Ashley Schwark
dds
brand & web design
overview
Dr. Ashley Schwark-Ulrich is a local Seattle-area dentist who caters to patients with anxiety and strives to provide thorough and comfortable care to all their patients. Dr. Schwark wanted to redesign the office website and focus on ease of use for all patients. She also wanted to modernize the site and reach a younger patient demographic.
role
Brand & Web Design
Timeline
5 weeks
Problem/Challenge
Ashley Schwark DDS's website wasn't effectively serving patients or reflecting the practice's values. Impersonal stock photography, an outdated color scheme, and broken navigation created a frustrating user experience. With non-functional appointment booking and difficult-to-find information, the site failed to connect with families and young adults seeking comfortable, education-focused dental care. The redesign aimed to modernize the aesthetic, streamline navigation, and create an accessible, welcoming digital experience that truly represents Dr. Schwark's patient-centered approach to dentistry.
Tools
Figma, Framer, Adobe Illustrator, Adobe Photoshop,
Impact
~ STAY TUNED ~
This project just went live! I will add updates soon.
Empathize-Define-Ideate-Prototype-Test
Empathize
My first step with this project was to hear from real users to understand their pain points and what they liked about the current site. I utilized Google Forms to gather feedback from a variety of users.
Colton:
A 26-year-old who recently moved to Seattle from Georgia and has been looking for a new dentist for his annual check-up. He noted that there were no pictures of the office, and would rather continue looking for an office to visit than have to call to make an appointment. He also noted that the colors made him feel uneasy, and most of the pages contained educational materials that the dentist should be sharing in person.​
​
Nicole:
A 50-year-old who has been seeing this dentist for 3 years. She mentioned the website is hard to navigate, and she has heard from other patients that they have the same experience. She also notes that the font is not easy to read, especially against the outdated taupe background.
​
Makayla:
A 31-year-old mom who is visiting the office for the first time. She found Dr. Schwark’s office through Google, and it was the closest office to their home. She notes that the information on what insurance the office accepts, and what services they offer were difficult to find, and she ended up having to call the office.
Define
After hearing from users and learning more about stakeholder goals, I was able to compile a list of key features needed by all parties.
​
-
Authentic photography featuring Dr. Schwark, the office space, and real patient interactions to create a personal, welcoming first impression
-
Modern, comfortable color palette that feels fresh and calming rather than clinical or outdated
-
Streamlined navigation with clear menu structure, properly organized pages, and functional links throughout the site
-
Easy online appointment booking with a prominent, working scheduling system that doesn't require phone calls
-
Accessible design with readable fonts, appropriate contrast, and intuitive layout for patients of all ages
-
Prominent service and insurance information that's easy to find without needing to contact the office
-
Educational content section (such as a blog) that emphasizes the practice's commitment to patient education and comfort-focused care
-
Virtual office tour or video introduction to showcase the welcoming environment and Dr. Schwark's personality
ideate
Persona: The Monroe Family
Background:
James (30M), Avery (27F) and Ellis (5F) just moved to Bothell, WA. The Young family of three is adjusting to life in a new city - balancing work, parenting, and exploring their new community. James works remotely as a software engineer for a tech company. He is analytical, detail-oriented, and values efficiency in services. Having a flexible schedule, he is responsible for much of the family's research into services like healthcare. Avery is a schoolteacher at a local school. She's creative, community-minded, and values recommendations from friends and neighbors. She often manages the household schedule, especially for her daughter's healthcare and activities. Ellis is a curious and energetic child who just started kindergarten. She’s never had a dental procedure beyond regular check-ups and is mildly anxious about new experiences, especially medical appointments.
technology use:
-
James: Regularly uses comparison websites and apps to make decisions, prioritizes online appointment scheduling, and prefers clinics with good online communication (email or text reminders).
-
Avery: Active on social media, especially in local community groups. She’s also likely to engage with businesses on Instagram or Facebook, checking for family-friendly content.
-
Ellis: Loves interactive websites, bright visuals, and anything fun that can make the dentist seem less scary.
pain points:
-
Trust in a new city: Having just moved to Bothell, James and Avery don’t have a large network to get trusted recommendations for healthcare providers, including a dentist.
-
Balancing schedules: With James working from home and Avery teaching, they need a dentist with flexible scheduling options for both weekday and weekend appointments.
-
Finding a dentist for all ages: They’re looking for a family dentist who can address the needs of both parents and children, saving them from visiting separate providers.
Goals
-
The family is seeking a long-term dental provider that can cater to both adults and children. They want a dentist who is friendly, patient, and good with kids, especially to help Ellis overcome any dental anxieties.
-
As new residents in Bothell, the Monroe family wants a dental clinic that is conveniently located, with flexible hours that accommodate both James’s work schedule and Ellis’s school activities.
-
Avery wants the dentist’s office to be welcoming to children, offering a calm, fun atmosphere to make Ellis comfortable during visits.
Behavior
-
James: Will research extensively online, reading reviews, checking clinic websites, and comparing services. He values clear information on pricing, insurance acceptance, and appointment availability.
-
Avery: More likely to ask for recommendations in local online groups (such as Facebook or Nextdoor) and values personal testimonials. She’ll be focused on finding a dentist that aligns with family-friendly values.
-
Ellis: Likely to be nervous about her first dental experience in a new city, so she’ll need a dentist who is patient and makes her feel at ease.
Persona: Cameron Steele
Background:
Cameron (24M) is a busy computer science student, balancing coursework, part-time work, and his personal life. He recently moved to Bothell for school and has been exploring the local area. Cameron hasn’t seen a dentist in over a year due to his school schedule and moving to a new city. He’s now looking for a local dental office that offers a wide range of services, including basic cleanings, check-ups, and more specialized treatments if needed.
technology use:
-
Primarily uses his phone and laptop for online research. He’ll read reviews on Google and Yelp, check websites for service details, and is likely to appreciate any student discounts or special offers.
Goals
-
Cameron wants to establish a relationship with a dental office in Bothell that’s close to both campus and his apartment.
-
He’s curious about the full range of services the office provides, including preventive care, fillings, and cosmetic procedures like teeth whitening.
-
As a student with a busy and fluctuating schedule, he needs a dentist with flexible hours, including evenings or weekends.
pain points:
-
Lack of dental care knowledge: Cameron isn’t sure what kind of dental care he might need beyond routine check-ups and cleanings. He wants clear information on additional services like fillings, crowns, or cosmetic dentistry.
-
Budget-conscious: As a student, Cameron doesn’t have much disposable income. He’s concerned about the cost of dental services and wants to know what his insurance covers and if the office offers payment plans for more expensive treatments.
-
Time constraints: Between classes, studying, and part-time work, Cameron finds it difficult to fit appointments into his schedule, so convenient hours are a must.
Behavior
-
Research online: Cameron will browse dental office websites, looking for information on services offered, pricing, and patient reviews. He prefers online appointment scheduling and values a straightforward website that answers his questions upfront.
-
Value-driven: He’s looking for good value for his money, including knowing what services are available, pricing, and any special offers for students.
-
Tech-savvy: Being a computer science student, Cameron is comfortable with technology and prefers digital communication. He’s likely to appreciate features like email or text reminders for appointments.
Persona: Taylor Reed and Morgan Hayes
Background:
Taylor (78M) and Morgan (75F) have lived in Bothell for over 40 years and have been loyal patients at the same dental practice for many years. However, with Morgan now using a wheelchair, they are facing new accessibility challenges when visiting healthcare providers. They hope to continue seeing their trusted dentist but need assurance that the office is equipped with adequate accessibility features such as ramps, wide doorways, and easy-to-navigate spaces. Additionally, they rely on accessible public transportation, which requires a parking lot or drop-off zone for convenient access to the office.
technology use:
-
Taylor: Uses a computer and smartphone but is not confident with complex websites or apps. He prefers websites with simple navigation and large, clear buttons. Taylor typically searches for photos and information on the homepage or in a dedicated accessibility section.
-
Morgan: Relies on Taylor for most online research and occasionally calls dental offices directly if they can’t find the information they need online.
Goals
-
Morgan and Taylor need to ensure that the dental office is fully wheelchair accessible, with ramps, wide doorways, and accessible restrooms and exam rooms.
-
They want to see pictures of the office layout and accessibility features on the practice’s website without struggling to navigate through the site. They appreciate a simple, user-friendly design that makes important information quick to locate.
-
As they use accessible public transportation, they need to confirm that the office has a parking lot or drop-off zone for their transportation service.
pain points:
-
Difficulty finding online information: Many websites make it hard for Taylor and Morgan to locate the details they need. They often struggle with overly complicated navigation and poorly organized information.
-
Uncertainty about accessibility: The couple often finds that dental office websites lack sufficient information about accessibility features. They need clear descriptions and photos of ramps, wide doorways, and other accommodations, but have found that many practices don’t provide these details prominently.
-
Challenges with transportation: They rely on accessible public transportation, which requires convenient parking or drop-off zones close to the office entrance. They want to avoid offices where transportation logistics are difficult to manage.
Behavior
-
Taylor handles most of the research but gets frustrated with websites that are hard to navigate. He prefers a straightforward website with large buttons, easily readable text, and key information readily accessible on the homepage or in obvious sections.
-
Taylor and Morgan want to see pictures of the office on the website, specifically focusing on accessibility features like ramps and wide hallways.
-
While Taylor uses a computer and smartphone for basic tasks like checking websites, neither he nor Morgan is very skilled with technology. Websites that are cluttered or confusing frustrate them, and they are less likely to spend time searching for hidden information.
Prototype
Before wireframing, I organized a Sitemap and Information Architecture.
For this project, I utilized Figma Make to streamline my wireframing process. I learned quickly that when utilizing AI tools in the design process, it is best to have a curated and optimized prompt. I found it best to work through my thoughts in Claude AI and prompt Figma Make to make multiple variants.
Home
Contact
Services
About Us
Once wireframes were completed and approved, I started to work on Dr. Schwark's branding. I did some competitive research, and found that most dental offices in the area have a blue and gray color scheme, and a dual-toned tooth logo. I was inspired to differentiate Dr. Schwark's brand by utilizing outdoor-elements found in the office. Dr. Schwark has multiple murals of nature scenes and is excited to be surrounded by a grove of evergreen trees. I utilized photos of the office to create a brown and green color palette, a moodboard, and searched for typography and elements that elevated the brand's message.
When the branding and wireframes were completed and approved, I started designing the high fidelity wireframes in Figma.
Currently, I am waiting for approval on high-fidelity wireframes and am starting to export my designed pages into Framer. Check back in a few weeks!