Increasing the number of clients for a dental office
Astrix
How did we increase by 33%
the number of bookings
at a dental office?
Discovery
To gain insights into customer perceptions of Astrix, I conducted one-on-one interviews with 4 long-time clients (3+ years) and 3 new clients from the same year.
Findings
Check out some of the main data and findings below:
83%
Discovered Astrix through word of mouth
78%
Started other specialized treatments offered by Astrix
100%
See Astrix as a relaxing time during the week
Scenario
Astrix's office aims to turn dental visits, often stressful — especially for kids — into a relaxing experience with music, tea, and friendly conversations with the team.
Branding
The founders, part of the local electronic music community, named Astrix after a favorite DJ. The logo needed to stand out from competitors, evoking a sense of escape and safety. We chose colors from the clinic's concrete walls, breaking away from the typical light blue of dental offices.
Word cloud
What the customers think and feel about Astrix
affection
tranquility
trust
We decided to add these words to the branding and website
The office
For Astrix, an art gallery-meets-spa, the challenge was capturing its unique atmosphere — art, sculptures, and a piano — into a digital experience that resonated with users.
Affective welcome message:
Painted wall that welcomes users in the same way it welcomes customers
Home
The navigation of the website is the same as it is in the office:
-
About Astrix
-
Specialties
-
Attendance
-
Contact
Banner transition to show the 3 main parts of Astrix:
-
art and design
-
the specialties
-
the relaxation area
Website
Interviewees highlighted the large painted wall at Astrix's entrance as a key visual memory. To capture this, we incorporated the wall's design into the website, creating a familiar and immersive user experience that mirrors the physical space.
Iteration
Branding and website finished, happy designer, happy client, right?
After a few months, the Astrix team expressed satisfaction with the website but noted it wasn't attracting new clients. We organized a workshop with them, fueled by coffee and post-it notes, to identify ways to enhance client outreach.
We recognized the need to better communicate the clinic's specialties, including facial harmonization, pediatric dentistry, and surgery.
The solution
Based on research, we implemented a blog within the website, allowing each team member to share insights about their specialties. This approach, combined with Search Engine Optimization (SEO) strategies, would enhance our visibility in targeted searches.
New tab: the blog
Results
After 3 months with the blog we measured the following numbers:
123%
Increased number of visits to the site
33%
Increase in new bookings
Learnings
This 2019 project taught me valuable design thinking principles like conducting costumer interviews and running workshops.
The insights from these interviews significantly shaped the brand's voice, visual communication, and website strategy. Testing the addition of a blog proved successful, attracting new customers and highlighting the impact of user-centered design.