Tone
Calm and plain. No stock smiles.
Concept project
Smile Clinic
A clear, calm website for a dental clinic that people can book from in under a minute.
Concept project, not client work. The brand is fictional and the goals below are targets we designed to, not results.
Brief
A fictional dental clinic has a dated site that does not answer the questions patients ask. It needs to build trust and take bookings.
Approach
Put the answers where patients look: treatments, prices where possible, opening hours and how to book. Write in plain language, not medical jargon. Make every page end with one action: book a visit.
Concept project
Design goals
Book from the home page in two steps. Treatment pages that answer price and duration. Readable at larger text sizes. Structured data for opening hours and location.
DECISIONS
Structure
One page per treatment, each with its own booking link.
Accessibility
Large tap targets and high contrast, because patients are of every age.
