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Case study · Healthcare · Concept

Dental practice.

A specialist prosthodontics practice in Amsterdam, with one long page on a website builder. A concept with two clear entrances: one for patients, one for referring dentists.

Role
UX audit, UX/UI, concept
Type
Healthcare, services
Timeline
October 2026
Status
Concept
Concept homepage for Tandartspraktijk Hartman with the headline Plan first. Then treat.
2audiences, each with its own route through the site
1 → 7from one long page to seven focused pages
10priorities from the audit, from quick fix to new platform

The challenge

One page for two very different visitors.

Patients look for trust: who is the dentist, is the practice taking new patients, how do I book. Referring dentists want to know what they can refer and how. The current site gave neither a clear path, and referrals went to an email address with a typo.

Plan first. Then treat.

Audit

What went wrong on the current site.

  • Referrals to a wrong addressThe only instruction for referrers gave an email address with a missing letter.
  • First questions unansweredNo information about new patients, the team, treatments or costs.
  • Template leftoversTexts like "Name of reviewer" and "testimonial" were visible online.
  • Privacy not in orderAn English cookie banner over a large part of the screen and a form with no warning about medical data.
The practice's current homepage with an English cookie banner
Before: one long page, with an English cookie banner.
The current homepage on a phone
Before: on a phone the banner covers much of the screen.

Design decisions

Every choice has a reason.

  1. Two doors on the homepage

    Right after the opening you choose: I'm a patient or I'm a referrer.

    WhyTwo audiences with different questions. Each gets its own route straight away, instead of one long page for everyone.

  2. A dedicated place for referrers

    What can be referred, three steps and a checklist to make the referral complete.

    WhyA specialist practice runs on referrals. Comparable practices have no route for referrers at all.

  3. The method as a timeline

    "Plan first. Then treat." becomes a timeline that fills as you scroll.

    WhyIt shows the specialist's care and sets the practice apart from a general dentist.

  4. A brand from its own building

    The brick colour of the facade and the arch of the front door as a recurring motif, with real photos instead of stock.

    WhyRecognisable and its own. The photos were already in the old site's media library but never shown.

  5. No patient data in forms

    Appointments go through the practice's own agenda; the referral checklist sends nothing itself.

    WhyMedical data doesn't belong in a simple contact form.

The concept

Calm for patients, clarity for referrers.

A clickable concept with homepage, patients, referrers, first visit, a treatment page, research and about. Everything still to be confirmed is marked in yellow.

The referrers page with indications, steps and a checklist
Referrers: what's possible, in three steps, with a checklist.
The first visit page with booking steps and costs
First visit: what to expect and what it costs.
Treatment overview for patients
Patients: treatments as clear overviews.
The new homepage on a phone
Mobile: the two doors right away.

AI in my process

Careful, as healthcare should be.

AI helped audit the site and build the concept. I don't invent medical content: the dentist reviews it.

  1. Step 1

    Audit

    The live site checked, with evidence per finding and what's still assumed.

  2. Step 2

    Concept

    A clickable prototype with the real address and opening hours.

  3. Step 3

    Yellow = unconfirmed

    Everything not yet confirmed is marked, so nothing invented passes as fact.

  4. Step 4

    Logo

    Three directions for a logo that also works on a light background.

Photos, cases and the review need consent before this concept is used publicly. Medical copy is reviewed by the dentist.

Outcome

Where it stands.

  • An audit with ten priorities and platform advice
  • A clickable seven-page concept on desktop and phone
  • A dedicated route for referring dentists
  • A logo proposal based on the building's doorway arch

Before we build

I'd test the two routes with three patients and two referring dentists before the copy is final. And the booking flow depends on which agenda system the practice uses, so that's the first thing I'd ask.

Next project

Haul & Stash.

Contact

Your website back up to date too?
Let's talk.

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hallo@studiorttr.nl