CASE STUDY — 2025
TINY TEETH PEDIATRIC DENTAL CLINIC
OVERVIEW
Tiny Teeth needed a way to attract patients to their new pediatric dental clinic, but many parents were hesitant to trust a brand new practice with their child’s care.
To address this problem, we designed a child-friendly, parent-focused website that empowers parents by providing the key information they value during the decision-making process. This approach would build both trust and confidence in the new clinic.
The website is complete but not yet live. The Tiny Teeth team plans to launch it alongside their clinic opening in November 2025, once new photography of the space is available.
Feel free to keep an eye on the website here: https://www.tinyteeth.ca/
TASK
Design a new website
TEAM
3 UX/UI Designers
MY CONTRIBUTION
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Low & high-fidelity prototypes
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Research analysis
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Group spokesperson​
DURATION
6 weeks
PROBLEM
One of the biggest challenges parents face when searching for a new pediatric dentist online is judging whether a practice is trustworthy. Parents want to feel confident that the dentist is experienced, reputable, and certified to care for children, but many websites are vague, outdated, or lack the information parents need to make an informed decision. This gap presents an opportunity to improve the user experience and increase patient acquisition for new pediatric practices.
OBJECTIVES
To create a website experience for Tiny Teeth that helps parents confidently choose the best pediatric dental care through clear and informative content.
DESIGN STRATEGY
Our design strategy focused on balancing the user’s need for transparent, easy-to-understand information with Tiny Teeth’s goal of building trust and standing out as a professional, child-friendly clinic.
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To achieve this, we:
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Showcased detailed dentist bios with certifications to build trust.
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Highlighted the clinic’s child-focused approach by emphasizing how they create a safe and comforting environment for children.
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Created a parent resources page to help answer common questions and concerns.
RESULTS
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Delivered a brand new, user-focused website built in Wix with a professional yet child-friendly feel.
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This website was designed to build trust through patient reviews, clear communication of clinic offerings, detailed dentist bios, and valuable content like dental care tips for parents.
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If the website were to go live, I would assess KPIs such as:
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Conversion rate (e.g. appointment bookings or contact form submissions).
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Time on page and scroll depth (to gauge content engagement).
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Bounce rate on key landing pages.
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DIVE DEEPER INTO THE DESIGN PROCESS BELOW
EMPATHIZE
User Survey
A survey was sent to 15 parents with children under the age of 18 to understand their preferences, pain points, and needs when searching for a pediatric dentist online.
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As a busy parent with a kid who doesn’t enjoy seeing the dentist, it’s important for me to have an easy to follow guide to understand what the visit entails and can also put my child at ease.
-Survey Participant
Competitive Analysis
We conducted a competitive analysis to help us identify best practices for pediatric dentistry websites and uncover opportunities for Tiny Teeth to stand out.
Key Insights From Research
Survey data revealed that parents value child-friendly care, flexible booking, and clear explanations most. Meanwhile, the competitive analysis revealed an opportunity to create a solution with a better user experience for parents.
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Opportunities identified to create a better user experience:
Organize content with clear visual hierarchy so parents can quickly scan and find what matters most.
Create a warm, approachable design with kid-friendly visuals that still feel professional.
A clear site structure with wayfinding cues will help parents easily find and move between key pages.
DEFINE
How might we help parents quickly find trustworthy information about a pediatric dentist?
User Persona
Meet Sandra, a busy parent searching for a pediatric dentist she can trust. She’s looking for straightforward answers to her questions, reassurance that her child will be cared for gently, and a booking process that’s quick and stress-free. Above all, she wants the experience to feel warm and welcoming from start to finish.
User Journey Map
To better understand parents and their experiences, we created a user journey map that captures their key actions, pain points, and opportunities for improving the website.
IDEATE
Visual Language
We used Tiny Teeth’s existing brand guidelines, playful colours, and kid-friendly characters to make the website feel warm and welcoming. Since the clinic hasn’t opened yet, we left out photos of the space for now.
Site Map
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Low-Fidelity Sketches
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Mid-Fidelity Wireframes
PROTOTYPE
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HIGH FIDELITY PAGES
TEST
To test our design decisions, we conducted moderated remote usability tests with five participants and recorded the data in a rainbow spreadsheet.
USABILITY TEST RESULTS
OUTCOME
Usability testing validated that our website design meets user needs.
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100% of participants found the website easy to navigate and visually appealing
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100% reported that the content was helpful in choosing a pediatric dentist
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No usability issues were identified during testing
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Stakeholders were pleased with the final product
LESSONS LEARNED
This project taught me how to balance what users need with what the business wants. It pushed me to get better at talking to stakeholders in a way that made sense to them and showed that putting users first can still help them reach their goals. I came out of it more confident in explaining how our research shaped our design decisions and in showing its value to the company’s objectives.
TESTIMONIAL - TINY TEETH
"We had the pleasure of working with Julia, Shiela, and Farha on our Tiny Teeth website, and they were incredible from start to finish. They took the time to understand our vision, guided us through the process with ease, and delivered a site that's both beautiful and user-friendly. Their professionalism, creativity and genuine care made all the difference. We're so grateful for their hard work and would highly recommend them to anyone looking to build a website."
Arif Mamdani, DMD
Co-Owner, Tiny Teeth Pediatric Dentistry