SouSmile is a startup focused on democratizing access to clear aligners in Brazil, and its previous homepage no longer reflected the company’s significant growth over the past few years. The page also failed to showcase the qualities of the physical product in an engaging way—an essential part of the user’s purchasing process. In addition, SouSmile offers a price far below the standard cost of clear aligners, while providing premium quality similar or superior to that of its competitors. Some people needed “extra validation” to confirm that the product and treatment were truly premium, since the price was much more affordable.
Our goal was to understand users’ expectations and exceed them. To achieve this, we reviewed previous studies and experiments to refine the initial brief and conducted usability tests to gather feedback on the first design proposal. We validated the assumption that videos increased the perception of value, while the other components reduced anxiety about the product, helping users move forward with their purchase decision.
The Website Speaks Through Imagery
We found that videos increased the perceived value of the product, becoming a key moment of delight in the journey for all users..
Testimonials from Real People
SouSmile has thousands of online testimonials from people who were delighted with their experience. We selected and organized the reviews by topic as a way to answer users’ main questions, while also building trust in the authenticity of the treatment and the credibility of the brand. According to users, the design’s similarity to Google Reviews and the way the testimonials were written made them feel authentic and trustworthy.
Answering Questions in a Simple Way
SouSmile offers the best price on the market and is often more cost-effective than conventional metal braces. This component proved effective in communicating the benefits, mainly because it was based on the main questions and pain points reported by customers over time.
This component is currently responsible for a large number of interactions on the homepage, and during usability testing, users unanimously described it as something that positively influenced their purchase decision.
New Acquisition Flow
At a later stage, SouSmile proposed a Design Sprint to explore what an optimized version of the current acquisition flow could look like. Among the versions tested was a form divided into different steps, with the clinic locations displayed as the final output.
Together with the new homepage, this resulted in a 30% increase in conversion in an A/B test.
