to bring care, integrity, professionalism, and love for the community from doctors with over 45 years of experience in dental practice.
Sherwood Dental was founded in 1974 in Sherwood Park, Alberta, Canada, by Dr. Andrew Ference. Over the years, Sherwood Dental has provided superior dental care for several generations of families. Their committed team of professionals works with the same values and treatment philosophies on which the clinic was founded. The practice's mission is to demonstrate its dedication to the community's dental health and overall wellbeing.
Services Provided:
Webdesign & Development Website Maintenance Responsive Website UX Design UI DesignTo retain existing customers and attract new ones, the brand needs a redesign.
In order to keep eyes on the page, our team integrated important aspects of the dental practice, starting with popular services, doctor’s experience, patient testimonials, and community involvement. With the addition of keywords, procedure animations, and more calls to action, Sherwood Dental became a more robust site, capable of holding patients’ attention.
Another important improvement involved creating valuable content. Across the board, content has been curated to be relevant to the target market and on-trend with current procedures and treatments.
Sherwood Dentals’ website redesign clearly represents the professionalism and compassion of the brand. By addressing the previous website’s problem areas, the experts at Admen implemented intentional changes aimed at making pertinent office information more accessible and elevating the user’s experience. Sherwood Dental agrees that their skillfully redesigned website puts them ahead of competing dental practices in the area.
Brand Positioning Graphic
As UX Designers, we aim to create an optimal experience for the user while aligning with the client's goals. The key to the project's success is finding the right balance between the two objectives. To understand the client's specific business goals, we performed stakeholder interviews. As a result, we determined the following as the primary goals for Sherwood Dental:
As UX Designers, we aim to create an optimal experience for the user while aligning with the client's goals. The key to the project's success is finding the right balance between the two objectives. To understand the client's specific business goals, we performed stakeholder interviews. As a result, we determined the following as the primary goals for Sherwood Dental:
SWOT Analysis Graphic
After gaining a clear understanding of the current Sherwood website's challenges and the problems we aimed to solve, we performed a competitive analysis. This gave us insight into how competitors have tackled the same issues and whether their solutions were successful.
Competitive Analysis
"Sherwood Dental is an established dental practice that has served the community for over 45 years but is presently facing fierce competition. The competitors have modern, well-built websites which are pulling some of Sherwood Dental's clients away. To retain existing customers and attract new ones, the brand needs a redesign."
To understand the target audience's mindset, motivations, and behaviors, Admen created a fictional user persona named Michael. This persona was based on information collected through stakeholder interviews, Google Analytics, and Google Reviews. Some key insights from the Google Analytics report are listed below:
Age Group: 25-34 (33%), 35-44 (22%);
Gender: 60% female, 40 % male;
Device Usage: 65% Mobile, 24.4% Desktop, 10.6 Tablet;
57% organic search, 13.1 display, 8.9 paid search;
Top 10 Interests (Affinity Categories): Value Shoppers (3.33%), 30-minute Chefs (3%), Movie Lovers (2.54%), Family Focused (2.47%), TV Lovers (2.42%), Foodies (2.33%), Book Lovers (2.23%), Shopaholics (2.19%), Bargain Hunters (2.19%), Green Living (2.18%)
User Persona
Carefully considering how Sherwood Dental fit into customer's lives was crucial to the user journey. To create a successful website for Sherwood Dental, Admen first needed to identify the different ways the user could achieve their goal as quickly as possible. Inspired by user research and persona creation, we determined the need for three unique user scenarios leading to three different customer journeys:
In each scenario, we witnessed a different behavior from the same user persona and his family. The maps below expedited the new website planning as it immediately highlighted any current issues and steps the user takes to resolve the problem.
Jessica has had a severe toothache all day. It's 6 pm when she finally gets off work and begins searching online for an open dentist office.
Customer Journey 1
Jessica’s daughter, Jane, is 6 years old and has never been to a dentist. After her own great experience with Sherwood Dental, Jessica considers bringing her daughter to the practice for her very first visit.
Customer Journey 2
Jessica’s husband, John, is considering whitening his teeth. He shares his intentions with Jessica, and they decide to pursue teeth whitening together.
Customer Journey 3
Considering mobile designs are more challenging to create than desktop, a mobile-first approach allows us to easily adapt responsive mobile designs to larger screens and devices afterward. This mobile-first strategy was a particularly easy decision as Google Analytics revealed that 65% of Sherwood Dental users are on mobile devices. The number will only continue to grow.
Based on design strategy, redesign goals, and customer journeys, Admen created a sitemap that laid out the site content's organization and structure.
After deepening our understanding of the site structure and issues we aimed to tackle, our experienced team sketched layouts of various design approaches. Low-fidelity layouts are a useful tool within this phase as they allow our designers to quickly determine which elements work and what should be eliminated. The creation of electronic sketches enabled us to communicate our design ideas with the stakeholders remotely. We were able to quickly receive feedback before moving onto detailed wireframes.
Webdesign + Development / UX Design / User Research
