Tootsee

Give people the confidence and freedom to smile and to show a better self.

Tootsee is a startup that aims to make clear aligner treatment accessible for all. 100% online service means the products come at an all-in, much lower price than regular orthodontists or other clear aligner therapies.

As a new business Tootsee wanted to create awareness of the new brand by getting online visibility and generate qualified leads as soon as possible. In the second phase launch a complete webshop and online treatment service. The target audience consist of self-conscious, fashionable females between 25 and 45 years of age.

Online visibility and generate qualified leads. The initial idea was to build a temporary one page website where user could leave their details. But we managed to deliver more…

Only 2 months after the project started, the webshop was launched and customers could order the first product; the Home Impression kit. By answering a few questions and leaving their email address, users could find out if they are eligible for the Tootsee smile improvement. At the same time a social media campaign was launched. This gave Tootsee the opportunity to promote the product via social media adds and promotions. 

In the second phase the goal was:
– Convert more leads into customers
– Improve customer satisfaction through improving and expanding online services
– Reduce costs by streamlining and automating workflows and tasks
– Optimizing the workflow automation
– Boosting the mobile presence

The Tootsee treatment has become a complete digital experience. Via their Tootsee account customers can view their 3D scan and treatment plan, order their aligners and get 24/7 support. Every two weeks the customers can upload images for the online check-up. In the backend all the customer details are available for the dentist to monitor the progress of the treatment. The webshop was expanded with all the products supporting the treatment.

To convert more visitors into customers, the eligibility check (30 seconds test) was adjusted. After filling in their details, customers immediately get the result and can order the home impression kit to start their Tootsee journey. Also, the option to make an appointment for a 3D scan was added.

By adding Trustpilot and the thuiswinkel waarborg label, the product became more trustworthy to customers, which resulted in more sales.

With the increasing number of customers, the need for workflow automation became higher. The emails to the clients about their check-up have been automated and the dentist also receives notifications when the customer has uploaded all necessary details for the check-up.

As the UX/UI designer & head of digital channels in this phase I primarily worked on the user flow, UX and UI design, selecting the development party and managing the development process

Solution Concepts
In a workshop with stakeholders we created concepts based on users’ feelings, thoughts, and actions and determined the scope for MVP.

UX/UI design
Created responsive and detailed designs for the development team.

Visual design
Create content for the website, marketing emails and social media channels.

Journey Map
With all the stages of the ordering process and the treatment, journey mapping was essential to provide all parties with a clear picture of what touchpoints there where, which functionalities where crucial and which variations were possible.

Creating user stories
In Jira adding the functional description and acceptance criteria for the development team. Preparing functional documentation in confluence with detailed functional descriptions and copy

Design check
Checked the implemented design and tested the functionalities in the test, acceptance and production environment.

Project management
The project team was small, there was no project manager present. My previous experience as a project manager led me to take on this role. This included planning, selecting the development party and coordinating the development of the webshop.