NuSmile
NuSmile
Optimizing workflow for Pediatric Dentists
Optimizing workflow for Pediatric Dentists
Healthcare
Healthcare
0 → 1, App, Navigation, Website
0 → 1, App, Navigation, Website
2025
2025
Led a multi-phase product initiative at NuSmile, a global leader in pediatric dental care serving 45% of all pediatric clinics in the U.S. and a significant international market. The original project began as a 0 to 1 app concept to support workflow and purchasing for dental professionals. Through stakeholder alignment and researched information, we identified a faster and more cost-effective path forward, pivoting toward scalable improvements on NuSmile’s existing platforms. This shift led to a redesigned site navigation and website that supports both mobile and desktop.
Collaborators
1 CRO
1 Director of PMM
2 Business Dev. Rep
1 PM
2 Designer
Led a multi-phase product initiative at NuSmile, a global leader in pediatric dental care serving 45% of all pediatric clinics in the U.S. and a significant international market. The original project began as a 0 to 1 app concept to support workflow and purchasing for dental professionals. Through stakeholder alignment and researched information, we identified a faster and more cost-effective path forward, pivoting toward scalable improvements on NuSmile’s existing platforms. This shift led to a redesigned site navigation and website that supports both mobile and desktop.
Collaborators
1 CRO
1 Director of PMM
2 Business Dev. Rep
1 PM
2 Designer
App
Initiated and designed a mobile app to address workflow and purchasing challenges. Focused on streamlined navigation, simplified ordering and reordering, and seamless customer support from app to phone experience.
Initiated and designed a mobile app to address workflow and purchasing challenges. Focused on streamlined navigation, simplified ordering and reordering, and seamless customer support from app to phone experience.
NuSmile App
NuSmile App
NuSmile verifies all new accounts by authenticating pediatric dentists’ names and license numbers to ensure safety and security.
NuSmile verifies all new accounts by authenticating pediatric dentists’ names and license numbers to ensure safety and security.
After conducting user research, competitive analysis, and mapping the information architecture, we streamlined the navigation into 4 core sections: home, shop, education, and account.
After conducting user research, competitive analysis, and mapping the information architecture, we streamlined the navigation into 4 core sections: home, shop, education, and account.
With customer service being central to NuSmile’s brand, we identified that switching between the website and phone created friction. Adding a clear and accessible support option throughout pages improved the experience. We also introduced a reorder feature based on past purchases to align with dental clinics’ recurring ordering patterns, helping streamline workflows and support consistent sales.
With customer service being central to NuSmile’s brand, we identified that switching between the website and phone created friction. Adding a clear and accessible support option throughout pages improved the experience. We also introduced a reorder feature based on past purchases to align with dental clinics’ recurring ordering patterns, helping streamline workflows and support consistent sales.
Navigation
Navigation
After presenting the initial app concept, a second, more cost-effective option was introduced to better align with stakeholder and business goals. Using insights from information architecture, we moved forward with a full navigation redesign of the existing platform. Since implementation, the site now sees over 10,000 users and 250,000 actions per month, with a 10% month-over-month increase in user visits and a 7% increase in key actions, including sales conversions.
After presenting the initial app concept, a second, more cost-effective option was introduced to better align with stakeholder and business goals. Using insights from information architecture, we moved forward with a full navigation redesign of the existing platform. Since implementation, the site now sees over 10,000 users and 250,000 actions per month, with a 10% month-over-month increase in user visits and a 7% increase in key actions, including sales conversions.
A key focus was improving access to the RESTORE workshop page, which users previously struggled to find. After the redesign, 100% of users were able to locate the page and complete registration.
A key focus was improving access to the RESTORE workshop page, which users previously struggled to find. After the redesign, 100% of users were able to locate the page and complete registration.
Website
Website
As an ongoing initiative, I am leading the redesign of NuSmile’s website. While implementation is not yet underway, the new design will be rolled out in phases as needed.
As an ongoing initiative, I am leading the redesign of NuSmile’s website. While implementation is not yet underway, the new design will be rolled out in phases as needed.
Process
Process
The app design process included empathy mapping, user research, competitive analysis, and information architecture using card sorting and similarity matrices. This informed the sitemap, user flows, wireframes, and interactive prototype.
The app design process included empathy mapping, user research, competitive analysis, and information architecture using card sorting and similarity matrices. This informed the sitemap, user flows, wireframes, and interactive prototype.
New Sitemap
User Flow
Onboarding
Home
Shop
Education
Account
Support
Cart / Checkout
Wireframing
Onboarding
Home
Shop
Education
Account
Support
Cart / Checkout
Iterating with Feedback
Iterating with Feedback
The new mobile and desktop navigation was informed by previously collected insights. The sitemap was modified to address specific usability challenges and improve overall user flow.
The new mobile and desktop navigation was informed by previously collected insights. The sitemap was modified to address specific usability challenges and improve overall user flow.
New Navigation
Old Navigation
