DB Digital Solutions - New Platform Build
Overview
DB Digital Solutions is the digital arm of DB Orthodontics, offering 3D-printed orthodontic products to dental professionals across the UK. The range covers aligners, retainers, expanders, TAD-based appliances, and more, all produced by Studio 8 technicians using the latest digital manufacturing technology.
When the company decided to give this offering a standalone digital home, there was nothing to start from. No existing platform, no design system, no content structure. The brief was straightforward but demanding: build a professional, informative digital platform that clearly communicates a complex, technical product range to a specialist clinical audience, and do it in under four months.
I owned the entire project from discovery through to launch. Content architecture, UX, UI, copy structure, Squarespace development, and final deployment. The site went live and drove a 35% increase in customer enquiries during the initial launch period.
My Role
Digital Product Specialist
Solo design, develop and launch
Timeline
Under 4 months - 2025
Disciplines
Discovery
UX
UI Design
Squarespace
Content Strategy
DB Digital Solutions - New Platform Build
Overview
DB Digital Solutions is the digital arm of DB Orthodontics, offering 3D-printed orthodontic products to dental professionals across the UK. The range covers aligners, retainers, expanders, TAD-based appliances, and more, all produced by Studio 8 technicians using the latest digital manufacturing technology.
When the company decided to give this offering a standalone digital home, there was nothing to start from. No existing platform, no design system, no content structure. The brief was straightforward but demanding: build a professional, informative digital platform that clearly communicates a complex, technical product range to a specialist clinical audience, and do it in under four months.
I owned the entire project from discovery through to launch. Content architecture, UX, UI, copy structure, Squarespace development, and final deployment. The site went live and drove a 35% increase in customer enquiries during the initial launch period.
My Role
Digital Product Specialist
Solo design, develop and launch
Timeline
Under 4 months - 2025
Disciplines
Discovery
UX
UI Design
Squarespace
Content Strategy
DB Digital Solutions - New Platform Build
Overview
DB Digital Solutions is the digital arm of DB Orthodontics, offering 3D-printed orthodontic products to dental professionals across the UK. The range covers aligners, retainers, expanders, TAD-based appliances, and more, all produced by Studio 8 technicians using the latest digital manufacturing technology.
When the company decided to give this offering a standalone digital home, there was nothing to start from. No existing platform, no design system, no content structure. The brief was straightforward but demanding: build a professional, informative digital platform that clearly communicates a complex, technical product range to a specialist clinical audience, and do it in under four months.
I owned the entire project from discovery through to launch. Content architecture, UX, UI, copy structure, Squarespace development, and final deployment. The site went live and drove a 35% increase in customer enquiries during the initial launch period.
My Role
Digital Product Specialist
Solo design, develop and launch
Timeline
Under 4 months - 2025
Disciplines
Discovery
UX
UI Design
Squarespace
Content Strategy
+35%
+35%
Customer enquiries in initial
launch period
Customer enquiries in initial
launch period
4 months
4 months
Discovery to live launch —
solo end-to-end
6
6
Product categories
structured and launched
The Challenge
Building from nothing — fast
The brief wasn't to improve an existing platform. There wasn't one. DB Digital Solutions existed as a product range without a proper digital presence. Customers were being directed to the main dbortho.com store, which wasn't built to communicate the specialist, technically complex nature of the 3D-printed offering.
The product range itself presented a real content challenge. Six distinct categories: EXPAND, ALIGN, RETAIN, ORTHOGNATHIC, TAD-Based, and PRINT. Each with different clinical applications, technical specifications, and target clinician profiles. The platform needed to communicate what each product did clearly enough that a busy orthodontist could find what they needed and understand why it was right for their patients, without needing a sales call to get there.
On top of that, the platform needed to integrate a digital workflow. Clinicians would be submitting scans and prescription forms online, which meant the UX had to serve a functional process, not just look good.
Before
After
Process
Five stages, four months
With a tight timeline and no existing foundations, I ran a compressed but thorough process. I prioritised the decisions that would be hardest to reverse later, specifically structure, navigation, and content hierarchy, and moved fast on execution once those were locked.
01
Discovery
01
Discovery
Product research, clinician needs, competitor audit
Product research, clinician needs, competitor audit
Product research, clinician needs, competitor audit
02
Structure
02
Structure
Navigation, content architecture, category hierarchy
Navigation, content architecture, category hierarchy
Navigation, content architecture, category hierarchy
03
Design
03
Design
UI, visual identity, hover interactions, page templates
UI, visual identity, hover interactions, page templates
UI, visual identity, hover interactions, page templates
04
Build
04
Build
Squarespace development, workflow integration, forms
Squarespace development, workflow integration, forms
Squarespace development, workflow integration, forms
05
Launch
05
Launch
Testing,
content QA, live deployment
Testing,
content QA, live deployment
Testing,
content QA, live deployment
Key Design Decisions
Every decision had a reason
Hover interactions on the homepage hero
The six product categories are clinically distinct but visually similar as text labels alone. I designed a hover interaction on the homepage where each category name reveals a product image and short descriptor when hovered, giving clinicians an immediate visual cue about what each category contains before they click. This removed a key friction point: having to navigate into a category page just to understand what was there. The interaction was one of the most positively received features at launch.
Separating the platform from dbortho.com
The digital solutions offering needed its own identity, not just a section of the main store. I gave it a distinct visual language, darker and more technical, while keeping it clearly connected to the DB Orthodontics brand. This allowed the platform to speak directly to clinicians interested in digital workflows and 3D-printed appliances, without the noise of a 4,500-product ecommerce store around it.
Building the workflow into the UX
Clinicians using the platform don't just browse. They need to submit scans, fill in prescription forms, and track their cases. I mapped the full clinical workflow and built it directly into the site structure, with a dedicated Workflow page explaining the submission process step by step, and a Forms section handling digital case submission. This made the platform operationally useful rather than just a brochure site.
Content written for a clinical audience
The copy couldn't be generic marketing language. The audience is clinicians who want precise, technical information. I structured each product category page around the clinical use case, the digital workflow it enabled, and the patient benefit. The language is direct and professional throughout, which also builds trust with a specialist audience that's naturally sceptical of overselling.
The Hover Interaction — Closer Look
Making six categories instantly scannable
One of the standout UX features of the homepage. Each category label reveals a product image and one-line description on hover — giving clinicians just enough context to know if it's relevant before committing to a click.
Hover state — each category reveals product image + descriptor
EXPAND
EXPAND
3D-printed expanders for skeletal and dental expansion
ALIGN
ALIGN
Custom clear aligners designed from intra-oral scans
RETAIN
RETAIN
Precision retainers and transfer jigs for post-treatment
ORTHOGNATHIC
ORTHOGNATHIC
Surgical wafers and splints for orthognathic cases
TAD-Based
TAD-Based
Digitally planned TAD-based appliances and distalisers
3D-printed models and in-house lab printing solutions
Reflection
What building from scratch taught me
"Building DB Digital Solutions from nothing was a different challenge to the dbortho redesign. There was no existing platform to reference, no analytics to learn from, no user behaviour data. Just a product range that needed a home and a deadline. It forced me to be more decisive about structure and content early, because there was no room to iterate once the build started. The hover interaction on the homepage was something I pushed for specifically. It felt like the right solution to a real usability problem, and seeing it resonate with users at launch was one of the more satisfying moments of my time at the company. It's also a good reminder that the most impactful design decisions are often small ones that solve a specific friction point rather than sweeping structural changes."
"Building DB Digital Solutions from nothing was a different challenge to the dbortho redesign. There was no existing platform to reference, no analytics to learn from, no user behaviour data. Just a product range that needed a home and a deadline. It forced me to be more decisive about structure and content early, because there was no room to iterate once the build started. The hover interaction on the homepage was something I pushed for specifically. It felt like the right solution to a real usability problem, and seeing it resonate with users at launch was one of the more satisfying moments of my time at the company. It's also a good reminder that the most impactful design decisions are often small ones that solve a specific friction point rather than sweeping structural changes."
"Building DB Digital Solutions from nothing was a different challenge to the dbortho redesign. There was no existing platform to reference, no analytics to learn from, no user behaviour data. Just a product range that needed a home and a deadline. It forced me to be more decisive about structure and content early, because there was no room to iterate once the build started. The hover interaction on the homepage was something I pushed for specifically. It felt like the right solution to a real usability problem, and seeing it resonate with users at launch was one of the more satisfying moments of my time at the company. It's also a good reminder that the most impactful design decisions are often small ones that solve a specific friction point rather than sweeping structural changes."
Selected Screens
Homepage · Product categories · Workflow
Key screens from the live site — homepage with hover interactions, individual product category pages, the workflow submission process, and the forms section.
Key screens from the live site — homepage with hover interactions, individual product category pages, the workflow submission process, and the forms section.
Key screens from the live site — homepage with hover interactions, individual product category pages, the workflow submission process, and the forms section.
Before
After
More works
Like what you see?
Let's talk!
© 2026 Danish Chaudhary
chaudhary.danish@hotmail.com
Like what you see?
Let's talk!
© 2026 Danish Chaudhary
chaudhary.danish@hotmail.com
Like what you see?
Let's talk!
© 2026 Danish Chaudhary
chaudhary.danish@hotmail.com