A clinician opening a SaaS for the first time doesn’t want a tour. They want one click that proves the platform respects their time.
32co is a UK health-tech startup turning general dentists into specialist-grade orthodontic providers. The product was live and engineering was shipping, but the UI had grown feature by feature and the user base was outpacing it. Non-tech-savvy dentists were hitting friction in the first ten clicks. They didn’t want a project shop; they wanted a long-term design partner. So we shipped continuous UX as a service.
Denovers improved our process completion rates and improved feature release timelines with their designs. The combination of their approach, their technical proficiency, and their ability to challenge requirements had a profound effect.
32co connects local dentists to world-expert mentors so orthodontic cases can be handled in-house. By the time we joined, the engineering and clinical sides were running, but the UI had grown feature by feature and clinicians were hitting friction in the first ten clicks. The brief: a long-term design partner, not a project shop. We took it as our UX-Design-as-a-Service engagement, one senior designer in their Slack, two video calls a week with the Product Lead, continuous UX shipped feature by feature.
Three threads ran in parallel. Continuous UI, sprint by sprint stripping the interface so clinicians could open the platform between patients and finish the next action in seconds. New features led by the Case Complexity and Pricing Calculator, a self-serve 3-minute wizard that onboarded dentists in 15 to 20 minutes. And stage-aware IA, turning the real case lifecycle (Drafts, In-design, Awaiting Approval, Approved, In Treatment, Complete) into the organising principle of the dashboard, the patient list, and every status pill. After the work, 32co raised £2.2M led by Balderton Capital.
A 3-minute wizard that gives clinicians the three things they actually want on day one, complexity (1–5), price (with tolerance), and length. The welcome screen leads with a preview of the answer, so dentists know what they’re trading three minutes for. After launch, the partner called it “an instant hit.”
A 6-stage pipeline on the dashboard, a status-tab strip on the patients list, status pills on every card. The dentist always knows where every case stands, without a single dropdown.
The detail page leads with GDP profile and patient summary, the things a clinician reads first. Radiographs.stl files, specialist notes and the tooth-animation viewer live in an accordion side panel that opens on demand. Calm at rest, dense when needed, no URL change.
Every completed case becomes shareable proof, before/after image pairs, filtered by diagnosis and treatment, switchable between SDx Cases and Mine. One-click tools turn a treatment into a case-study card, and a portfolio of cards into a client-ready proposal. Clinical history becomes the marketing engine.
One dedicated designer in 32co’s Slack with the Product Lead. Form-completion rates up. The Pricing Calculator onboarded new dentists in 15 to 20 minutes. £2.2M led by Balderton Capital after the work.
Book a free sprintOne scoped feature, a senior product designer in your Slack, two video calls a week. The same way we started with 32co. Keep every file even if we don’t continue.
Elkra is an AI-powered white-label neurology SaaS, trained Copilot, ambient AI Scribe, unified patient surface, timeline-aware workflows. Cluttered MVP to AI-native platform in ~90 days.
