OVERVIEW

About the Business

United Dental Care (UDC) operates in the B2B dental healthcare sector, acquiring and managing practices while providing dentists with comprehensive support services, including capital, analytics, marketing, and HR.

Their outdated website failed to reflect UDC’s modern, independent approach. The client approached our agency with a referral to create a user-centric redesign showcasing their innovative services.

Country

USA

Services

Website design

Scalable UX/UI design

Motion Design

Our team

Project Tasks and Challenges

Outdated website

UDC's previous website had a dated aesthetic, poor navigation, and inconsistencies in information and style. It failed to communicate UDC's unique business model and values effectively.

Distinctive branding

The client wanted a style that stood apart from typical corporate healthcare websites - friendly, fresh, and approachable, yet professional.

Key Project Goals

01.

Modernize UDC’s digital presence - сreate a high-quality website with clear navigation and structured content that resonates with potential clients.

02.

Define a unique visual identity - establish a style that is fresh, independent, and distinctly non-corporate, tailored for B2B while remaining approachable.

03.

Improve usability - ensure the website works seamlessly across platforms and meets accessibility standards.

Phase1:

Discovery

We conducted competitor and industry research to identify opportunities for differentiation, focusing on breaking away from the overly formal aesthetic common in healthcare websites. This analysis helped us define a modern and approachable design direction.

Collaborating with the client, we developed a clear sitemap and information architecture, ensuring logical navigation and an intuitive flow of information. To further refine the vision, we created a detailed mood board, aligning the design team and client on the project’s visual and strategic direction.

Phase2:

Ideation

We began by exploring a variety of concepts, aiming to establish a direction that would reflect UDC’s identity. After careful consideration and collaboration with the client, we selected one concept direction that best aligned with their vision and goals.

Designing the homepage we encountered a pivotal challenge in defining the color palette. The client sought to define a color scheme that aligned with UDC’s unique identity - modern, independent, and professional while intentionally moving away from the traditional healthcare palette.

To keep the project moving forward and provide clarity, we shifted our attention to live workshops and collaborative sessions. On them, we introduced the solution of using grayscale builders, which allowed us to create various layout options for each page section without focusing on color. By utilizing variables functionality in Figma, we enabled quick experimentation, allowing the client to visualize structural elements in real-time. This helped to move away from a fixation on color to the overall website structure and content.

Once the overall structure of the website was approved, we revisited the color palette and introduced a combination of muted blue and pink, which conveyed trust, warmth, and professionalism, while adhering to accessibility standards to ensure inclusivity.

Phase3:

Design

Each page was iteratively reviewed and approved by the client, ensuring alignment with their vision at every stage. To enhance user engagement, we incorporated subtle animations and interactive elements, adding dynamism without compromising the website’s clean, professional aesthetic.

Finally, we ensured a seamless experience across all devices by creating a fully responsive design, guaranteeing flawless performance on desktops, tablets, and mobile devices.

Results

This project transformed Sonar’s brand and online presence to meet the needs of enterprise clients. By aligning the design with Sonar’s goals, we effectively positioned the company for growth in the competitive mortgage tech space.

At the time of publishing this case study, the project is under development, but through close collaboration with the client, we have created:

Distinctive branding:

UDC’s new design breaks away from traditional healthcare websites, embodying independence, friendliness, and professionalism.

Modern and functional website:

The final product features structured, easy-to-navigate content, improved usability, and a polished, scalable design.

Conclusion

This project transformed UDC’s website into a modern, user-friendly platform that reflects their unique business model and values. By addressing their challenges and incorporating innovative solutions, we delivered a design that not only met immediate needs but also set the stage for UDC’s continued growth in the dental healthcare industry.