This project is part of my work as a UX Designer at Jungle Minds. I was responsible within this project for: UX Design, Visual Design and User Testing.
Straumann Group holds different dental professional brands such as Straumann, Medentika and Neodent. Their customers love their products for their quality and reliability. This is something we’ve heard from their customers first-hand. But just making top quality products is not enough in this digital day and age, where (self) service is something customers expect. If you want to stay relevant you have to shift from a product focus to a customer focus. Making this transition for such a large and complex organization can be tricky, especially when it comes to their extensive webshop.
By talking to Straumann Group’s customers during the interviews we conducted, we noticed there were different kinds of customers that all have their own needs. What’s interesting is that they also represent a different part of the buying journey. Some are only focused on exploring (new) products or deciding which product (-line) is best for their situation. Others are focussed on ordering and making sure they have certain products in stock. Then there’s a third group that is involved in all those steps, such as dental labs. This calls for a solution that keeps these different groups in mind, in both the pages itself and the overall flows throughout the webshop.
Dental professional products can be quite complex and very technical. So finding a balance in which information to show or not can be difficult. Many of Straumann Group’s customers are very experienced with their products and have a lot of knowledge about how to use them. They expect certain information to be able to make the right decision. So we made sure all the information is there if they need it, without it being overwhelming. Looking closely at the information and data on different pages made us realize that it can be boiled down to three types: essential, informational and detailed. These categories gave us something to fall back on when making design or content decisions. Now that a new solid base for the webshop has been created, we will be exploring topics in 2022 that can really set Straumann Group apart from its competition and become a frontrunner in their industry.
