Dentakay: Redesigning a Global Dental Tourism Platform for Conversion at Scale

The Challenge

Dentakay's growth had outpaced its digital presence. The clinic had become an internationally recognised name in dental tourism, trusted by patients flying in from the UK, Germany, Saudi Arabia, and the Americas, but the website still operated like a local clinic's page. The gap between the brand's world-class reputation and its online experience was creating measurable friction.

Multilingual complexity without localisation. Six language versions existed, but they were translations, not experiences. German-speaking patients from Cologne and Arabic-speaking patients from Riyadh have different trust signals, different questions, and different decision-making rhythms. A single template served all of them equally poorly.

Treatment decisions made in the wrong place. Dental tourism patients typically research for weeks before committing. The website's treatment pages provided clinical information but not decision support. Patients needed help building a picture of their own treatment journey (what it would include, what it would cost, and what it would feel like) before they felt confident enough to enquire.

A leaking inquiry and payment funnel. The consultation request flow asked too much, too soon, and felt transactionally cold. The payment screen, which handles Klarna and Splitit integrations for international patients, lacked the design trust signals that a premium healthcare brand requires at its most sensitive conversion moment.

The Solution

We rebuilt the platform from the ground up, not as a visual refresh, but as a conversion architecture designed around the international patient's decision journey.

From information to decision support. The centrepiece of the redesign is an interactive treatment package builder that lets patients create their own personalised treatment plan directly on the homepage. Instead of reading about treatments in isolation, patients select what they need and immediately see a curated package (procedure details, estimated costs, and clinic recommendations) before they've spoken to anyone. This reduces hesitation and increases the quality of leads entering the inquiry funnel.

Rive-powered dental animations. To help patients understand exactly what each procedure involves, we integrated Rive runtime animations showing dental treatments in detail: implant placement, zirconia veneers, orthodontic movement, and more. These are not decorative; they're decision-support tools. An international patient researching dental implants in a second language can now see what the treatment looks like, in real time, without needing to interpret dense clinical text.

Localisation as a design principle. Each language version was reimagined as a distinct experience. Trust signals (press mentions, certifications, awards, payment partners) are surfaced differently depending on the market. UK patients see The Times and Daily Mail coverage. German patients see Straumann and AmannGirrbach certification. Arabic patients see the Riyadh clinic prominently. The architecture is the same; the content hierarchy adapts.

A premium inquiry and payment flow. The consultation form was stripped back to essentials (name, country, phone, and email) with trust signals (Norton, McAfee Secure) placed at the point of maximum hesitation. The payment screen was redesigned to communicate financial flexibility (Klarna, Splitit) with the same visual confidence as the rest of the platform.

Experience Highlights

The Treatment Package Builder with Rive Animations
The homepage introduces patients to Dentakay not through copy, but through interaction. A before/after smile visualiser and a treatment selector (Teeth Whitening, Hollywood Smile, Dental Implants, Jaw Surgery) let patients build their treatment package in under a minute. Each treatment selection triggers a Rive animation showing the procedure in visual detail: bone-level implant placement, veneer application layering, aligner movement across the jaw. This gives patients genuine clinical understanding without clinical intimidation, reducing hesitation at the most consequential decision point in the funnel.

Multilingual Clinic Discovery
An interactive clinic carousel showcases Dentakay's global locations (Istanbul, London, Riyadh) with watch videos, location links, and patient counts. Each market surfaces its most relevant clinic first, making the platform feel locally anchored even as it serves a global audience.

Trusted Professionals
A dedicated doctors section with searchable profiles, specialty tags, and video introductions replaces the generic "our team" page with a genuine trust layer. For international patients making a decision about dental care in a foreign country, knowing your doctor is a critical conversion signal.

Flexible Payment at the Right Moment
The "Why Choose Dentakay?" section, positioned after social proof and before the inquiry form, leads with Flexible Payment Plans (Klarna, Splitit), Smile Guarantee, global patient trust, and dedicated aftercare. This structure ensures that financial reassurance arrives before the patient is asked to commit.

Design Process

We approached Dentakay through the Experience Loop, Blurple's structured methodology for connecting design decisions to verified insights.

Focus. We aligned the project around one measurable outcome: increase the number of qualified consultation requests. Every design decision, from the Rive-animated treatment builder to the inquiry form, was evaluated against this single metric, preventing the complexity of a global, multilingual project from becoming scope drift.

Research. We mapped the international dental tourism patient journey from initial awareness to clinic visit. Key insight: international patients spend significantly longer in the consideration phase than local patients, and their primary conversion barrier is not price. It is understanding. They need to know what the procedure actually involves before they trust anyone to perform it. This insight directly motivated the use of Rive animations as a decision-support layer rather than a decorative one.

Architect. We restructured the platform around three stages: inspire (before/after imagery, press mentions, award badges), inform (Rive-animated treatment builder, clinic profiles, doctor pages), and convert (inquiry form, payment options, trust seals). Navigation, content hierarchy, and CTA placement all follow this three-stage logic.

Make. The visual system was designed to feel modern and premium without losing clinical credibility. A clean, light design language with high-quality photography and selective use of dark sections creates a brand that feels both contemporary and trustworthy across six language markets. Rive files were optimised for web performance; each animation loads under 40kb and plays at 60fps without degrading page speed.

Evolve. The platform's modular architecture allows new markets, languages, clinic locations, and treatment animations to be added without redesigning the core experience, a critical requirement for a brand actively expanding internationally.