Bryant Dental
2024
Bryant Dental wanted to increase its market share by simplifying the process of purchasing custom loupes online. Traditionally, buying loupes required an in-person demo, which limited accessibility to customers outside of certain regions. To expand globally and provide a more seamless buying experience, the company sought to create an online build configurator that allowed users to fully customise and purchase loupes without the need for an in-person demo.
My task was to design and develop an intuitive build configurator that would allow customers to customize their loupes online. The goal was to create a user-friendly tool that enabled customers to select the specific features they needed and visualise their custom loupes in real time, leading to increased conversions and a more streamlined purchasing experience.
Action
Research & Wireframing
The project started with researching how customers interact with online customisation tools and understanding the key decisions they make when purchasing loupes. Based on this research, I wire framed a user journey that broke down the customisation process into simple, digestible steps—allowing users to select frame style, lens specifications, colours, and other features in an intuitive flow.
Prototyping:
After the wireframes were approved, a clickable prototype was created in Figma to test the user experience. The prototype focused on guiding users through the configuration process while giving real-time previews of their customised loupes. This phase involved rigorous testing to ensure users could easily navigate through the configurator and make informed decisions about their purchases.
Custom Development:
Instead of using a no-code platform, the configurator was built with custom development to ensure a fully responsive, scalable, and high-performing tool. The configurator integrated with the company’s e-commerce platform, allowing users to add their custom loupes directly to the cart and complete the purchase. Custom coding also allowed for real-time 3D visualisation of the loupes, giving customers a true sense of how their product would look.
Iteration:
After launch, I gathered user feedback and made iterative improvements to the configurator based on how users interacted with it. Small adjustments, such as refining the user interface and optimising the performance for mobile devices, enhanced the overall user experience and boosted conversions.
Result
The Build Configurator significantly expanded Bryant Dental’s reach, allowing the company to target customers globally, including in the USA and Europe. It removed the need for in-person demos, leading to a 25% increase in online sales within the first three months. The configurator also improved customer engagement, with many users actively customising and purchasing their loupes online. This tool became a key driver for market expansion and operational efficiency.
