Rethinking the relationship between people and their dentist
Digital strategy + service design + digital platform design
Aspen Dental was seeking an advertising boost. The business, however, required a systemic overhaul of its customer experience. Over the course of two years, my teams at CP+B and I partnered with our clients’ teams to redesign the the latter to boost the former for one of North America’s largest chain of dental offices.
How would we build a best-imaginable relationship between patients and their dentist? was our northstar for understanding the patient, employee and doctor experience; determining which features to create / improve upon; and for setting the roadmap for the company’s longer-term digital evolution.
I led the digital research, strategy and design teams over the course of multiple user research sessions, four discovery workshops, three annual state-of-digital leadership sessions, one complete site redesign and multiple micro-evolutions, quarterly site-evolution planning sessions, and countless usability testing sessions.
Biggest challenge: convincing leadership and franchisee stakeholders to focus on improving the customer experience before spending a dime on advertising. We worked with their executive team to align on first improving a few critical business metrics — diminish no-shows by one percent, for example — to gain credibility, and then began parallel-pathing our approach to top-down messaging and bottom-up changes to the patient experience.