CASE STUDY — 2025
TINY TEETH PEDIATRIC DENTAL CLINIC
OVERVIEW
Tiny Teeth is a new pediatric dental clinic about to open its doors. Before welcoming their first patients, they needed a website that would reassure parents and highlight their child-focused approach. Our challenge was to design an online experience that conveyed trust, professionalism, and warmth, helping families feel confident choosing Tiny Teeth from day one.
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TASK
Design a website to attract new patients
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WORKED WITH
UX Researcher
UX/UI Designer
Stakeholders
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MY IMPACT
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Led end-to-end website design
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Synthesized research insights
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Group spokesperson
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DURATION
6 weeks
CHALLENGE
How might we help parents quickly feel comfortable and confident when choosing a new pediatric dental clinic online?
GOAL
Our goal was to design a website that positioned Tiny Teeth as a professional, trustworthy, and child-friendly clinic, building trust with parents from the moment they book online through their in-clinic experience.
PROBLEM DEFINITION
I defined three key issues through our qualitative research with parents:
1. Pediatric dental websites often lack clear, accessible information on important topics such as procedures, insurance, and how children’s dental anxiety is handled
2. Parents struggle to assess whether a pediatric dentist is trustworthy, reputable, and experienced with children, especially anxious or first-time patients, based on online information alone
3. Choosing a pediatric dentist is an emotionally charged decision, with parents experiencing high levels of anxiety and uncertainty before committing to an appointment
SOLUTION
To address parents’ concerns and build trust, we designed Tiny Teeth’s website to emphasize the clinic’s child-focused, personalized care while clearly communicating their expertise. We highlighted dentist credentials and experience to establish credibility, and provided straightforward, easy-to-find resources on insurance, services, and what to expect during visits. By giving parents the information and reassurance they needed, the website not only eased booking anxiety but also differentiated Tiny Teeth from competitors, positioning the clinic as a trustworthy, kid-friendly choice for families.
DIVE DEEPER INTO THE DESIGN PROCESS BELOW
View the live website here: https://www.tinyteeth.ca/
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.
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
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 anxious 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 colors, and kid-friendly characters to create a warm, welcoming website. Since clinic photos were not yet available, we leaned heavily on illustrated imagery and advised the founders to add real photos of the space once the clinic was fully operational.
User Flow
I grouped parent pain points from our research into four categories: About the Dentists, Services Offered, Information for Parents, and Contact. These categories directly informed the website’s menu structure and guided the homepage content hierarchy, ensuring the most critical information for parents was placed first.
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Low-Fidelity Sketches
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Mid-Fidelity Wireframes
CHALLENGES
We encountered a few challenges and setbacks along the way
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STAKEHOLDER PUSHBACK
Early stakeholder feedback pushed for an overly simplified website that removed important content parents rely on to build trust, such as procedure explanations and educational resources. We had to figure out a way to balance simplicity witbhout compromising information parents wanted.
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VISUAL ASSETS
With the clinic not yet open, there were no in-clinic photos or real patient imagery available. This made it challenging to communicate credibility and a welcoming environment purely through design and illustrations.
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TIGHT TIMELINE
The project ran on a tight 6-week timeline, with only two weeks allocated for design. Design, user testing, and development all happened in parallel. While I worked on high-fidelity designs, other team members developed the user testing plan and engineering began implementation. This required tight communication and flexibility to adapt designs based on insights as they emerged.
Design Concept Explorations
After simplifying the design and substituting in-clinic image placeholders with alternative visuals, we presented three concepts. Concept 1, my proposed direction, was selected, with key layout ideas from Concepts 2 and 3 merged into the final design.
CONCEPT 1
CONCEPT 2
CONCEPT 3
High-Fidelity Design
HOMEPAGE
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PROTOTYPE
The prototype was created to test with parents, with the goal of identifying usability issues, evaluating the effectiveness of the new interface, and validating the design goals around trust, clarity, and ease of navigation.
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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