My Invisalign Consumer App
My Invisalign Consumer App
Design lead @ Align Tech Inc.
Design lead @ Align Tech Inc.
Aug 2022
Aug 2022
Invisalign, produced by Align Technology, offers clear aligners and has been used to treat over 15 million patients globally.
I led the redesign of this app, owning every aspect of the product design - from defining problems to conceptualizing solutions, prototyping and conducting research.
My Invisalign app is available WW in iOS and Android app stores.
Invisalign, produced by Align Technology, offers clear aligners and has been used to treat over 15 million patients globally.
I led the redesign of this app, owning every aspect of the product design - from defining problems to conceptualizing solutions, prototyping and conducting research.
My Invisalign app is available WW in iOS and Android app stores.
THE CHALLENGE
My Invisalign consumer app lacked clear hierarchy and focus. Most importantly, the use of colors, patterns and stock images made the app look like an advertisement. And to make the matter worse, app violated several usability principles and wasn't accessible.
Our challenge was to rebuild the application by focusing on the user needs with scalable information architecture, cohesive visual language and accessibility.
BACKGROUND RESEARCH
BACKGROUND RESEARCH
BACKGROUND RESEARCH
To uncover the user's needs, I meticulously analyzed user interviews, developed a comprehensive journey map, and conducted a heuristic evaluation of the app.
I categorized user needs into two journey stages: Consumers (pre-patient) who were exploring treatment options and Patients who had already started their treatment journey.
To uncover the user's needs, I meticulously analyzed user interviews, developed a comprehensive journey map, and conducted a heuristic evaluation of the app.
I categorized user needs into two journey stages: Consumers (pre-patient) who were exploring treatment options and Patients who had already started their treatment journey.
Key findings
Key findings
Will it work for me?
Users wanted assurance that the treatment would be effective for their specific case.
How long will it take?
Users desired clarity on the treatment duration to effectively plan and manage expectations.
How much will it cost?
Cost of treatment and insurance coverage were key factors for most consumers.
How is it different?
Users wanted to know how Invisalign is different from its competitors and braces.
THE VISION
THE VISION
THE VISION
Our vision was to craft a seamless, user-centric experience to empower users to embark on their transformative smile journey. And, be their companion throughout the treatment process.
Our vision was to craft a seamless, user-centric experience to empower users to embark on their transformative smile journey. And, be their companion throughout the treatment process.
THE APPROACH
THE APPROACH
THE APPROACH
To achieve a successful solution that met both business and user goal, we focused on four key approaches.
To achieve a successful solution that met both business and user goal, we focused on four key approaches.
Prioritize what matters
We meticulously identified and prioritized key features, ensuring immediate value to our users while keeping the door open for ongoing enhancements.
Insight-Driven Decision
To drive design decisions, I proactively sought opportunities to conduct thorough qualitative and quantitative studies.
Continuous feedback loop
To foster the cross functional alignment and set clear expectations, I collaborated closely with marketing, engineering and executives establishing a continuous feedback loop.
Highlight the process
I seized every opportunity to showcase the User-Centered Design (UCD) process, emphasizing its pivotal role in shaping our decisions.
THE SOLUTION
THE SOLUTION
THE SOLUTION
Discover your new smile and share it with friends and family.
Discover your new smile and share it with friends and family.
Discover your new smile and share it with friends and family.
Easily discover all the tools to plan your treatment.
Easily discover all the tools to plan your treatment.
Easily discover all the tools to plan your treatment.
Quickly find the Invisalign doctor near you.
Quickly find the Invisalign doctor near you.
Quickly find the Invisalign doctor near you.
Get treatment cost and duration directly from the doctor.
Get treatment cost and duration directly from the doctor.
Get treatment cost and duration directly from the doctor.
See how much your insurance covers in few minutes.
See how much your insurance covers in few minutes.
See how much your insurance covers in few minutes.
Apply for financing right from the app.
Apply for financing right from the app.
Apply for financing right from the app.
Learn about Invisalign and discover all it has to offer.
Learn about Invisalign and discover all it has to offer.
Learn about Invisalign and discover all it has to offer.
Manage your account and get help with ease.
Manage your account and get help with ease.
Manage your account and get help with ease.
THE CREATIVE PROCESS
THE CREATIVE PROCESS
THE CREATIVE PROCESS
I led the entire creative process from problem definition, conceptualization and delivery, fostering collaboration with key stakeholders and ensuring consensus at each stage of development. Furthermore, I conducted several retrospective to continue to refine our process for effective collaboration.
I led the entire creative process from problem definition, conceptualization and delivery, fostering collaboration with key stakeholders and ensuring consensus at each stage of development. Furthermore, I conducted several retrospective to continue to refine our process for effective collaboration.
Information architecture
Information architecture
Invisalign application consisted of 3 journey stages: Pre-patient (consumers), Patient, and Post-patient. Our objective was to develop a framework that enabled users to effortlessly locate features and services to accomplish their goals with ease. Furthermore, we wanted to ensure that the architecture seamlessly adapted to different journey stages.
To accomplish this, I conducted card sorting studies with 100+ users for all the existing and new features that was in future roadmap. And used the insights to define the foundation of the app.
Invisalign application consisted of 3 journey stages: Pre-patient (consumers), Patient, and Post-patient. Our objective was to develop a framework that enabled users to effortlessly locate features and services to accomplish their goals with ease. Furthermore, we wanted to ensure that the architecture seamlessly adapted to different journey stages.
To accomplish this, I conducted card sorting studies with 100+ users for all the existing and new features that was in future roadmap. And used the insights to define the foundation of the app.
Visual direction
Visual direction
We wanted to ensure that the app designs were inviting and familiar for users across their My Invisalign journey. And, that it met align brand values. I engaged heavily with executives, and marketing team sharing my process and explorations to gain consensus and alignment.
My process:
Review design trends from sources like Dribbble, Figma Community, Mobbin, Muzli, Instagram, and Pinterest.
Conduct a direct and indirect competitive analysis
Recommend few options and share the decision making process.
We wanted to ensure that the app designs were inviting and familiar for users across their My Invisalign journey. And, that it met align brand values. I engaged heavily with executives, and marketing team sharing my process and explorations to gain consensus and alignment.
My process:
Review design trends from sources like Dribbble, Figma Community, Mobbin, Muzli, Instagram, and Pinterest.
Conduct a direct and indirect competitive analysis
Recommend few options and share the decision making process.
The user reactions
The user reactions
We also conducted moderated usability studies with 6 users to evaluate our solution.
We also conducted moderated usability studies with 6 users to evaluate our solution.
Key findings
Key findings:
App structure, arrangement, and design were apparent and straightforward for all users.
Users greatly appreciated the plan your treatment segment.
Although most users were intrigued by smile simulation feature they questioned the accuracy of it.
The majority of users found the app to be appealing.
Most users would rely on organic searches and 3rd party reviews instead of downloading the app.
App structure, arrangement, and design were apparent and straightforward for all users.
Users greatly appreciated the plan your treatment segment.
Although most users were intrigued by smile simulation feature they questioned the accuracy of it.
The majority of users found the app to be appealing.
Most users would rely on organic searches and 3rd party reviews instead of downloading the app.
From the outset, it was evident that the majority of users primarily depended on third-party evaluations, recommendations, and organic search results to research and discover Invisalign. As Invisalign's success is closely tied to its marketing efforts, the aim was to boost app installations, sign-ups, and conversions through this medium. We emphasized the importance of continuous improvement of personalized features that focuses on treatment cost and estimates for the product's success.
From the outset, it was evident that the majority of users primarily depended on third-party evaluations, recommendations, and organic search results to research and discover Invisalign. As Invisalign's success is closely tied to its marketing efforts, the aim was to boost app installations, sign-ups, and conversions through this medium.
We emphasized the importance of continuous improvement of personalized features that focuses on treatment cost and estimates for the product's success.
Engineering handoff
Engineering handoff
Engineering handoff
I worked closely with the engineering team, helping them onboard to Figma and delivering all assets such as user flows, mockups, interaction notes, and animations within Figma. To ensure design efficacy, I actively participated in every demos, assessing the implementations and generating tickets for the engineers.
Finally, I conducted multiple retrospective meetings to further enhance our collaboration and workflow, cultivating solid bonds, respect, and trust.
I worked closely with the engineering team, helping them onboard to Figma and delivering all assets such as user flows, mockups, interaction notes, and animations within Figma. To ensure design efficacy, I actively participated in every demos, assessing the implementations and generating tickets for the engineers.
Finally, I conducted multiple retrospective meetings to further enhance our collaboration and workflow, cultivating solid bonds, respect, and trust.
Design system
Align’s design system was quite limited for mobile designs. Therefore, I created and delivered assets as molecules/lego pieces to continue to expand our component library.
Align’s design system was quite limited for mobile designs. Therefore, I created and delivered assets as molecules/lego pieces to continue to expand our component library.
2 weeks design sprint
2 wks design sprint
2 wks design sprint
I set clear expectations with all stakeholders and defined the scope of the project. Then, used Jira to effectively manage and deliver assets to engineering biweekly.
I set clear expectations with all stakeholders and defined the scope of the project. Then, used Jira to effectively manage and deliver assets to engineering biweekly.
Assuming the role of product manager. The designated PM for this project departed in the middle of the project. I filled this space and ensured our progress remained unhindered by crafting user stories in collaboration with engineering and confirming that both design and engineering sprint goals were met. I also maintained a consistent communication with stakeholders, gathering feedback and setting clear project expectations.
Assuming the role of product manager. The designated PM for this project departed in the middle of the project. I filled this space and ensured our progress remained unhindered by crafting user stories in collaboration with engineering and confirming that both design and engineering sprint goals were met. I also maintained a consistent communication with stakeholders, gathering feedback and setting clear project expectations.
Results & Impact
Results & Impact
Results & Impact
52
%
Leads generation
20
%
Registration
27
+
Regional release
52
%
Leads generation
20
%
Registration
27
+
Regional releases
The redesign of the Invisalign app had a remarkable impact. Increase in user engagement, leads generation and consumer registrations underscored the success of the redesign. As a result, product marketing team prioritized rollout of the app in 27 additional regions.
The redesign of the Invisalign app had a remarkable impact. Increase in user engagement, leads generation and consumer registrations underscored the success of the redesign. As a result, product marketing team prioritized rollout of the app in 27 additional regions.
Thanks for reading!
THE CHALLENGE
THE CHALLENGE
My Invisalign consumer app was untouched for several years. App lacked clear hierarchy and focus. Most importantly, the use of colors, patterns and stock images made the app look like an advertisement. And to make the matter worse, app violated several usability principles and wasn't accessible.
Our challenge was to rebuild the application by focusing on the user needs with scalable information architecture, cohesive visual language and accessibility.
My Invisalign consumer app was untouched for several years. App lacked clear hierarchy and focus. Most importantly, the use of colors, patterns and stock images made the app look like an advertisement. And to make the matter worse, app violated several usability principles and wasn't accessible.
Our challenge was to rebuild the application by focusing on the user needs with scalable information architecture, cohesive visual language and accessibility.
Thanks for reading!
Thanks for reading!