Miles
The complete redesign of the website for the Miles dental clinic was about far more than a visual refresh. It was a strategic move to present the clinic online as a top-tier, modern and above all empathetic practice. The main challenge was taking a brand-new — at that point purely static — visual and brand manual and breathing life into it through a fully functional, interactive user interface. The goal was a website that reflects the high standard of care while calming visitors and instilling a feeling of absolute trust.
A brand forged into a working interface
For the final product to resonate one hundred percent with the client's vision, the whole design process ran in close, day-to-day collaboration with their marketing and product teams. My job was to define the rules for how the printed, theoretical identity would behave in a dynamic online environment. I focused on precise typography, generous whitespace and a clean visual hierarchy. The information architecture was designed with a clear intent: to guide the patient smoothly, without cognitive load, from first learning about the services to the key conversion goal – booking an appointment.
Building emotion through illustration and detail
Healthcare websites — and dental ones in particular — can easily feel cold and sterile, or even trigger subconscious stress. To break that barrier I decided to go beyond assembling standard UI components. I seamlessly folded graphic work into the project and created a set of dedicated vector illustrations and playful doodle icons for the site. These carefully crafted visual details organically complement the brand identity, and most importantly they humanize the whole experience: they build positive emotion, soften the medical subject matter and help patients feel safe before they ever sit down in the dental chair.
The result: a website that calms and represents
The outcome is a comprehensive, fully responsive web platform that acts as a confident digital ambassador for the Miles clinic. For me the project is an ideal example of combining the hard craft of UI/UX design with the subtler work of brand and user psychology. It is a package refined down to the last detail, where structure, colours, copy and small illustrations all pull together to create a harmonious, accessible and highly conversion-focused digital product.
