Redesigning Dental Uni’s digital ecosystem

Dental Uni has operated in Brazil’s dental care market for more than 40 years. Its digital presence, however, had grown incrementally: every product and channel was created at a different moment, with its own logic and visual language.

This fragmented evolution created an inconsistent ecosystem and made key post-purchase journeys difficult. First access, finding a dentist, and locating basic information were confusing enough that customers frequently relied on human support, increasing operational load and weakening the overall experience.

Discovery gave the team an opportunity to rethink the ecosystem as a whole. We connected previously isolated products, simplified critical journeys, and brought high-value tasks to the foreground, including finding dentists, managing corporate beneficiaries, and accessing essential information.

The research involved Dental Uni’s four primary user groups and explored the behaviors, needs, and problems each encountered across the company’s digital touchpoints.

Despite their different profiles, a consistent pattern emerged: people visited the platform to solve specific needs, yet repeatedly encountered the same barriers around findability, performance, and usability.

The mission carried significant responsibility: revitalizing the primary digital touchpoints between one of Brazil’s largest dental plan providers and its members, brokers, and dentists. The work converged around three objectives:

• Make the provider network central

  The provider network connected every user group. Finding a dentist needed to become a more efficient, trustworthy experience aligned with the expectations of everyone involved.

• Simplify navigation

  Organize information and flows so people can find resources and complete tasks with less effort.

• Create a consistent visual language

  Build a coherent experience across digital touchpoints, making interactions predictable for users and easier for the engineering team to maintain.

Research and validation surfaced several decisions that became fundamental to the final solution. A mega menu and dedicated pages for each audience reorganized the information architecture and made relevant content and features easier to find.

We also created a centralized Help hub for support needs. One of the most important journeys, finding a dentist, was redesigned from its core behavior through to its usability and presentation.