Dentsply Sirona was launching DS Core globally - a two-sided marketplace platform connecting dental practices and labs.
They faced aggressive competitive pressure and needed to rapidly ship features that would make DS Core the default communication layer for the dental supply chain.
Dentists couldn't track order status, labs had no visibility into requests, and the onboarding flow was too complex to support product-led growth. Without these foundations, DS Core couldn't scale without heavy sales involvement.
Balancing the needs of two distinct user groups (dentists and labs) while working with an external dev team and legacy technical constraints.
The platform needed to collect extensive user data during onboarding while remaining simple enough for busy practitioners to adopt without training.
My Approach
I operated as embedded design leadership with a high-velocity process:
Real-time collaboration: Wireframed and designed directly in stakeholder calls, translating requirements into interfaces live to eliminate miscommunication
Async-first communication: Created Loom walkthroughs for the 8-10 person external dev team to keep momentum across time zones
Research-informed decisions: Partnered closely with user researchers to translate dentist and lab insights into design patterns
This allowed me to ship features in weeks, not months, while keeping stakeholders aligned.
What I Delivered
Onboarding Flow
Consolidated multi-screen flow into adaptive single flow using conditional logic
Combined account setup and profile creation to reduce friction while capturing necessary business data
Enabled product-led growth by removing dependency on sales-assisted onboarding
Order Portal
Unified dashboard with real-time order status tracking and notifications
Order Portal
Unified dashboard with real-time order status tracking and notifications
Messenger for Dentists and Labs
Dentist Workflow
Every dental practice and labs runs differently, but the basics are the same: scheduling patients, managing treatments, and keeping good records. We've built a workflow that handles these essentials smoothly, so dentists can focus on what they do best: taking care of patients.
Account Settings
Nobody wants to dig through complicated menus to update their information or adjust their preferences. We've put all the important account controls in one place that actually makes sense, including the compliance stuff that keeps everyone sleeping well at night.
