platform helps dental practice staff manage plans, pricing, patient data, and reporting, however, lack of investment caused disengagement, combined with legacy systems, the product needed some real TLC.

Mission objectives:

Research: Use qualitative and quantitative methods to validate pain points and guide feature improvements.

Information architecture: improve usability, balancing plan sales data visualisation with clear signposting for dental staff.

User testing: Conduct user testing to validate dashboards alignment with user day to day responsibilities and job roles.

Defining the foundations for ease of use

Gathering insights

I developed questionnaires and led both online and in-person interviews with owner-managers, practice managers, and dental nurses, uncovering key insights into their dashboard needs and areas for improvement.

Empathy mapping

Empathy mapping helped break down research into digestible chunks, highlighting core user needs and pain points, and providing critical evidence to inform content and feature hierarchy for the site.

Personas and userflows

Defining personas helped distinguish different user types, their goals and behaviours, providing a clearer understanding of their motivations. Journey maps highlighted key interactions and decision points.

Incremental improvements to core functions

Helping reduce user interaction costs

I was constantly driving for change at this time as user testing was not always a primary goal.

Redesigns simplified the dashboard by focusing on the most relevant links and popular content. First click user testing provided initial insights plus Google Analytics tagging of links supported a new test and learn mindset.

Incremental improvements to core features

High fidelity prototype design

Personalised dashboards

My proposed design for the Dental Dashboard CRM incorporated personalised home pages and patient user journeys, simplifying data presentation, improving navigation, and adding gamification elements to enhance usability, efficiency, and engagement. This blue skies visual generated huge interest across the business, providing an opportunity to show how the dashboard could truly add value and increase customer engagement.

Design system and component evolution

I created UI kits with standardised elements to ensure consistency and support rapid prototyping and testing as the product evolved. This was developed alongside the legacy system and became an invaluable asset when working with senior stakeholders, product owners, and developers.

Mobile dashboard prototyping

UI exploration

Explored micro moment UI designs with adaptive components to reflect Denplan's playful brand personality.

Results

Increased revenue, improved adoption rates and improved operational efficiency for all.

It was a pleasure working on this exciting brand and its comprehensive range of products and applications, alongside a fantastic team including business development managers, product owners, and development squads focused on product success.

The tool makes managing patient information, appointments, and treatments seamless, leading to better care delivery and patient satisfaction.

68%

User adoption rates (target: 60%) for the portal have increased through extensive testing, redesign of onboarding journeys, and simplified interfaces to support the daily tasks of practice staff.

+40%

Retention journeys, designed and built in a matter of weeks, helped retain over 40% of patients intending to cancel or default on their monthly plan payments by offering support, such as payment holidays, during the pandemic.

Other example results for tactical signposting

CTR

Before: Lower CTR due to overwhelming number choices. After: 60% Higher CTR with fewer, targeted links, boosting engagement and user confidence.

Time on Task

Before: Too much time (3-4 secs) to find relevant information. After: Shorter time (1-2 secs) to find relevant information, enhancing user efficiency.

Bounce rate

Before: High bounce rate from excessive links, resulting in frequent site exits without finding content. After: Much lower bounce rates due to relevancy.