Project
Responsive Website
Rios Dental
Crafting a responsive web presence for a trusted Ontario dental provider expanding its heritage to Guadalajara
Rios Dental, a trusted provider with over two decades of heritage in Ontario, faced a critical challenge during its expansion to Guadalajara: translating its legacy of patient care into a digital-first market. We engineered a responsive, bilingual ecosystem designed to bridge the trust gap for new patients. By integrating geo-sensitive content, transparent service details, and anxiety-reducing educational resources, we transformed their digital presence from a static touchpoint into a scalable engine for patient acquisition and retention across two countries.
Despite 20+ years of clinical excellence, Rios Dental lacked a functional digital infrastructure, creating significant barriers to growth in a new international market.
Trust Deficit in New Markets: Without a verifiable digital footprint, new patients in Guadalajara could not validate the clinic's credentials, creating a barrier to entry in a competitive health market.
Operational Bottlenecks: Reliance on phone-only booking systems overwhelmed front-desk staff, leading to missed appointments and high operational costs during peak hours.
Fragmented Brand Consistency: The lack of a centralized platform meant the brand’s value proposition was lost between its established Ontario base and its new Mexican location.
Tools
Figma
Adove Creative Suite
My Role
Product Designer - Photographer
Project Type
Desktop and Mobile
Timeline
3 months
[Persona 1 - US based]
Miguel
Construction Foreman
Miguel is a 52-year-old construction foreman in Ontario who values long-term relationships and clear communication. As a primary provider for his family, he needs a healthcare partner that respects his budget and speaks his language—literally and culturally.
Age: 52
Location: Ontario, California
Tech Proficiency: Moderate
Gender: Male
[Goals]
Access dental care information in his native language to fully understand treatments and insurance coverage without ambiguity.
Find a reliable provider for his children and grandchildren that offers fair pricing and transparent billing.
Minimize time away from work through efficient scheduling and clear pre-visit instructions.
[Frustrations]
Struggling with confusing English-only insurance terms that create anxiety about potential hidden costs.
Past experiences with clinics that "upcharge" or judge based on background, leading to defensiveness.
Overly complex booking systems that don't offer simple, direct confirmation methods.
[Persona 2 - Mexico based]
Sofía
Digital Marketing Specialist
Sofía is a 28-year-old digital marketing specialist in Guadalajara who equates visual quality with service quality. She treats healthcare like any other premium service: she researches, compares, and expects a frictionless, tech-enabled experience before she even steps into the clinic.
Age: 28
Location: Guadalajara, MX
Tech Proficiency: High
Gender: Female
[Goals]
Verify the clinic’s quality through high-resolution photos of facilities, social proof, and modern branding before booking.
Manage appointments and inquiries digitally to fit her busy lifestyle, avoiding phone calls whenever possible.
Ensure the clinic uses modern technology and hygiene standards, reflected in their digital presentation.
[Frustrations]
Skepticism towards clinics with outdated or low-quality websites, associating them with outdated medical equipment.
Frustration with "call for price" models; she demands transparency to evaluate value upfront.
Any friction in the booking process (e.g., waiting on hold) leads to immediate abandonment and looking for competitors.
[Process]
[Outcome]
By automating the appointment request flow, we significantly reduced phone dependency, allowing front-desk staff to focus on high-value in-clinic patient care.
Established a robust digital presence that serves as a 24/7 lead generation engine, successfully attracting new patients in the competitive Guadalajara market.
Increased user conversion rates by providing high-fidelity visual proof and accurate clinical information, dismantling the "uncertainty barrier" for first-time visitors.
[Final Design]
[Photo Shoot]
To eliminate the "generic feel" of stock photography and establish genuine clinical authority, I directed and produced a custom photoshoot for Rios Dental. Every visual was strategically composed to align with the new brand values and website aesthetic, ensuring a cohesive patient experience from the first click to the physical visit.
