How an embedded UX retainer helped a UK dental SaaS raise £2.2M.

Pricing Calculator: giving dentists a confident first quote.

One of the most important workflows was the Case Complexity & Pricing Calculator. For a dentist, the first question isn’t “how does the platform work?” — it’s how complex is this case, what will it cost, how long will treatment take, and can I explain it clearly to my patient? We designed the calculator as a short, guided wizard: instead of a long clinical form, it made a clear promise up front — spend a few minutes answering focused questions and receive a useful estimate.

The result gave three core answers — estimated case complexity, estimated price with tolerance, and estimated length of treatment — but not just numbers. It included guidance explaining the factors increasing complexity and how to communicate them to the patient, turning the calculator from a form into a clinical decision-support tool.

Dashboard: turning case status into the main navigation.

For a dentist, the platform had to answer one question immediately: where is each patient case right now? We redesigned the dashboard around stage visibility — instead of searching through pages or dropdowns, the full case lifecycle appears as a clear horizontal pipeline: Drafts, In-design, Awaiting Approval, Approved, In Treatment, Complete. That made status the core information architecture of the product.

Dentists could open the platform and instantly see what needed attention, what was waiting on them, and what had already moved forward. Supporting elements like profile completion, rewards, and a clear “Start a case” action stayed present, but the focus remained on case progress.

Patient list: finding any case in one click.

The patient list needed to support fast clinical scanning — dentists may have many cases at different stages, each needing a different action. We designed it around stage tabs, status pills, and quick actions, letting users switch between all cases, drafts, in-design, awaiting approval, approved, in-treatment, completed, expired, unsuitable, and archived.

Each patient card showed the most important information without forcing dentists into the detail page — name, service type, clinic, status, design due date, attention required, and edit/archive/view actions. Grid and list views supported different density needs, keeping the same information architecture while changing only the presentation.

Patient detail: clinical depth, calmly arranged.

The patient detail page had to balance two opposing needs — fast access to the case summary, and deep clinical information: GDP profile, patient details, specialist notes, tooth animations, intra-oral and extra-oral images, optional radiographs, and 3D files. Showing all of that at once would overwhelm the page.

So we designed it around progressive depth. The main page surfaced what a clinician reads first — patient summary, case information, GDP profile, experience level, and treatment-proposal tabs — while more detailed clinical assets lived in an accordion-style side panel. The screen stayed calm by default, but dense information was one click away, without leaving the page or losing context.

Treatment proposals: making clinical review easier.

Treatment proposals are one of the highest-trust parts of the product — dentists need to understand the proposed treatment clearly before they approve, adjust, or communicate next steps to the patient. We shaped the proposal experience so clinicians could review plans in context, keeping proposal information close to the patient case so it’s easier to compare details, review notes, and move forward without feeling lost in separate workflows. Case review became more structured and less fragmented.

Case Studies: turning completed treatments into proof.

32co also needed a way for dentists to learn from completed cases and use them as patient-facing proof. We designed a case-study gallery where dentists could browse before-and-after cases, filter by diagnosis, treatment, and objective, and switch between wider case examples and their own completed cases.

Each card turned clinical history into a reusable asset — a completed case was no longer just a record inside the system; it became proof a dentist could learn from, reference, and use in patient conversations. That helped the product support both clinical confidence and commercial storytelling.