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DentMe

Redesigning a subscription dental clinic's website to explain the model and convert visitors.

UX/UI audit, new design concept, interactive prototype and a React, Next.js and Payload CMS build for DentMe in Sweden.

The redesigned DentMe website on a laptop resting on green 3D shapes, showing the fixed monthly price of 149 kr and the headline 'Tandvård till fast pris'.
Industry
Healthcare, dental care
Market
Sweden
Platform
Responsive website
Team
7 specialists

01 Executive summary

DentMe's dental care model was new. Its website had to explain it clearly and turn interest into memberships.

Client and market

DentMe is a Swedish dental clinic that offers dental care by subscription: members pay a fixed monthly fee for treatment, including preventive care.

Challenge

The existing site, built by another vendor, was not meeting conversion goals. Visitors did not clearly understand the offer, and the clinic needed a fix under tight deadlines.

Product

A responsive marketing and membership website built on React and Next.js, managed in Payload CMS, and connected to DentMe's existing backend and booking engine.

What Digital Growth Labs delivered

  • A UX/UI audit that documented the gaps hurting conversions
  • A new design concept and a high-fidelity interactive prototype
  • A responsive website on React, Next.js and Payload CMS, integrated with the existing backend
  • Tracking, analytics and SEO: Google Tag Manager, Hotjar, Facebook and TikTok pixels

7

Specialists on the team

4

Issue areas found in the audit

1,000+

Applications the clinic had received before the relaunch

4

Tracking and analytics tools integrated

Attribution. Digital Growth Labs delivered the DentMe website redesign as white-label delivery partner to SolveIt, where this project is also published.

02 The challenge

Visitors didn't clearly understand the subscription, so the website wasn't converting.

DentMe removes the financial and administrative barriers of dental care with one fixed monthly fee. But the website it already had, delivered by a previous vendor, was falling short of its business goals, especially on conversions.

Prospective members

Need to understand what a monthly subscription covers, and trust a new model, before joining.

DentMe's marketing team

Needed better tracking to optimise ad campaigns, retarget visitors and understand behaviour.

DentMe's leadership

Needed a site that met stakeholder expectations and could support the story told to investors.

What the UX/UI audit found

The audit was led by a chief design officer and a business analyst. The existing design lacked consistency and energy.

  • Mismatched colour tones
  • Contrast issues
  • Accessibility non-compliance
  • Unclear sales-funnel UX

The issues were documented in detail, which helped DentMe see the need for a full redesign.

The previous DentMe website on a laptop: a pink-toned hero with the headline 'Tandvård – utan dyra överraskningar' and small, low-contrast calls to action.
The website before the redesign. The offer and the path to membership were not clear enough to convert visitors.

Core problem

A genuinely new way to pay for dental care was being presented in a way that didn't make its value obvious, at the moment the clinic most needed sign-ups.

03 Our approach

Audit, then design, prototype and build, with conversion as the measure at every step.

Each step tied back to one question: does a visitor understand the subscription and know how to join?

  1. 01

    UX/UI audit

    Reviewed the existing platform and documented inconsistent colours, contrast and accessibility problems, and an unclear sales funnel.

    What it solvedGave DentMe clear evidence for investing in a full redesign.

  2. 02

    Design concept

    Proposed a new visual direction and user journey aligned with the subscription model, working from original references within DentMe's existing brand identity.

    What it solvedA look that breaks from the typical clinic, without breaking the brand.

  3. 03

    Structure and messaging

    Made the home page the centre of the site: selling the product, explaining the subscription, and building trust through clear copy and social proof.

    What it solvedVisitors meet the value of the offer first.

  4. 04

    Interactive prototype

    Built a high-fidelity prototype to visualise the user flow, then tested and iterated the journey before development.

    What it solvedUX decisions validated before code was written.

  5. 05

    Build and integrations

    Developed a responsive site on React and Next.js with Payload CMS, connected to the existing backend for payments and accounts, and to the booking engine.

    What it solvedA fast, scalable site that works with DentMe's existing systems.

  6. 06

    QA, tracking and SEO

    Ran full testing of the backend and booking integrations; added Facebook and TikTok pixels, Google Tag Manager and Hotjar; optimised for SEO from launch.

    What it solvedA reliable launch that could be measured and improved.

03 Design process

The brief: no white coats, no sterile visuals, no pay-per-visit feel.

DentMe wanted to break away from the traditional dental clinic image. Three constraints shaped how the redesign got there.

No template to follow

There was no benchmark for a modern subscription dental service, so the team gathered original references to build a fresh concept.

An established brand

The design had to stay within DentMe's visual language, already used in print and other brand assets.

Tight deadlines

The clinic was already open with over 1,000 applications, so design and development had to move fast.

The previous DentMe home page on a laptop, with a pale pink hero and a small call to action.
Before. The previous site.
The redesigned DentMe home page on a laptop, with the price '149:-/mån', the headline 'Friska fina tänder åt alla' and a green 'Bli medlem' button.
After. The redesigned home page leads with the fixed monthly price and a clear call to become a member.
The cover of DentMe's brand manual, with the words 'Brand manual' in a serif typeface beside a portrait of a smiling woman.

Working inside the brand

Staying within DentMe's established visual language limited creative freedom, but kept the website consistent with the brand across print, the clinic and online.

04 The product

One site that sells the membership and gives the team the tools to improve it.

Visitor

Becoming a member

  1. Land on the home page

    Fixed monthly price and call to join up front

  2. See what's included

    Treatments covered by the subscription

  3. Build trust

    Clinics, team, member reviews and FAQ

  4. Become a member

    Join, book and pay through existing systems

The new Next.js front end connects to DentMe's existing backend and booking engine for bookings, payment processing and account management

DentMe team

Running the site

  1. Edit content

    Pages managed in Payload CMS

  2. Run campaigns

    Facebook and TikTok pixels for retargeting

  3. Measure

    Google Tag Manager, Hotjar heatmaps, scroll maps, recordings

  4. Optimise

    Journey insights inform ongoing changes

The membership section of the redesigned DentMe home page: '149:-/mån', the headline 'Tandvård utan krångel – Bli medlem på 1 minut', a 'Bli medlem' button and three steps: Snabb registrering, Vi bokar din tid and Ingen bindningstid.
The membership section of the redesigned home page. It presents joining as quick, lists what happens next (fast registration, appointment booking handled for the member, no lock-in period), and repeats the fixed monthly price.

04 Key screens

The home page tells the whole story, section by section.

Home page hero with the price '149:-/mån', the line 'Friska fina tänder åt alla', a 'Bli medlem' button and a portrait of a woman.
Hero: the monthly price and the promise of healthy teeth for everyone, with a direct route to membership.
'Det här ingår' section listing the annual check-up, fillings, root fillings and tooth extraction beside a photo of a smiling older man.
What's included: the check-ups and treatments covered by the subscription, listed with details for each.
'Tandvård på abonnemang – hur funkar det?' section explaining the subscription in plain language beside brand photography.
How it works: subscription dental care explained in plain language, beside brand photography.
'Våra kliniker' section with photos of DentMe's green, modern clinic interior.
Clinics: DentMe's physical locations, connecting the website to the in-clinic experience.
'Recensioner från våra medlemmar' section with a '400+' experiences card and a member review with a five-star rating.
Member reviews: social proof placed on the home page to build trust in a new model.
'Vanliga frågor' section with a list of expandable membership questions beside a portrait.
FAQ: common questions about membership answered before a visitor has to ask.

Frames from SolveIt's published screen recording of the redesigned home page.

04 Mobile experience

Fully responsive, with the same clarity on a phone.

Phone showing the DentMe mobile hero with a smiling woman, the price '149:-/mån' and the line 'Tandvård till fast pris – vad ingår i det?'
Mobile hero: the fixed price and the question every visitor has, what does it include?
Phone showing the 'Så funkar det' page with a photo of the clinic interior and the monthly price.
How it works on mobile: a simple explanation paired with the clinic's interior and the monthly price.
Phone showing the 'Fakta & Råd' section with topic tags such as Mun & Munvård, Behandlingar and Ortodonti.
Facts and advice section on mobile, with content grouped under topic tags.
The redesigned DentMe pages shown on a laptop with a larger page layout floating behind it.
The same pages across laptop and tablet. The build had to be pixel-perfect on every device.

05 Engineering

A modern front end on top of the systems DentMe already ran.

Experience

Responsive website

Desktop

Full home page and membership journey

Tablet

Same content, adapted layout

Mobile

Pixel-perfect responsive build

Front end and content

Next.js front end

Pages, components, motion and tracking

ReactTypeScriptFramer MotionSwiperclsx

Payload CMS

Content management for the site

Existing systems and services

DentMe backend

Accounts and payment processing

Booking engine

Existing booking software

Adyen

Payment processing

Tracking

GTM, Hotjar, Facebook and TikTok pixels

Delivery and monitoring

Docker

DevOps and infrastructure

Sentry

Monitoring and error tracking

React, Next.js and a CMS

The site was built on React and connected to a CMS for a scalable, fast and secure platform the team can update.

Integrated, then fully tested

Full testing confirmed the new site worked with the existing backend system and the booking software engine.

Measurable from launch

Pixels, tag management, heatmaps and SEO were in place from the start, so optimisation could begin immediately.

05 Stack and decisions

A focused stack, and decisions made to protect the conversion goal.

Front end
React, Next.js, TypeScript
CMS
Payload CMS
Styling and motion
Framer Motion, clsx
UI components
Swiper
Payments
Adyen
Monitoring
Sentry
DevOps
Docker
Analytics
Google Tag Manager, Hotjar
Marketing pixels
Facebook, TikTok
Integrations
Existing backend, booking engine
  1. 01

    Start with an audit

    Documenting the existing site's problems gave the redesign a clear brief and showed DentMe why a full redesign was worth it.

  2. 02

    Prototype before building

    Testing and iterating the user journey in an interactive prototype meant development started from a validated flow.

  3. 03

    Make the home page the sales page

    The home page carries the product story: the value of the subscription, what's included, and proof from real members.

  4. 04

    Keep the existing backend and booking engine

    The new site connects to DentMe's existing systems for payments, accounts and bookings, with full integration testing.

  5. 05

    Instrument everything from day one

    Pixels, Google Tag Manager, Hotjar and SEO shipped with the site, not as a later project.

The redesigned 'Så funkar det' page on desktop, showing '149:-/mån' over a photo of the clinic's green interior, framed by green circles.
The redesigned 'How it works' page on desktop.

06 Key capabilities

Six capabilities behind the redesign.

Structure and messaging

A home page built to sell a subscription

Clear copy and text blocks, emotional triggers and social proof explain the monthly model, what it includes and why to trust it.

ValueVisitors understand the offer before they are asked to join.

A green scrolling band on the home page listing treatments and benefits such as Rotfyllningar, Rengöring & Polering, 149 kr/mån and Fast pris.
Animation

Motion that invites exploration

Smooth transitions, hover effects and scroll microinteractions, built with Framer Motion, were a client requirement for a modern, engaging feel.

ValueA site that feels as fresh as the clinic's concept.

Phone showing the DentMe mobile site with a portrait and a '149:-/mån' price tag, set against glossy green 3D shapes.
Marketing

Social media pixels

Facebook and TikTok pixels help the marketing team optimise ad campaigns, retarget visitors and track behaviour more precisely.

ValueBetter retargeting and campaign analytics.

Analytics

Heatmaps and recordings

Google Tag Manager and Hotjar collect heatmaps, scroll maps and session recordings to map the customer journey.

ValueEvidence for ongoing optimisation.

Integration

Payments and accounts

The site connects to DentMe's existing backend for payment processing and account management.

ValueMembers join and pay without a new system.

Growth

SEO from the start

The new website was SEO-optimised from launch to improve visibility and attract organic traffic.

ValueAcquisition beyond paid campaigns.

07 Results and impact

After launch, DentMe reported more bookings and better engagement.

Results below are client-reported, from the review by DentMe's Head of IT published on SolveIt's case study. No figures have been published.

Conversions

Noticeably improved after launch

More users completing bookings and engaging with key calls to action.

Bounce rate

Decreased

Client-reported.

Sessions

Session duration increased

Client-reported.

Mobile

Usability scores improved

Reported as improved across the board.

On schedule

Delivered despite tight deadlines

Full UX/UI redesign, development, testing and integrations, as published by SolveIt.

Growth

Support for next funding rounds

SolveIt reports the site met current needs and strengthened DentMe's position for investment.

Online and offline, one experience

SolveIt describes the redesigned site as bridging the digital journey and the clinic visit, so moving from browsing to booking feels like part of the same experience.

DentMe's clinic interior in soft green, with sculptural armchairs, a curved sofa and a patterned green arch, labelled 'Clinic's interior'.
DentMe's clinic interior, the physical experience the website reflects.

07 Delivery

A seven-person team delivered the redesign under tight deadlines.

Timeline

The source confirms the work was delivered on schedule under strict timelines.

Services

  • Website redesign
  • Web development
  • QA

Deliverables

  • Documented UX/UI audit
  • New design concept and user journey
  • High-fidelity interactive prototype
  • Responsive React and Next.js website with Payload CMS
  • Backend, booking, tracking, analytics and SEO integrations
  • Support for DentMe's investor communications

Team

7specialists

  • Audit lead Chief design officer
  • Audit lead Business analyst

The audit leads named in the source.

Client review

“We saw a noticeable improvement in conversion rates after launch”

Carl Tennberg, Head of IT at DentMe. Review published on SolveIt's case study.

08 Why it worked

Five decisions turned a new business model into a website that converts.

  1. 01

    Evidence came before design

    A structured audit identified exactly what was hurting conversions, from contrast and accessibility to an unclear sales funnel.

  2. 02

    The home page was built to sell

    It became the centre of the site, explaining the subscription, what it includes and why to trust it, with social proof throughout.

  3. 03

    The journey was validated early

    An interactive prototype let the team test and iterate the flow before development under tight deadlines.

  4. 04

    New front end, existing systems

    React, Next.js and Payload CMS connect to DentMe's backend and booking engine, with full integration testing.

  5. 05

    Measurement shipped with the site

    Pixels, Google Tag Manager, Hotjar and SEO gave DentMe the data to keep improving after launch.

The goal was never just a new look. DentMe needed a website that made an unfamiliar model easy to understand and easy to join. An evidence-based audit, a tested journey and built-in measurement were the foundation for that.

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The DentMe website redesign was delivered by Digital Growth Labs as white-label delivery partner to SolveIt, where the project is also published. Project facts in this document come from SolveIt's published case study.