Smile Direct Club
Industry
A.I
Costumer
Smile Direct Club
Service
Product Design
Date
December 2023
As SmileDirectClub rapidly expanded, the experience across digital and in-person touchpoints became inconsistent, impacting conversion and patient trust. I led user research, behavioral analysis, and stakeholder workshops to identify opportunities and prioritize improvements. The result was a more seamless customer journey, driving an 18% increase in conversion and a 25% reduction in support requests.
The treatment enrollment process was complex and suffered from significant drop-off at key stages. I led the end-to-end redesign using Figma, prototyping, and usability testing to simplify flows and improve the communication of clinical information. Following launch, the experience delivered a 22% increase in conversion and a 30% reduction in funnel abandonment.
As the product ecosystem grew, maintaining consistency and scaling design became increasingly challenging. I helped evolve the Design System by creating reusable components, documentation, and collaborative workflows between design and engineering. This initiative reduced interface delivery time by 40% while improving consistency across the platform.
