My NYC Dentist

Role

Senior Integrated Designer (UI/UX Architecture, Web Design & Print/Digital Systems)

Deliverables

Responsive Website Redesign, Business Card Suite, Promotional Flyers, Social Media Campaign Assets

Software

Figma

Webflow

Adobe Photoshop

Adobe Illustrator

Adobe InDesign

HTML & CSS

01. Challenge

MyNYCDentist operates five premier locations across Manhattan and Long Island (Hudson Street, 23rd Street, 34th Street, 42nd Street, and Green Acres). The previous web presence was fragmented and difficult to navigate, making it hard for prospective patients to locate specific offices and book online appointments easily. I led the website overhaul, re-architected the platform to streamline user flows and built a cohesive visual system that bridged online patient booking with physical marketing materials.

02. UI/UX Architecture & Web Strategy

Unified Multi-Location Architecture

Consolidated 5-office pages to one unified selection page, allowing users to instantly select through the different NYC office locations. A main "contact" page was also made, with a location dropdown feature. Previously, the website had 5 separate office pages with slight differences in format, repeated services listings, and different linked corresponding contact pages.

Conversion-Focused Patient Booking

Integrated seamless third-party appointment widgets (Zocdoc) directly into landing pages, driving higher patient conversion and easier online bookings. This avoided schduling conflicts and emphasized the main CTA; "Book Online".

Dynamic "Promos Hub" & Campaign Management

Designed and deployed a dedicated, "Promos Hub" page designed for continuous content updates. Created a flexible visual template to rapidly publish, update, and swap time-sensitive marketing offers (seasonal specials and year-round offers).

Integrated FinTech & Payment Solutions

Integrated the Cherry payment plan widget, removing financial friction for high-ticket procedures by offering instant, flexible financing options.

New Designs:

Website homepage for a NYC family-owned dental group featuring a clean design with a header showing the title 'My NYC Dentist' and tagline 'NYC's Top Family-Owned Dental Group.' Sections highlight 5 convenient locations in NYC and Long Island, online booking button, patient testimonials with 5-star reviews, services provided, a map with location addresses, and an image of the dental office exterior with the sign '47 Dental.' Navigation links include Our Locations, Insurance Checker, Referral Program, and Contact Us.

Website layout for NYC Dentist displaying office locations with tabs for Hudson St, 23rd St, 34th St, 42nd St, and Green Acres; left side features Dr. Jenny Kim's photo and bio as the General Dentist; center shows interior photos of Hudson Street Dental in West SoHo, Manhattan, with a description of services; right side includes a banner titled 'Ready To Smile?' with a button to book appointments, a map indicating location points, and a list of addresses and contact info for the five convenience locations across NYC and Long Island.

Old Designs:

Website homepage for a dental service in New York City showing smiling people at night with city skyline, navigation menu with Home, About Us, Services, Locations, Insurance Checks, Contact Us, sections highlighting dental services, insurance plans, office locations, patient testimonials, and contact details on a white background.

Website homepage for 42nd Street Dental featuring a welcome banner with a person walking in a city street, sections about dental services with icons, an award-winning dental team with photos of four dentists, patient reviews, and information about patient forms.

Website screenshot showing a dental clinic's locations and services pages; the locations page lists four NYC dental offices with addresses and an interior photo, and the services page displays labeled images of dental treatments including cleanings, bridges, crowns, implants, dentures, fillings, Invisalign, teeth whitening, periodontics, endodontics, and oral surgery.

03. Brand System & Multi-Channel Collateral

Corporate Business Card Suite:

Developed print collateral incorporating the multi-office sub-brands (Hudson, 23rd, 34th, 42nd, Green Acres) using the new brand system, for both office partners and general offices.

Specialty Campaign Assets:

Created promotional social graphics, e-blasts, and print flyers targeting specific patient demographics (New Year's, Back To School, Bridal TMJ Relief, Mother's Day Whitening Specials, Wedding Party Cleanings).

Promotional graphic for My NYC Dentist offering a back to school promo with a $25 Amazon Gift Card until the end of September; includes an image of the gift card with a blue ribbon and lists five convenient dental locations: Hudson Street, 23rd Street, 34th Street, 42nd Street, and Green Acres; directs to book appointments at mynyc-dentist.com.

Advertisement for bridal TMJ relief by My NYC Dentist featuring a smiling bride in a white dress, promoting TMJ Botox treatment for brides and 10% off TMJ Botox for bridesmaids, with locations at Hudson Street Dental and 23rd Street Dental, and the website mynyc-dentist.com.

Mother's Day special deal from My NYC Dentist offering teeth whitening at 23rd Street Dental for $249 each, available for you and your mom, with a call to schedule today and website mynyc-dentist.com.

My NYC Dentist wedding bundles advertisement offering one visit for a camera-ready smile, saving $150, including one professional cleaning and one in-office whitening, available at Hudson Street Dental and 23rd Street Dental with a call to schedule at mynyc-dentist.com.

04. The Outcome

The new platform successfully unified five separate office locations under one modern identity. The streamlined UI/UX navigation and integrated booking flows significantly improved online appointment scheduling and gave the practice a scalable visual identity for ongoing digital and print marketing.