2024–2026
EdgeEndo’s brand site was outdated, inconsistent, and difficult to navigate, with a poor responsive experience and unclear paths to products and commerce. The ongoing work focuses on creating a more cohesive digital experience that strengthens the brand, improves product discovery, and guides customers to the Shop. As Design Lead, I lead the ongoing evolution of EdgeEndo’s digital experience, working within their brand guidelines to create a more cohesive and scalable system. I lead design from concept through responsive development and QA, collaborating closely with developers and stakeholders throughout. I also lead design for supporting brand needs, including trade show graphics, social and advertising creative, swag, and other collateral.
Work Details
Creating consistency
With few established templates or patterns, the site lacked a cohesive visual language. We’re building a more consistent foundation across key pages and experiences.
Improving the customer journey
The site serves endodontists, dentists, practices, residents, and other dental professionals. We’re making information and products easier to discover while creating clearer pathways from education to the separate Shop experience.
Design Solution
Establishing a scalable system
We redesigned core experiences including the homepage, navigation, footer, product landing pages, IFU library, and customer support hub, creating reusable patterns for the evolving site.
Connecting brand to commerce
Prominent, contextual Shop pathways help users move naturally from learning about EdgeEndo and its products to purchasing through the separate e-commerce experience.
