Smile - designing patient booking experience
Smile - designing patient booking experience
From drop-offs to seamless booking: driving a 4x increase in patient online bookings.
From drop-offs to seamless booking: driving a 4x increase in patient online bookings.
B2C
B2C
SaaS
SaaS
SaaS Enterprise
0 - 1
0 - 1
Health Tech
Health Tech
Background
Background
Background
Smile – Patient Portal is a responsive, mobile-first web application built for dental SMEs to streamline online patient booking. As the second Product Designer, I led the end-to-end design of this B2B2C platform; integrating with four major EHR/PMS systems. I established a scalable design system that improved patient intake and shaped the core product experience.
Smile – Patient Portal is a responsive, mobile-first web application built for dental SMEs to streamline online patient booking. As the second Product Designer, I led the end-to-end design of this B2B2C platform; integrating with four major EHR/PMS systems. I established a scalable design system that improved patient intake and shaped the core product experience.
My Role: Product Designer
My Role: Product Designer
Team: 1 Product Manager, 4 Engineers
Team: 1 Product Manager, 4 Engineers
Duration: 12 weeks
Year: Q3, 2025
Duration: 12 weeks
Year: Q3, 2025
Key Challenges
Key Challenges
Key Challenges
Optimizing the booking flow to increase patient conversion
Balancing HIPAA compliance with a frictionless user experience
Designing a scalable system that supports white-labeling and brand customization
Optimizing the booking flow to increase patient conversion
Balancing HIPAA compliance with a frictionless user experience
Designing a scalable system that supports white-labeling and brand customization
Outcomes
Outcomes
Outcomes
The application drove a 4x increase in patient online bookings, scaling the platform from 1 to 60 clinic locations. It also cut inbound front desk booking calls by 40% — reducing administrative load and freeing up staff time across every practice.
4x bookings
4x bookings
4x bookings
Increased patient bookings
Increased patient bookings
Increased patient bookings
40% less calls
40% less calls
40% less calls
Reduced front desk calls
Reduced front desk calls
Reduced front desk calls
60 locations
60 locations
60 locations
Accelerated expansion
Accelerated expansion
Accelerated expansion
