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.
Due to an NDA, detailed processes cannot be shared. This case study highlights key approaches and outcomes.
Design Brief
Key Audience
1.
Internationally trained dentists 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 a 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 Key Stakeholders
2.
Understanding Audience Perspectives
3.
Understanding Competitions
4.
Defining Scope of Initial Deliverables
1.
Communicating with 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 a WordPress CRM and use multimedia to boost engagement.
2.
Understanding Audience Perspectives
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 a confusing content structure.
Competitor C
Videos showcase the student journey well but are 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.
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.
Restructure Content to Aid Informed Decision Making
Revamped information hierarchy enhances consistency, simplifies navigation, and clearly presents course details.
Transforming the Design into a Modern Educational Institution
Reflects trust and reputation while supporting expansion and Prep Doctors' evolving vision.
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
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.
That’s a wrap!
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