EdgeEndo
Website Redesign
2024–2026
Role
Design Lead
Services
Web Design · UX/UI · Visual Design · Design Systems · QA
EdgeEndo develops endodontic products and solutions for dental professionals, with a growing portfolio spanning instruments, supplies, equipment, education, and clinical resources.
I've been leading the ongoing evolution of EdgeEndo's digital experience, helping the site grow alongside the business while creating greater consistency across an increasingly complex ecosystem of content, products, and commerce.
The Challenge
A digital experience that had evolved over time
EdgeEndo's website had grown alongside the business, with new products, content, and experiences added over time. As a result, different areas of the site had developed their own layouts, patterns, and visual treatments.
The experience no longer felt as connected as the growing brand and product ecosystem behind it.
Different audiences, different needs
EdgeEndo serves a range of dental professionals, from those learning about endodontic products and clinical topics to those arriving with a specific product or resource in mind.
At the same time, the customer journey extends beyond the main website into a separate Shop experience. The digital experience needed to support these different needs while continuing to evolve with the business.
My Role
Lead the ongoing design evolution of EdgeEndo's digital experience.
Establish UX and visual design direction across new and existing experiences.
Develop reusable patterns and components across the site.
Design key pages and experiences from concept through responsive implementation.
Work closely with developers and stakeholders throughout design and refinement.
Conduct design QA to maintain quality and consistency through implementation.
Key Decisions
01. Create a more connected experience
The growing site needed a clearer visual and structural language so different areas could feel like parts of the same ecosystem rather than separate experiences.
02. Support different ways of exploring
The experience needed to work for visitors who were still learning as well as those looking for a specific product or resource. Information architecture and page structures needed to support both exploration and purposeful discovery.
03. Make the next step clear
The experience needed to help visitors understand where to go next, whether that meant continuing to learn, exploring a product, or moving into the separate Shop experience.
Design Solutions
Building a scalable design system
I developed reusable layouts, components, and visual patterns that could be applied across different types of content and experiences. This created greater consistency while giving the team a practical way to continue adding and evolving pages.
Designing around content and intent
I refined page structures, navigation, and content hierarchy to make products, resources, and educational content easier to explore. Different content types could have their own purpose while still feeling part of the same overall experience.
Connecting discovery to commerce
I designed clearer relationships between product information and the separate Shop experience, creating natural paths from learning and product consideration toward purchasing when visitors were ready.
Impact
A stronger foundation for an evolving digital experience
Created greater consistency across a growing digital experience.
Established reusable patterns that make it easier to introduce new content and products.
Improved the clarity and organization of different content and product experiences.
Created clearer relationships between the main digital experience and commerce.
Continued evolving the experience alongside EdgeEndo's growing business and content needs.
This is an ongoing body of work. Quantitative performance outcomes were not provided.
A stronger foundation for an evolving digital experience
My work with EdgeEndo has also extended into supporting the broader brand across trade show graphics, social and advertising creative, swag, and marketing collateral.