End-to-end UI design for a dental tourism marketplace — built to convert a skeptical audience into confident first-time patients.
The Brief
DentalyGo connects UK patients with accredited dental clinics in Turkey, offering savings of up to 70% on treatments like dental implants, veneers, and full-mouth restorations. The brief was to design a full website — desktop and mobile — that built genuine trust with a skeptical audience and made the path from curiosity to a free quote as frictionless as possible.
The Challenge
Dental tourism carries real hesitation. Patients are considering major procedures abroad, often for the first time. The design needed to do a lot of emotional work: acknowledge the fear, answer the unspoken questions, present credentials without feeling corporate, and make the comparison/quoting process feel approachable rather than medical.
My Process
I started by mapping the emotional journey of a prospective patient — from the first Google search through to submitting their details. This revealed four drop-off points where existing competitor sites lost trust: information overload above the fold, vague clinic credentials, opaque pricing, and a quote form that felt like handing over data to a call centre.
From there I designed around reassurance. Every section earns the next scroll. Social proof (Trustpilot, ISO certification, patient stories) sits alongside the primary CTA. The “How It Works” 5-step flow reduces uncertainty about the process. The treatment pages lead with empathy before details.
Key Design Decisions
- Lead generation form above the fold — but softened with friendly microcopy and a clear value exchange (3 free quotes, no commitment)
- Destination content as a trust signal — the “Why Turkey?” section with a map proactively handles the most common objection
- Treatment package transparency — showing exactly what’s included removes the fear of hidden costs
- Mobile-first throughout — the majority of enquiries come via mobile; every interaction was designed touch-first and adapted up to desktop
- Consistent warmth in tone — copy and UI work together; even error states and empty fields use encouraging language
Desktop
Mobile