TRUST

Dental Instrument Shopping Application Branding

TruAbutment Inc.

role

Lead(Sole) Designer

deliverables

UX/UI Design
Brand Identity
Brand Guidelines
Motion Interaction

date

Aug - Oct 2019
3 months

Overview

TRUST is a newly-launched application which offers users to purchase and design dental instruments. I developed a new brand identity, motion graphics, mobile app UXUI as a lead(sole) designer. The new application improved online shopping experience by reducing time and steps to buy an item by around 70%. Also, the distinctive brand identity including word-mark and symbol could work at all scales, with flexible but consistent framework, enabling seamless integration across all print and digital communication.

Problem

The current shopping experience requires too many steps.

The current shopping experience to buy dental instruments(implants, abutments, etc.) through the website of TruAbutment Inc. required customers to go through too many steps.

Objective

How might I simplify and invent new user experience?

The project goal is to improve the current shopping experience and show the product's competitiveness, 3D technology, intuitively to successfully introduce a new application. Also considering that the TRUST is mainly centered on the web and app, I planned to design a symbol to be precisely suitable for an icon.

Research

Desk Research &
Competitors Analysis

Online Survey

Informal Interviews

Persona

Steve (38)
Dentist
CA, Orange County

Goal

My goal is to offer patients to have high-quality and cost-efficient dental surgery.

Needs

I wish I could order various dental instruments in one place at once more easily.

Pain-point

I am too busy to spend much time learning the latest products, and want to get updated news for me.

Insight

Our users need to have a simplified and customized experience to purchase and design dental instruments which will help their surgery.

1. home

Simplified steps

By showcasing the images first on the first landing page, the users can go through, search and find what they need more easily. At the same time, I simplified the steps to add an item to the cart by 70%, from 11 steps to 3 steps.

2. for you

Personalized experience

I created a new tab named 'For You' and added a feature to recommend items based on their purchase history. This feature will help users to get informed about the latest products more easily. Ultimately, the TRUST can provide more personalized and customized experience.

3. search

Intuitive experience

By creating a search bar at the top of the home page, users can search what they need more intuitively with less steps. The TRUST will make users' experience much easier and more intuitive.

Brand Identity System

I wanted to emphasize the biggest brand competitiveness through its identity. After communication with R&D and sales department team members, I found out that the product's feature to design customized dental instruments in three dimensional would be the most important brand's representative strength. To feature this technology, I created an wordmark of TRUST on XYZ axis and designed a symbol by merging these five letters in a three dimensional way.

Results

user interface

Improved the user experience by reducing the purchase steps by 70% and made it to be more intuitive and personalized.

TRUST

Our users need to have a simplified and customized experience to purchase and design dental instruments which will help their surgery.

Brand Identity System

Improved the user experience by reducing the purchase steps by 70% and made it to be more intuitive and personalized.

Created the brand identity that could represent the brand's value and work well both throughout physical and digital touch-points.