2025
Ultradent User Journey
Objective: Conduct interviews of our internal customer journey throughout stages from new accounts and existing accounts how we can best support them in each phase
Background: We want to understand the customer journey during different phases between new and existing customer. They will review and answer the questionnaire then perform tasks related to new features added to Ultradent such as new homepage, checkout, account, reorder pages.
Benefit: This allowed us to research our internal clinical dental professionals and understand how they learn about new products and how there experience changes with patients.
Team: (self) Lead UX designer + PM + manager
Results. Conducted interviews and presented findings of our internal customer journey throughout stages from new accounts and existing accounts how we can best support them in each phase
8
Interviews
4
Phases
12+
Opportunities
Audience: Internal
Process: Conduct user interview with 8 dental professionals and incorporate structured questions to understand the phases of the customer journey.
Tools: Figma, Teams, Copilot
1 Discover Phase
Customers prefer trusted sources like peers, CE courses, and forums for discovering new products.
Sales reps are effective when they provide relevant, personalized information.
Email and social media promotions are sometimes ignored due to information overload.
Conferences and trade shows are key venues for product discovery.
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2 Evaluate Phase
Scientific validation and peer recommendations are crucial for product evaluation.
Hands-on trials and samples help reduce hesitation and build confidence.
Dentists consider team buy-in and ease of adoption when evaluating new products.
Fear of change and inventory inertia can delay switching to new products.
This means that free shipping and package tracking are important to many users.
3 Purchase Phase
Ordering is often delegated to assistants, with dentists reviewing high-cost items.
Practices use digital carts and inventory systems to manage purchases.
Website usability and clear product information are highly valued.
Promotions like 'Buy 3, Get 1 Free' could be more effective than percentage discounts.
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4
4 Reorder Phase
Reordering is routine and driven by inventory tracking and usage patterns.
Digital tools and auto-replenishment programs enhance efficiency.
Practices prefer suppliers with reliable fulfillment and loyalty perks.
Adjustments are made based on product performance and changing needs.
Notable Insights
Trust in Reps is Key: Reps who build long-term relationships and understand the practice’s needs are more likely to influence purchasing decisions
Digital Over Paper: The shift from catalogs to online ordering has improved accuracy and efficiency, though some still reference paper catalogs for browsing
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Common Themes & Observations
Ordering Workflow & Delegation
Assistants as Primary Order Managers: Across all practices, dental assistants play a central role in managing inventory and placing orders. Dentists typically review and approve weekly orders.
Inventory Tracking Systems: Most offices use either a whiteboard system or digital carts to track low-stock items. Assistants often add items directly to carts as they notice shortages.
Delegation Based on Trust & Tenure: Dentists delegate ordering responsibilities based on the assistant’s experience and reliability.
Product Discovery & Evaluation
Word of Mouth & Peer Recommendations: Dentists consistently cited forums, study groups, and peer conversations as the most trusted sources for discovering new products.
Continuing Education (CE) Courses: CE events and conferences are influential in introducing new products and techniques.
Sales Reps & Lunch-and-Learns: While not always the primary source, reps who bring samples or host educational sessions can effectively influence product adoption with the entire office.
Promotions & Purchasing Behavior
Buy-More Incentives Over Percentage Discounts: Promotions like “Buy 3, Get 1 Free” could be more effective than flat percentage discounts. Dentists prefer tangible value and are cautious about over-ordering due to expiration risks.
Promotion Awareness: Promotions are typically discovered during the ordering process or via reps. Email promotions are sometimes ignored due to inbox overload.
Promotions Must Be Timely & Relevant: Dentists are more likely to act on promotions if they align with current needs and are clearly presented during ordering.
Decision-Making Dynamics
Doctors Lead Product Decisions: While assistants manage logistics, and previous product orders, for new products that is primarily led by the dentist especially high-cost or specialty items.
Ownership & Practice Size Influence Involvement: Solo practitioners/smaller practices are more hands-on, while larger practices delegate more.
Practice Media Availability: Consistently provide resources for practices to show offerings available on displays such as digital flyers, video offerings and downloadable content.
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