CASE 03 / 2026
UX/UI design – website redesign
DR. FRIDMAN
seven directions – one site
Role
Lead UX/UI: concepts and design of the homepage, Doctors page and doctor profile
Agency
Startsmile Agency – a dental marketing agency
Task
Redesign of the Dr. Fridman dental centre website
Platforms
Desktop · Mobile
01
– Task
A long-standing client who wants to look modern. The site was outdated, and the task was visual: keep the content and the clinic’s recognisability, but change the feel.
Before
Dark graphite theme, orange outline buttons, small type, blocks with no rhythm
Request
Make the site more modern while keeping the content and the clinic’s recognisability
What we do
Concepts and design of three key pages, then the whole site in the approved style.
same content – a different feel
Before · old homepage
After · new homepage
02
– Design concepts
7 homepage concepts for the client to choose from
Instead of one “yes or no” layout – seven directions: light and dark, with full-screen photos, ovals, gradients and handwritten accents. We sent the client a PDF, and they gave feedback on each one. Below are the first screens.
Concept 01
Light, full-screen photo
Concept 02
Dark, circle and handwritten accent
Concept 03
Light, oval and serif
Concept 04
Light, oval and sans serif
Concept 05
Light with dark sections
Concept 06
Dark with a bright gradient
Concept 07
Dark graphite
7
full homepage layouts
03
– Block variants
Several solutions for every block
01
First screen
Four ways to present the main photo
Approved
02
Advantages
The clinic’s numbers – three ways
Approved
03
Specialists
How to show the doctors
Approved
04
Booking
The form and its surroundings
Approved
05
Services
From photo cards to icons
Refined
04
– What the client chose
What the client chose and why it works
Block
Approved variant
Why it works
First screen
Rounded geometric photo, text, light background
The name and advantages read at once, the operating-room photo sets the tone
Advantages
Dark accordion
A contrasting block on a light page, the numbers read one at a time
Specialists
Black-and-white portraits with a blue label
One photo style and an accent on the central card
Booking
Doctor photo and a form on a gradient
The form stays the main element, the photo adds trust
Services
Light cards with line icons
Refined after the choice: calmer than the photo mosaic and in the shared light theme
05
– Final homepage, desktop and mobile
Homepage
Desktop · 1440
Mobile · 320
06
– Redesign of the whole site
The homepage is just the start
I did the homepage, the Doctors page and the doctor profile. Once the style was approved and the work was on track, I handed the other pages to my assistant – now I review and give feedback.
Before · old Doctors page
After · new Doctors page
Doctors · full desktop page
Doctor profile · full desktop page
07
– UI kit and adaptive
One system for every page
UI kit: header, buttons, icons
Mobile menu
Three states of one menu: site sections, service areas and the services themselves. A patient gets to the right service in three taps.
State 01 · Sections
State 02 · Areas
State 03 · Services
08
– Results
What the client got
For a dental clinic I’d have picked something calmer myself, but the choice is the client’s, and the client is happy. I also learned this: when in doubt, ask the team. I showed the layouts even to colleagues outside the project, and it helped.
01
A real choice
Seven homepage concepts. The client chose and is happy.
02
A site built from their own picks
The approved block variants are brought together in one theme with a light-blue accent and black-and-white portraits.
03
Two weeks for the homepage
Agreeing on the concept took the longest.
04
The site is live
The homepage, Doctors page and doctor profile are built and running at drfridman.ru. The other pages are in progress.
09
– Contacts
For questions and collaboration – kateshprints@gmail.com
Thanks for watching!
Telegram
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Project
Dr. Fridman × Startsmile Agency
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