With a focus on rebuilding trust, I worked on design of a simple and approachable dental auction platform where users can easily bid for dental procedures, making quality dental care more affordable and accessible.
Client:
Mojo GmbH
My Role:
UI/UX Designer
Year:
2023
Service Provided:
UI/UX Design
WHAT IS DENTAL AUCTION PLATFORM
Dental problems often start small but become more expensive and complex with time — a minor cavity can grow into a costly crown, and untreated gum issues can lead to advanced periodontal disease. For many, the challenge is affordability, not awareness.
Our client´s dental auction platform addresses this by allowing patients to describe their dental needs and receive competitive bids from verified dentists, ensuring quality care at a lower price.
Patients can compare credentials, reviews, and costs, empowering them to make informed decisions and seek timely treatment, preventing small issues from escalating while saving money and building trust in the process.
THE CHALLENGE
REBUILDING TRUST AND VALUE IN AFFORDABLE DENTAL CARE
Old design of the platform.
Our goal for this project was to redefine how people access affordable dental services. The original concept was straightforward: patients submit their dental treatment documents from their primary dentist, they start an auction and dentists bid to provide quality care at competitive prices. But while the idea was compelling, the platform’s outdated design, lack of intuitiveness and confusion around the auction concept undermined trust and made it harder to connect with a modern audience.
Our high level goals were to:
Instill confidence in users by creating a trustworthy, professional platform.
2. Make the process of finding quality, affordable care simple and intuitive.
3. Empower users to make informed decisions about their dental health.
MY ROLE
I collaborated with two other designers on preparation and conducting user interviews, UX research, ideation, wireframing, prototyping, usability testing and A/B testing.
While wireframing, I specifically focused on User Profiles, Auction Pages, Price Comparison and User stories.
KICKOFF
PICKING UP THE PIECES
When we started the project the idea of dental auction was very unclear to us. Who bids for who? Why would dentists bid for patients?
The fact that the dentists were bidding for patients in Germany sounded very unnatural to us and our users. We started with thoural stakeholder interview to understand how the product functions as much as possible.
When this was clear to us we conducted the user interviews.
THE CHALLENGE
TRUST WAS THE MISSING LINK
Part of the user interviews was to test the existing website with 6 participants who were not familiar with the concept but could be our potential future users.
As we dove into user feedback, a clear story emerged: trust was the missing link. Users doubted whether quality dental care could come at such steep discounts, with the large discount signs doing more harm than good.
Many didn’t understand that it was an auction system where dentists bid for clients, not the other way around. Even the value for dentists themselves wasn’t clear, leaving users questioning the platform’s legitimacy.
Finally, the website’s design told the wrong story. Overwhelming text, a dated layout, and a lack of professionalism made it feel untrustworthy — more like a scam site than a reliable service for dental care.
REDESIGN
INTRODUCING DENTAL SAVINGS CALCULATOR
We incorporated an average price calculator into the Hero section to give users more control over their decisions and to build trust through transparent information.
The title, “You Decide What You Pay,” reinforces this objective by emphasizing user autonomy and confidence.
STEP-BY-STEP PROCESS EXPLAINED
Users are guided through the process clearly represented with visual markers for each stage. This approach ensures users quickly grasp the service’s benefits and process without confusion.
TRUST IN QUALITY OF DENTISTS
Nothing builds trust like personal stories and experiences. The old version of the platform showed users’ past procedures in an Excel-like table. We’ve redesigned it to make it more personal and user-friendly.
Stories from other users to build trust
STYLETILE
We focused on building trust by simplifying information to make it less overwhelming, especially for older users. We prioritized inclusivity with clear layouts and accessible design.
NEW CONTENT
IMPROVING CLARITY OF INFORMATION
To enhance clarity, we identified pages needing new content, those requiring structural improvements, and others that only needed visual refinements, ensuring a balanced and user-friendly experience.
We redesigned Price Comparison where users can see how much certain dental procedures cost others in their area.
We incorporated Savings tips for users to understand why they can save a lot of money using the platform. Google ratings were also added to the platform to bring trust.
THE IMPACT
POSITIVE RESULTS AND MUCH MORE TO DO
The redesign of the Dental Auction Platform had a positive impact on the user experience. The design is much more clear, sleek and contemporary. It showed better intuitiveness and appeal throughout different generations of users.
However, further development is expected especially related to the rating system in order to help users make better choices.
A projected 30% rise in new user sign-ups
A 40% reduction in user confusion
A 25% increase in completed auctions
Enhanced accessibility for older users
