//Landing page design for Invisalign SmileSquad Doctors
Role: UX/Visual Designer. Collaborated with the Consumer Brand Manager, Product Manager and Development team.
Challenge: Building an effective structure.
The Invisalign SmileSquad is Invisalign's own influencer program: influencers sign up and receive free Invisalign treatment (clear aligners) under the careful eye of an orthodontist and then promote Invisalign to their audience.
There's a dedicated page for influencers who wish to sign up for the program under certain terms, but there was no page to inform doctors of details around the program and how it benefits them if they treat influencers.
Invisalign is a brand of clear aligners that function like braces, their purpose is to correct orthodontic problems. Yours truly was also an Invisalign patient with happy results.
I worked closely with the Consumer Brand Manager to create an attractive, doctor-centered, easy to digest informative page dedicated to informing doctors who want to be a part of the program. The page is only available/visible after a log in.
Steps
1 - Gathered business requirements
The business goal was to properly inform doctors regarding the program, the benefits and their responsibilities. Previously, the doctors were informed by representatives by email or telephone, but that meant that it was time and resource intensive (thus costly). A well designed informative web page would save time and lower the budget. Conversion was covered in another step, our focus was conveying persuading information.
It was important that the page was very clear, digestible, easy to navigate and understand and also attractive and in line with the main Invisalign SmileSquad page.
User research was conducted when launching the Invisalign SmileSquad page, so we knew our target market consisted of Orthodontists and GPs, 30-50yo, tech savvy, who wished to reach a wider audience through online channels and were well aware of the power of social media and influencers. They were no-nonsense people who had no time to spare on unnecessary details but who put importance on aesthetics. Our page had to answer any questions the doctors may have about the programme in an easily scannable digestible way. No fluff, no nonsense. We knew what their questions were, the challenge now was how to offer the answers.
2 - Ideation
According to our research, doctors were not clear on, well, the entire process of how they could work with influencers through Invisalign. They would land on the page after being linked to it by Invisalign representatives so they already had an idea of what the program is and that they are the key to this program. They simply needed (much) more information.
The structure of the page was crucial, so I worked with the research we had over out doctors and what was important to them and I created wireframes that I discussed with the Brand Manager to ensure that we covered all the information and it was digestible and scannable. We worked through a few iterations and then worked on a few polished prototypes to set the visual design.
The page is split in 5 sections you can choose to jump to when you land on the page; under each clearly defined section you can find quick links to the other sections and as you scroll, you can see on the left the number of the section are you are on "light up" - so you always know where you are. Every section is important and doctors should read them fully before signing up, so all the focus was on making the sections as easily accessible from anywhere - as well as easy to understand.
A user friendly table with roles and responsibilities as well as a FAQ section were the cherries on top.
3 - Tested the design with first time users
With the help of the Brand Manager, I gathered 6 doctors remotely to conduct quick usability tests and see whether or not our design was as clear as we thought it was - the users were only confused by some images I used and some copy that was not quite self explanatory, but when asked direct questions about the program (that they should have known from the page) they were mostly able to respond and we received positive feedback about the content and the light up sections. We were good to go forward after making a few tweaks.
4 - Prepared the design for development
I prepared the design for desktop, tablet and mobile as well as versions for another 5 languages and sent all the wireframes, documentation, interactions, design files and assets to an external agency's development team.
I spoke with Invisalign representatives working with doctors on this project and they reported that linking to the site saved them hours of their time they otherwise would have spent in calls or long winded emails explaining the intricacies of the program.
5 - Results
Since this is an informational page with no conversion goal, I looked at engagement, bounce rate, eye-tracking and recordings to see whether there are any frictions points or usability issues I did not catch in testing. Surveys about the page were also sent out to doctors who visited the page. We managed to spot some usability issues and correct them and make changes to the copy, particularly the order of the information.
Align Summits Identity
//Identity for a series of Align Summits EMEA
Role: Visual Designer. Collaborated with the Global Creative Director and the local Marketing Managers.
The Align Summits are a series of large scale summits that take place every year in UKI, DACH, France, Italy and Iberia - they are dedicated to Orthodontists to inform them of best practices and Invisalign innovations, among many more.
Previously, the summits did not have a particular identity and just used Align and Invisalign branding haphazardly. Each region had to have their separate identity that fit in with main Align brand, so I collaborated with the Global Creative Director to create custom logos and a coherent identity for all of the summits. Each region had their own logo (all the same style to keep comsistency) and an icon of one of their most important local landmarks.
I created templates for each summit for a variety of materials, including newsletters (design and code), flyers, agendas, badge designs, booklets, web & print banners etc.
In 2019, the Align Summits were a complete success, especially the Italian Summit, gathering thousands of Orthodontists to their workshops and shows.
