Project Brief

Riverstone Dental

Web design case study of a Belfast based private dental clinic

The private dental sector in the UK is rapidly evolving, with patients seeking modern, user-friendly solutions to book, manage, and pay for treatments. The challenge was to build a website for Riverstone Dental Clinic that simplifies access to premium dental services, highlights the clinic's expertise, and provides seamless appointment booking. Riverstone operates in the private dental industry, offering cosmetic and general dentistry services, including teeth whitening, implants, and orthodontic treatments. The practice emphasizes a luxury, patient-first experience enhanced by a strong digital presence.

User Personas

Key Findings

Parents prioritize transparency in pricing and flexibility in payments for treatments like braces.

Time efficiency and ease of booking are essential for busy professionals.

Trust-building elements, such as testimonials and clinic expertise, significantly impact decision-making.

Clear communication about care plans and follow-ups encourages long-term relationships.

Individuals seeking general care prioritize convenience and ease of appointment booking.

What Is A User Persona?

A user persona is a fictional profile representing a target user, based on research and real data.

Why Is A User Persona Needed?

They help designers make informed decisions by understanding user motivations, behaviours, and preferences throughout the design process.

Sophie Harris

About

HR Manager

Female

Married

Belfast

£85k

Personality

Caring

Organised

Research-Driven

Budget-Conscious

Scenario

Emma’s 14-year-old son has been advised to get braces for corrective dental alignment. She is searching for a

Technical Skills

Online Booking

85%

Analysing Reviews

90%

Budget management:

80%

Solution

Treatment information: Clear information on braces options, processes, and treatment timelines

Payment flexibility: Installment plans and upfront cost breakdowns

Parent-focused content: Testimonials from parents and answers to common questions

Seamless appointment booking: Simple scheduling for consultations online

David Patel

About

Financial Advisor

Male

Single

Lisburn

£60k

Personality

Health Conscious

Time Efficient

Data-Driven

Slight Fear of Dentist

Scenario

Thomas has a moderate fear of the dentists, but needs to book a general dental checkup after noticing increased sensitivity in one of his teeth. He values clinics with user-friendly online systems, secure payment options, and clear communication about follow-up care.

Technical Skills

Navigating websites

90%

Organisation

40%

Knowledge of Dentistry

55%

Solution

Streamlined checkup booking: Minimal-step scheduling process

Automated reminders: SMS/email prompts for upcoming appointments

Preventive care content: Highlighting the importance of routine checkups

Secure payment system: Easy and safe payment process

Private Dental

Industry Data

The UK cosmetic dentistry market is projected to reach £4.2 billion by 2030, with an expected compound annual growth rate of 11.5% from 2023 to 2030. (Grand View Research)
In September 2024, the NHS dental activity delivery rate varied significantly across England, from 61.6% in the South West to 94.7% in London. (Commons Library)
The UK invisible orthodontics market generated a revenue of £272.5 million in 2023 and is expected to reach £1.57 billion by 2030, growing at a compound annual growth rate of 28.4% from 2024 to 2030. (Grand View Research)

Sitemaps

Structuring The Website

A sitemap visually maps out a website's pages and sections, ensuring logical navigation and streamlined user journeys once the site goes live.

Click the image below to view the full sitemap.