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All rights reserved to Cortex dental implants
Role: Product designer
Tools: Ai & Xd
Timeline: 2020-2023
CORTEX
Project Overview
Cortex Dental is a global medical company that creates dental implants.
The company has a wide range of products from dental implants to instruments and tools for surgical operations.
With the new branding, Cortex aims to remove the traditional industry visibility from a leading technology company by changing both the design language and the content language.
In addition, the company wanted to promote the field of digital solutions as part of its updated marketing strategy.
My Role
The work process on the site was managed from the beginning of the research processes that I carried out within the organization and in front of the leading doctors in the company through leading the characterization and design processes in collaboration with a projects company including microscopic change.
Team & Partners
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Project company by IMAGINET
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Micro-copy by MY-IDEA, Efrat Shapira
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SEO by Anatoliy Ken
Design Process
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Defining the customer's goal & user experiences
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Defining project challenges
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Key Objectives
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persona
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Research Goals
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Visual sitemap
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Summary
Challenge
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Making business connections with potential distributors, including doctors, and exposing the Cortex brand.
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To promote the DIGITAL SOLUTIONS product as a breakthrough product.
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To change the company's branding from that of a traditional industrial company to an advanced technological company to stand out in a saturated market of implant companies.
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Increasing the user's presence within the site while exposing the company's quality products.
Key Objective
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To switch the site from closed source to open source to promote Google campaigns.
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Reducing load on the site, while reducing categories, to update unattractive information.
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Getting to know our target audience and its needs and the company's competitive research processes, research users that will be adapted to the needs of the company's customers.
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The previous site was designed as e-commerce, which in practice did not function so nothing causes user disappointment.
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Change the brand language. To build a unique marketing language for that present the company as a technologically advanced company.
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Redesign of the Cortex brand so that it is unique and stands out in a saturated market of implant companies.
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Promotion and marketing of the DIGITAL SOLUTIONS field within the site
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To develop the academic field with an emphasis on DIGITAL SOLUTIONS, which gives the highest value to doctors.
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Increasing user traffic within the site while exposing and increasing appreciation for Cortex brand products
Persona
Research Goals
Research competitors
The dental implants market is a very saturated market that has developed over the last 20 years.
Only in Israel are there over 5 leading manufacturers and others less known.
Before starting the project, it was a necessity for me to understand where the Cortex company currently stands in front of competitors in Israel and around the world. This was to better understand where we should strengthen the brand's values and how we should adapt the brand to the competition.
In the research process, the following categories were examined:
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What are the company's leading products and how are they presented on the website?
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How does the company differentiate itself from others?
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What are each company's strengths and weaknesses?
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Who are the target audiences it addresses, based on the site content?
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What are the company's goals and values?
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Website visibility - what are the brand colors, marketing writing, visuals.
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What is the marketing strategy?
User research
Due to time and budget constraints, I had to conduct lean and focused user research within the company through interviews with opinion leaders. I opened the interview with each interviewee with the same questions for everyone and later tailored questions according to their specialization.
Take part in the process.
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R&D Manager
Work closely with doctors on explaining the company's products. -
Director of the digital solutions Department
Works closely with doctors who perform digital transplants and holds courses in the field. -
CTO
Leading the company in developing leading products, upgrading products, and broad knowledge of dental products. -
Leading doctors
Three leading doctors who advise the company on creative ideas, product development, case study
processes and more -
Business Development Manager
Define company strategic goals -
Marketing department
Global sales managers deal with distributors
Visual sitemap
Summary
Working on the Cortex project was my first and most significant project as a product designer.
With an average range of options and a limited budget, project management presented quite a few challenges.
A website has a hierarchy and several components and their classification.
This includes a wide catalog of the company's products combined with academic information being built.
The goal in the future is to significantly increase the site in terms of content.
This is to develop an academic field that gives the highest value to doctors. Also, these days thinking is underway to make the website open for purchase and thus increase sales for the company