Prep Doctors

Revamping the web experience for Canada's leading dental training institution.

Overview

Prep Doctors noticed a concerning issue. As Canada’s largest dental training institution, with ambitious expansion plans underway, their existing website proved insufficient to support the organization's evolving vision. To tackle this challenge, I worked on developing solutions to address the current issues and created a new design framework to enhance the user experience across all Prep Doctors websites and affiliated institutions.

Roles

UX Designer

UI Designer

Researcher

Web Developer

Tools

Figma

Photoshop

HTML

CSS

JavaScript

WordPress

Elementor

Due to an NDA, detailed processes cannot be shared. This case study highlights key approaches and outcomes.

Design Brief

Key Audience

1.

Internationally trained dentist seeking assistance with the Dental Equivalency process.

2.

Practicing dentists seeking advanced professional development opportunities.

Key Metrics

89%

of Internationally trained dentists choose Prep Doctors for their transition to Canada.

84%

Market share and the largest Canadian dental training institution.

80%

of practicing dentists choose Prep Doctors for their continuing education needs.

Problem

The organization's current web presence doesn't align with the evolving and varied visions of its stakeholders.

1

Missing Information

Prospective training doctors struggle to find key details, impacting advisory sessions.

2

Sales Flow Disruptions

Access to the Academic Advisory session, the main sales funnel, requires clearer definition.

3

Inconsistent Design

Regional websites lack design uniformity and consistent user experience.

Solution

Collaborating with key stakeholders to unify their evolving visions, enhance user experience, reinforce sales funnels, and ensure consistent branding for Prep Doctors' expanding vision.

1

Present Relevant Information Upfront

Providing key details upfront helps prospective training doctors and reduces repetitive advising.

2

User Flow that Supports Established Sales Funnel

The "Find Advisor" feature makes booking sessions simple across the site.

3

Repeatable Design Patterns

Recognizable design ensures consistent branding across all Prep Doctors websites and institutions.

Research

Analyzing Different Visions and Expectations to Form Tangible Solutions

Prep Doctors holds a unique position as a market leader, backed by a well-established reputation and trust. With a clearly defined target audience and solutions, the research emphasized addressing and aligning the concerns of key stakeholders to create a unified foundation and platform for future design expansion.

Objective

1.

Communicating with the Key Stakeholders

2.

Understanding Audience Perspective

3.

Understanding Competitions

4.

Defining Scope of Initial Deliverables

1.

Communicating with the Key Stakeholders

Operation

Identify new service opportunities and reinforce the existing sales funnel.

Content

Provide key information upfront to showcase program value, with flexibility for quick updates as needed.

Academic Advisors

Highlight program-specific and general advisory sessions with a new information structure that reduces repetition.

Marketing

Implement structured content management in WordPress CRM and use multimedia to boost engagement.

2.

Understanding Audience Perspective

Internationally trained dentists

Professionals restarting their careers in a new country, balancing the emotional and professional challenges. Focus on trust, confidence, and respect for their expertise.

Practicing dentists

Experienced Canadian dental professionals focusing on enhancing skills and advancing careers. Highlight the value of quality educational opportunities for their growth.

3.

Understanding Competitions

Competitor A

Strong content structure and hierarchy but lacks program-specific consultations for user conversion.

Competitor B

High-quality course videos are underutilized due to poor placement and confusing content structure.

Competitor C

Videos showcase the student journey well but overused, with key information buried in the checkout process.

4.

Defining Scope of Initial Deliverables

Content

1.

Focus on supporting the existing sales flow by creating a consistent funnel to find advisors.

2.

Updating the content structure to highlight key information for prospective training doctors.

Design

3.

Create a design that aligns with the standards of modern educational institutions.

4.

Create a reusable and standardized design template to support the organization's expansion efforts.

Design

Design That Supports Core Business Functions and Future Expansion

The baseline design aimed to align the web experience closely with modern educational institutions. Through discussions with stakeholders, the focus was refined to three areas: enhancing the sales flow, reformatting content structure, and creating an adaptable web experience for future regional and institutional expansion.

Sales

Enhancing the Sales Funnel with the 'Find Advisors' Feature

Streamlined access to advisors supports sales functions and ensures prospective training doctors can easily connect with advisors.

Content

Restructure Content to Aid Informed Decision Making

Revamped information hierarchy enhances consistency, simplifies navigation, and clearly presents course details.

Design

Transforming the Design into a Modern Educational Institution

Reflects trust and reputation while supporting expansion and Prep Doctors' evolving vision.

Experience

Maintaining Consistent Branding and User Experience

The branding was maintained to establish a unified identity across mediums and regions. With over 70% of users on mobile, providing a seamless experience across platforms was a key focus.

Results

Results

Streamlined Launch Across Three Regions With Localized Design

The new design retained a consistent brand identity across all regions. Developed in multiple phases, the Canadian website—being the most complex and content-rich—served as the foundation for the web revamp. Updates for other regions were created in close collaboration with regional teams, with functional and content localization tailored to their unique requirements and cultural norms. The rollout successfully met core requirements and received strong and positive feedback from stakeholders.