UltraDent ◦ Dental Clinic Website

Ajeya Sharma

Verified

Product Designer

UX Designer

Web Designer

Figma

Notion

Healthcare

Landing Page Interaction

Crafting a Luxury Dental Website

UltraDent is a premium dental group from Melbourne, now expanding into India and the UAE.

I helped the client simplify the booking experience, highlight treatments, and reflect the premium in-clinic experience online.

Timeline: 4 weeks

Landing Page

Treatment Process

Book Appointment Flow

Patient Case Study

Services

WEEK 1

Foundation & Research

To kick things off, the founder and I mapped out a clear design process, defined success metrics, and locked in key deliverables to keep things focused and outcome-driven.

Let’s dive into how it all came together.

Understanding the business

UltraDent is a premium dental group from Melbourne, now expanding into India and the UAE. With in-house labs and patented procedures, they promise elite, same-day treatments.

Let's have a look at the treatments offered by UltraDent:

Traditional All-on-4 Replaces all teeth using four implants — but involves a long, staged recovery and temporary prosthetics.

UltraSmile+ A faster, tech-enabled solution offering fixed teeth within 24 hours using photogrammetry and in-house scanning.

UltraSmile Aesthetic Ultra-thin porcelain veneers customized for each patient’s smile — a permanent fix for cosmetic concerns.

Understanding the business

I started this project knowing very little about the dental space—so I went all in. From technical jargon to treatment workflows, I absorbed everything I could.

Identifying core user problems

Next, I read industry articles and used AI tools like ChatGPT to surface real user frustrations—especially around booking appointments and navigating the typical dental clinic experience.

Research References

These were the top 3 pains that kept coming up:

Overwhelming use of technical jargon made the experience feel cold and impersonal. Most patients were focused on their specific problem, not the broader medical explanation.

Timeline & cost were top concerns — people wanted clarity upfront.

Users were constantly asking: “What makes this clinic different?

In a survey, about 36% of adults had some fear of dental visits, which led to procrastination & delays.

And they’re exactly what we set out to solve.

Insights from the Inside

Next, I sat down with the clinic team to learn what patients care about most — their concerns, questions, and what makes them hesitate. Also went through existing patient interaction data shared by the founder — real messages, FAQs, and feedback that revealed recurring pain points.

Mapped out 3 key friction points faced:

inefficient booking experience

lack of personalisation

patients unable to choose their preferred dentist upfront

This foundation will help us shape every UX decision that follows — ensuring we weren’t just building a beautiful site, but one that actually solved for the right problems.

Who We’re Designing For

Based on all the research we gathered, the founder and I aligned on a primary user persona—designed to reflect the key patterns & pains we observed.

User Persona

A Look Around the Market

To understand what already exists — and how UltraSmile could confidently stand apart — I conducted a detailed audit of both direct and indirect competitors across the premium healthcare and aesthetics space.

We focused on three standout brands:

Biograph (Healthcare + Longevity)

Modelo (Aesthetic + Skin Clinics)

Dental Boutique (Direct competitor in AU)

Competitor Analysis

WEEK 2

From Research to UX Strategy

With the research in place, I moved into the next phase — the landing page & overall website info architecture became our first focus — not just visually, but as a strategic foundation for trust, clarity, and conversion.

To make this actionable, I broke the landing page down into critical content sections, each tied to a specific user need or business goal. From here, I started brainstorming ideas & discussing early directions with the founder.

Choosing the Website Structure

After exploring two distinct structures for UltraDent’s web experience — the founder chose to move ahead with Structure 2 — a more intuitive, landing page–driven experience. While the chatbot flow felt nice, it introduced unnecessary friction and risked overwhelming users with a one-size-fits-all path.

Structure 2 allowed us to design a site that felt effortless and familiar, while still delivering personalization at its core.

The standout feature? A step-by-step questionnaire that guided users through needs, priorities, and expectations — making them feel seen, understood, and supported from the very first interaction.

Finding the Right Visual Language for Dental Care

When I started exploring UltraDent’s UI direction, my first instinct leaned toward a high-contrast palette — a bold mix of white (~40%), black (~30%), and subtle accent tones like deep green or blue.

I even experimented with a few dark-mode concepts because, let’s be honest — black does feel premium.

But then I zoomed out.

Going back to the research insights we found in Week 1, this project wasn’t just about making a site that looks exclusive. It had to feel right for a dental care brand.

That meant building a visual language that resonated with trust and wellness — qualities that white and light-toned backgrounds communicate far more effectively. Clean spaces, soft neutrals, and subtle grays immediately suggest purity, safety, and care — exactly what patients subconsciously look for.

Of course, we didn’t want to lose the premium feel either. So the approach became more nuanced:

Use soft whites and neutral backgrounds as the foundation

Layer in subtle accents (blue or green) to guide the eye and create contrast

Let elegant typography and generous negative space do the heavy lifting in creating a luxurious, high-end experience

So here's an an early concept for the landing page’s hero section. It’s not about the full UI yet — it’s about setting the tone and direction for everything that follows.

*an early concept*

Visual Inspiration from Indirect Competitors

To level it up, I also immersed myself in industries that have mastered the art of premium branding. From luxury e-commerce to watch brands, the goal was to draw cues that evoke elegance, clarity, and confidence — without losing the warmth and trust expected in healthcare.

Curated a library of references from premium categories like fashion, beauty, automotive, tech, and hospitality

Studied indirect inspiration from brands like Apple, Rolex & Richard Mille.

I majorly focused on identifying visual patterns — use of white space, elegant type, sharp imagery, and balance between content density and calm

Typography, Layout & Scale

Once the visual direction was in place, I shifted focus to defining the finer details — typefaces — the invisible framework that shapes the UX.

Explored a wide range of Google Fonts, testing over 20+ typefaces across weights, casing, and spacing to find what felt both refined and approachable for a dental audience

Prioritized typefaces that felt premium yet trustworthy — clean sans-serifs, soft modern serifs, and strong geometric styles that could carry both brand tone and functional clarity

Paired these explorations with generous spacing, modular scale, and a flexible grid system optimized for desktop-first flow, then scaled down responsively

After all the trials, I chose DM Sans as the primary typeface. It’s a geometric sans-serif designed for simplicity, legibility, and modern elegance — but more importantly, it quietly conveys:

sophistication

grandeur

Exclusivity

that aligns with UltraDent’s premium healthcare positioning

Website Specs

Every layout decision — from resolution to grid, spacing, and gutter sizes — was made to balance aesthetic clarity with real-world usability. Here’s how we structured the system:

Design Iterations

Before locking in the final UI, we went through multiple rounds of iteration — refining not just visuals, but how each screen spoke to the user.

From the landing page to every user flow, I worked closely with the founder to:

Understand his expectations on the UI aspect

Walk through feedback together, not just over email

Discuss edge cases, micro-interactions, and messaging tone

This wasn’t about designing fast. It was about designing right. Every decision was shaped by constant back-and-forth — balancing what looks premium with what feels intuitive and human.

Building with Variables (Scalability)

To ensure visual consistency across screens and speed up future updates, I set up a complete Figma Variable System (Tokens) for UltraDent — covering:

Font sizes, weights, and line heights for both desktop & mobile

Spacing tokens (gaps, margins, padding)

Text styles with responsive scaling

Screen-specific visibility toggles for precision control

By using variables, any future changes — whether it's tweaking a font size, adjusting line height, or updating spacing — will instantly reflect across all screens.

Responsive Components

To make the design system future-proof, I created scalable components using:

Auto layout for dynamic resizing

Constraints for consistent behavior across breakpoints

Figma variables for font sizes, spacing, visibility, and screen-specific rules

Websites evolve — and I wanteded UltraDent’s design to evolve gracefully too. Whether it's a new flow, a layout tweak, or a rebrand down the line, this system makes it easy to update at scale in minutes, not weeks.

High Fidelity Designs

I visualized and designed the end-to-end landing page experience — the first and most crucial user flow selected by the founder.

This included:

Designing the complete landing experience, from hero to scroll

Integrating smart transitions and subtle motion to guide attention

Objective is not just to make the website visually luxurious but to 

design a cohesive & intuitive visual identity for UltraDent- a dental brand 

evoke an emotional connection among potential patients 

create an identity that reflects values of exclusivity & sophistication that define a luxury dental service 

ensure that users recognize & associate the website as a premium and trustworthy dental brand

Started building core design system:

Buttons, dividers, iconography, typography styles

Setup organized Figma file with naming logic and components

Delivered User Flow 1: Appointment Booking in high fidelity:

Integrated with landing page

Added transitions and subtle animations for smoother guidance

Conducted feedback session with Raj:

Incorporated key notes

Finalized the direction for scaling flows

🗓️ Week 4 – Final Flows, Prototyping & Handoff

Designed remaining high-fidelity screens:

Flow 2: Document Upload

Flow 3: Online Forms

Flow 4: Contact Us

Flow 5: Services

Flow 6: About Page

Ensured consistent layout, interactions, and tone across all flows

Hosted review and refinement session with Raj:

Addressed final feedback across all user journeys

Delivered:

Fully interactive prototype covering all screens

Organized Figma file with structured pages and handoff-ready components

Like this project

Posted Mar 31, 2025

Created a luxury responsive website with the goal to simplify booking experience, highlight treatments, and reflect the premium in-clinic experience online.

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Timeline

Dec 1, 2024 - Jan 6, 2025

Clients

ARCADIA