Delmain, Website Design & Development

Delmain has spent the last decade building meaningful relationships with small businesses, including contractors, lawyers, and healthcare providers. However, for their website, their goal was to shift gears and focus solely on serving dental practice owners. To achieve this, we redesigned the website to showcase their expertise in dental digital marketing. This project allowed me to exercise my analytical skills, experiment with illustration, and collaborate with a larger creative team.

My Role
Senior Designer

Team
Paul Cole, Project Manager
Shauna Simons, Lead Content Writer
Brance Pearson, Lead Designer
Evan Corpuz, Brand Designer

Live site ↗

Early Sketches

Initially, we planned to only upgrade the branding during the redesign. However, after brainstorming, we realized that this alone wouldn't convey Delmain's message of appealing to more dental practice owners. To better reach to this audience, we concluded that a full web redesign was necessary. You can view this transition in my notebook sketches, which move from branding ideas to web design layouts.

User Persona

Years of feedback from practice owners had given us a clear picture of our target user. One of the insights we learned was that there’s a growing number of women in the field, so we decided to include women in more of the website's photography. While we had this persona in mind, our goal was to create a modern website that would resonate with a diverse audience who visited it, regardless of gender.

Logo Re-Design

We collaborated with designer Evan Corpuz to refresh the branding. The letter "D" in the wordmark was designed to resemble a smile, giving a nod to the dental industry.

Flexible Style Guide

We valued having a range of colors and font variations in the website's design, as they provided us with greater design flexibility. To differentiate Delmain from other healthcare marketing companies, we intentionally selected a color palette consisting of greens, blues, and pinks. These colors, combined with the new typefaces Grenette and Altform, create a sense of warmth and dependability.

Predictive Eye Tracking

Figuring out the appropriate length of content was an ongoing challenge. We aimed to avoid sounding vague in our service offerings, but bombarding people with too many words is also counterproductive. To overcome this issue, we utilized predictive eye-tracking tools to guide our design decisions. These tests could pinpoint areas of the design that appeared cluttered, indicating whether we needed to trim down the copy or rework certain layouts.

Before & After

Witnessing the transformation of this website was very rewarding, and I was grateful to have contributed a large role on the design. The website now matches the spirit of the team; thoughtful, energetic, and dedicated. Since pivoting to this new design, Delmain has achieved their goal by attracting only dental partners.
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“Since launching the site, we haven't had a lead from the website from anyone who is not a dentist. This saves us time and effort sorting through leads who aren't good fits for Delmain.”

— Paul Cole, Director of Operations