BCI Dental

BCI Dental

BCI Dental

RESEARCH, UX & VISUAL DESIGN

Collaborating with BCI Dental to revamp their website, enhance social media presence, and increase site traffic.

Agency

Freelance

Role

UX/UI Designer

Senior Product Designer

Timeframe

Six Weeks

Team

UX/UI Designer

UX/UI Designer

President

Problem

BCI Dental's online presence was outdated and did not accurately reflect the modern, clean, and professional nature of the business. Additionally, there was no strategy in place to drive new leads to the website, limiting potential growth and visibility.

Solution

Working closely with the president of BCI Dental, I developed a comprehensive plan to update the website, making it more modern and user-friendly. This included reviving the company’s Facebook page and creating targeted digital ads to increase brand visibility and drive more traffic to the site.

RESEARCH

User Interviews & Persona Creation

User Interviews & Persona Creation

I created several personas by conducting brief interviews with several past and current BCI Dental customers, as well as the president of BCI. These conversations provided valuable insights into the needs, goals, and frustrations of their target audience, allowing me to craft accurate personas that reflect the real-world experiences of dental professionals and partners involved in office construction.

Before - The dated, confusing previous version of the BCI website.

Key Insights

Key persona insights focused on showcasing expertise in dental office construction, client priorities of efficiency and transparency, and the importance of enhancing patient experience. The redesign emphasized the need for client collaboration values and future-proofing to meet client needs.

INFORMATION ARCHITECTURE

Simplifying Site Structure

Simplifying Site Structure

I simplified the BCI Dental website by streamlining its information architecture, focusing on key sections like "About Us," "Services," "Portfolio," and "Contact." This made navigation more intuitive and improved user experience by eliminating unnecessary complexity while clearly presenting BCI's core offerings.

DELIVERABLES

Social, Display & Web

Conducting interviews, creating detailed personas, and refining the site architecture allowed us to craft highly targeted social media campaigns, display ads, and make strategic website adjustments. These efforts ensured that the messaging and visuals resonated directly with BCI Dental's audience, addressing their specific needs and pain points. As a result, the targeted marketing efforts led to improved engagement, increased site traffic, and more qualified leads, demonstrating the value of aligning content and design with user research and insights.

Social Media

BCI wanted to increase Facebook activity beyond posting completed projects. I developed a strategy to include relevant content like articles, videos, and podcasts, alongside job posts. We also adopted a more conversational tone and increased posting frequency to boost engagement.

+302% Likes vs. start of campaign

+359% Website hits (via Facebook)

Display, Social & Search Ads

My goal was to reach potential BCI customers in untapped markets. I created Google Display, search, and Facebook ads to drive traffic to the updated website. This approach expanded BCI’s reach and introduced the brand to a whole new audience.

+284% Unique visits vs. Prev. Year

+212% Site visits vs. Prev. Year

Responsiveness & Animation

The primary focus of this project was revamping BCI's existing website by streamlining the content and transferring it into a custom CMS platform. I collaborated with BCI to update the portfolio, removing outdated projects while maintaining variety. For the visual design, BCI wanted to retain only the logo and colors, so I selected DIN 2014 for a modern, clean look and incorporated ample whitespace to keep attention on their work.

+41% Pageviews After Redesign

BCI DENTAL RETROSPECTIVE

The project modernized BCI’s website by streamlining content and creating a user-friendly site. We refreshed the portfolio, added a custom CMS, and ensured the design was guided by research insights to meet user needs and business goals. This approach increased engagement and opened new marketing opportunities for BCI.