MY WORK /
SURESMILE
Overview
Company and mission
SureSmile is a digital orthodontic care brand under Dentsply Sirona that uses advanced 3D imaging and treatment planning software to provide technology-driven teeth-straightening solutions.
SureSmile's mission is focused on improving orthodontic treatment with innovative tools that improve predictability, comfort, and accessibility for both clinicians and patients.
My role
I led product, design, and engineering team members from discovery through deployment to replace and improve a variety of SureSmile's digital touchpoints—most notably the brand's website.
While the aim was to deliver impactful and delightful user experiences, I was also responsible for directing and coordinating parallel workstreams to satisfy complex legal and business requirements.
Impact
- Launched a new patient- and doctor-facing website in just 3 months, leading to a 6x increase in doctor leads
- Developed and launched the SureSmile "Case Library," enabling doctors to filter success stories by diagnosis and treatment type as well as interact with 3D case models
- Guided automation of the "Doctor Locator" data pipeline, previously fed by manual uploads
New website
A flawed web experience
SureSmile serves both dentists and patients, enabling providers to offer clear aligner treatment. However, the existing website failed to convert dentists into qualified leads and offered little value to patients. My mandate: deliver a high-impact redesign in just three months, while navigating complex legal, regulatory, and business constraints.
Although the visual design felt dated, the deeper issue was strategic. Content had accumulated without a cohesive framework, resulting in brand-heavy jargon, fragmented messaging, and unclear calls to action.
Back to basics
We returned to first principles: Who are the core audiences? What decisions are they trying to make? What information meaningfully moves them forward?
This clarity allowed us to rebuild the information architecture from the ground up, structuring the experience around the distinct journeys of dentists and patients. UX and content design sharpened page-level narratives into focused, persuasive flows—crafted within strict regulatory guardrails and an aggressive timeline. In parallel, I partnered closely with engineering to create scalable components and ensure efficient implementation.
Smiles all around
We launched ahead of schedule with great success:
- 6× increase in high-value dentist leads
- 70% increase in pages visited beyond the homepage
- 30% increase in visits to the Doctor Locator
- 10% reduction in bounce rate
