Latest-gen dental products getting a latest-gen website

UX Design // Website

Air Techniques, a leader in the dental equipment space, had an outdated and overburdened website that no longer served the needs of its growing customer base. With a complex product catalog and strict branding guidelines from their parent company, the challenge was to design a modern, professional site that effectively showcased their extensive range of products while enhancing user experience.

I reimagined their website to streamline navigation, enhance usability, and modernize the look and feel. While UX research was not part of the scope, we did extensive competitor research and looked to leading e-commerce brands to establish a baseline of functional success and for inspiration on best practices. I established a consistent, professional tone, while also adding subtle design elements inspired by these top e-commerce platforms for maximum usability. Upon launching the site, the client saw an increase in time spent on product pages of 1.5x and a conversion rate increase of over 1.8x.

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Challenges

Outdated and Confusing User Experience

The previous site was cluttered and hard to navigate, especially given the size and complexity of its product catalog. Users struggled to find relevant information, leading to frustration and a loss of potential leads. Since the website had been around for a long time, there were many generations of content living in one single place. Cleaning this all up and bringing it to one consistent experience was key.

Vast product catalog

Air Techniques offers a wide range of highly specialized dental equipment, requiring detailed technical information and a professional presentation. Ensuring consistency across the catalog, while presenting very different information per category of products was a primary challenge to solve.

Competitor Landscape

As a major player in a competitive industry, we needed to ensure the design kept pace with leading e-commerce brands and best-in-class user experiences in the dental and medical equipment space. While not technically an e-commerce site, designing it as such ensured that Air Techniques is one step ahead in usability.

Website

Clean and concise home page

Streamlined and focused product pages

Updated consistent content page with new filters

Refreshed and intuitive region/language selector

Unified and simplified menu with new groupings

Modular product lists

Design system

We created a design system containing most of the reusable components, including icons, colors, text styles, buttons, input fields, content cards, dividers, and more. To satisfy the client’s continued needs, a system of template sections was also built, where a page builder would be created for the marketing content manager to build landing pages as needed. A selection is shown below.