National Dental Care relaunches website with Nightjar
Digital product company Nightjar has helped National Dental Care relaunch its website.
The announcement:
Nightjar, a leading digital product agency, together with National Dental Care (NDC), announce today the launch of NDC’s revamped website, marking a significant milestone in its ongoing digital transformation journey.
With 88 practices nationwide, NDC is one of Australia’s premier providers of dental care, with a commitment to excellence in patient care.
Recognising the need for a unified digital presence to streamline operations, Nightjar was tasked with designing and engineering a new platform that would consolidate the various stand-alone sites into one mastersite. The challenge lay in creating a cohesive and consistent brand experience, while also accommodating the unique features of each practice. The result is a website that not only meets these requirements, but also paves the way for future scalability and gives the NDC team full control of all the practice child-sites as well as an easier way to maintain cybersecurity.
With the goal of improving internal efficiency front of mind, Nightjar engineered the CMS to create shared/global pages for almost everything within the NDC umbrella (treatments, blogs, health funds, payment plans, practitioners), allowing content editors to change a global reference to a page which will then update and roll out across all practices referencing that page.
The revamped platform boasts several innovative features aimed at enhancing user engagement and operational efficiency. Leveraging insights from extensive user research, the user experience (UX) was meticulously crafted to simplify appointment bookings and provide relevant information tailored to individual patient needs.
“From the very beginning, the Nightjar team took the time to understand our business and patient base, laying out a strong foundation. The design gave us something really fresh, delivered through a thoughtful and detailed process, and we were blown away by the tech solution. Nightjar created something incredibly complex but made it so flexible and easy to use. They worked tirelessly with us and the final result shows – two teams working as one, to deliver a platform that will support our business well into the future. It has been a mammoth task, and we are thrilled with the results – ‘book now’ conversions are already enjoying a huge increase and we are saving internal hours on content updates,” said Chloe Harding, chief marketing officer, National Dental Care.
Sam Turner, design director at Nightjar added, “In crafting our approach for the new platform, we aimed to create a modern, cohesive, and flexible design system capable of accommodating a complex ecosystem of masterbrand, sub-brands and standalone practices. With such a broad target audience, we also prioritised user-centric design principles to ensure intuitive navigation for every platform visitor.
We’re really proud of the result, a platform which elevates the NDC brand into a more contemporary and relevant space, built on a robust stack that allows for future scalability – one of the key objectives of the project.”
Source: Joy Clark
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