2019, Healthcare

Creating a Digital Experience for Lumino That Is Something to Smile About

Overview

Lumino, New Zealand's largest dental practice, approached Tribal with the task of restoring the digital relevance of their brand by re-platforming their website. Additionally, we were tasked with creating a new website for Lumino's Australian sister brand, Maven. As the solo Lead UX Designer, my focus was on delivering a highly personalised and engaging web experience that streamlined the patient journey.

Card+Sorting+Lumino.jpg
Card+Sorting+Lumino+2.jpg

The Ask

The goal was to improve the front-end user experience, gain a deeper understanding of the users, and leverage technology for efficient operations across New Zealand and Australia. The challenge was to address performance issues, reduce costs, and deliver an intuitive experience that significantly improved overall patient satisfaction.

The Solution

I began by conducting extensive UX research, developing user personas for different patient segments, and mapping user journeys to understand their goals, motivations, and behaviours. Through empathy interviews, I identified common fears among dental patients, such as concerns about cost, pain, and shame associated with dental treatment.

To address these concerns, I redesigned the homepage to highlight affordable prices, and pain reduction techniques, and promote a non-judgmental atmosphere. By shifting the focus from pain points to benefits like improved oral health, confidence, and comfort, we aimed to attract more customers and enhance overall satisfaction and loyalty.

I conducted a card-sorting exercise to improve the accessibility and user-friendliness of dental information. Simplifying language and enhancing clarity made dental information more accessible and less intimidating for users. I also introduced a problem-focused categorisation system to provide a more supportive and intuitive experience, allowing users to quickly find relevant information and address their dental concerns effectively.

To enhance the patient experience, we implemented a geotagging feature that displayed the nearest dental clinics to new patients. Patients could mark their preferred clinic as "My Practice," providing a personalised experience during subsequent visits. Usability testing and iterative design improvements ensured a seamless and intuitive user experience.

Joanne Tuck Head of Marketing at Lumino The Dentists

“It’s been pretty fantastic for Lumino. The website certainly delivers a market leading online experience.”

The Result

The redesigned Lumino website successfully addressed performance issues and increased costs associated with the previous platform. The visually appealing and user-friendly interface met the needs of existing patients and attracted new users, significantly improving patient satisfaction and loyalty.

Through extensive research, persona development, and user journey mapping, I ensured that the website catered to the specific goals and preferences of different patient segments. The elimination of dental jargon and the introduction of problem-focused categorisation made dental information more accessible and less intimidating.

92%

increase in online conversions

76%

increase in traffic growth

The geotagging feature and personalised clinic preference streamlined the process of finding and selecting a dental practice, providing a convenient and customised experience. Usability testing validated design decisions and facilitated iterative improvements for a seamless and intuitive user experience.

Overall, the redesigned Lumino website achieved its objectives of improving front-end UX, understanding users better, and leveraging technology for operational efficiencies. The result was a highly personalised and engaging digital experience that reinforced Lumino's position as the leading dental practice in New Zealand.

NEXT

PROJECT