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Instasmile

instasmile

Custom UX/UI Design
Custom Development
UX Research & Prototyping
E-commerce Strategy

the brief

Instasmile needed a mobile experience that actually converted. Their DTC clip-on veneer site pulled traffic, but shoppers couldn't navigate the product, understand the process, or commit with confidence. We delivered a research-backed UX overhaul on BigCommerce: mobile-first audit, complete UI refresh, optimized Smile Assessment flow, and production support. The work turned confusion into clarity and browsers into buyers.

43%

Increase in
Checkout Completion

A close-up image of a single upper dental veneer or removable clip-on smile (possibly a cosmetic dental appliance) displayed against a pale blue background. The curved row of white, glossy teeth is designed to fit over the upper set of natural teeth, suggesting a product used for aesthetic dental enhancement.

performance highlights

  • Increased Smile Assessment conversion rate by 68% – from 4.25% to 7.14% among users who completed the assessment
  • Boosted checkout process completion by 134% – year-over-year from 2024 to 2025
  • Reduced cart abandonment by 52% – dropping from 25% to 11.9%
  • Improved checkout completion rates by 43% – rising from 5.66% to 8.11%
  • Increased visitor engagement on Homepage – users finding content faster with less scrolling required

68%

Increase in Smile

Assessment conversion

A woman with long, platinum blonde hair and a soft smile holds up a white box labeled “instasmile.” She’s wearing a cozy lavender knit sweater and has neatly manicured red nails. The minimalist background and box design highlight the branding, suggesting a product reveal or customer endorsement for a cosmetic dental solution.

key points of work

  • Mobile-First UX Audit – Baymard-aligned analysis across home, navigation, PDP, cart, and checkout with prioritized fix recommendations
  • Full-Site UI Redesign – Professional, conversion-focused interface replacing outdated visuals and inconsistent branding
  • Smile Assessment Optimization – Redesigned quiz flow with simplified inputs, progress clarity, and improved product matching logic
  • BigCommerce Production Support – Widgetized sections, navigation refinements, staging QA, and repo handoffs for sustainable iteration
  • Mixed-Methods Research – On-site surveys, Hotjar analytics, heatmaps, and session replays to validate decision frameworks

54%

Reduced Cart Abandonment

A young woman with long, light brown hair is placing a removable dental veneer over her upper teeth using both hands. She is looking forward with a slight smile during the process. The background is a solid teal color, highlighting the cosmetic dental product and its easy, at-home application.
Instasmile mobile screen displaying smile assessment questions with icons for dental braces, clear aligners, loose teeth, and loose crowns. Text explains that users with these conditions are not eligible.
Smiling woman with long dark hair pointing to her teeth, promoting Instasmile veneers. The header reads ‘Transform Your Smile With Veneers’ with navigation elements and a discount banner.
Instasmile comparison tool showing skin tone filters on the left and a before-and-after smile transformation on the right, with product shade details and transformation filters.

how arctic leaf helped

We rebuilt Instasmile's mobile experience from the ground up, turning a fragmented interface into a conversion machine. Research drove every decision, and phased rollouts let us validate impact at each stage.

Research-Driven UX Strategy
Leveraged surveys, customer feedback, and behavioral analytics to map user intent and friction, evaluate path strategies by audience and traffic source, and deliver prioritized, actionable recommendations tied to conversion barriers.

Conversion-Focused Design and Development
We replaced a cluttered, low-quality interface with clean, mobile-optimized layouts that build trust and guide user action. We also widgetized the homepage and landing sections to enable rapid testing without full theme rebuilds, and redesigned the Smile Assessment with a simplified question flow, visual progress tracking, and mobile-friendly inputs for a smoother user experience.

Platform Optimization and Handoff
We leveraged the BigCommerce Stencil framework to create structured, reusable components that support long-term iteration. We established an AU store sandbox to ensure theme consistency across locales, and executed cross-browser and device QA, along with clean repository transfers to internal teams, enabling sustainable ownership.

134%

Boost in Checkout
Process Completion

Instasmile white box and green dental impression tray on a light blue background, representing the at-home smile kit.

results

The numbers speak: a 68% jump in assessment-driven conversions and a 134% increase in checkout completions. Instasmile now filters qualified buyers earlier, reduces abandonment by half, and converts mobile traffic that used to bounce. The site doesn't just look better, it performs too. Arctic Leaf turned research into action, shipped fast, and handed off a foundation built to scale.

A man in a dark shirt holding a set of white dental veneers between his fingers, slightly out of focus in the background.

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