Straight Set Orthodontics

01. Overview

Straight Set Orthodontics approached our team with a clear goal: build a modern, high-performance website that stayed true to their established brand while supporting a growing network of locations. The project required balancing consistency and flexibility by delivering a unified brand experience while allowing individual practices to maintain subtle location-specific identity. Beyond visual refinement, the site needed custom graphics, scalable content, and a streamlined booking experience designed to convert prospective patients efficiently. As both Project Manager and UX/UI Designer, my role was to align business goals, brand standards, and user needs into a cohesive digital platform.

02. Problem

Straight Set Orthodontics previously operated multiple independent websites across different domains, each tied to a physical location. This fragmented approach created challenges around maintenance, performance tracking, and brand consistency. From a user perspective, experiences varied between locations, while internally it was difficult to manage updates or measure booking performance. The client also lacked visibility into booking drop-off and completion metrics. A unified system was needed to centralize locations, preserve brand integrity, and introduce a consistent, on-brand booking flow with actionable insights.

03. Design Process

The project began with a structured onboarding process and kickoff call with ZVN DEV to establish a clear understanding of Straight Set Orthodontics' brand, goals, and technical needs. I then conducted a comprehensive audit of existing websites and competitors to identify usability gaps and opportunities for improvement. Using these insights, I created low-fidelity wireframes to define information architecture, user flows, and booking interactions, refining the experience through early feedback.

After UX approval, I moved into high-fidelity designs, incorporating custom graphics, brand-aligned typography, imagery, and polished copy. With most users accessing the site on mobile devices, the experience was designed mobile-first, with close attention to navigation, performance, and touch interactions. Following approval, I led the handoff to the ZVN DEV development team and remained involved through implementation, overseeing quality assurance to ensure design and functional alignment.

04. Solution & Results

The final solution consolidated all Straight Set Orthodontics locations into a single, scalable platform that is easier to manage and maintain. Built with a performance-focused Next.js framework, the site delivers faster load times, improved SEO, and a smoother experience across devices. A custom booking flow integrated with Google Ads now tracks booking starts, completions, and campaign performance. This enables clear reporting across locations and supports data-driven marketing decisions. As a result, the booking portal consistently generates over $100,000 per month online patient bookings, driving measurable growth across the organization.