Role: Product designer
Tools: Ai & Xd
Time: 2020-2023
CORTEX
Moving the company to growth: from traditional design to
cutting-edge innovation globally.
Overview
Redefining Dental Implants with Innovation and Digital Solutions.
Cortex Dental, a global leader in dental implants, offers a wide range of products, from implants to surgical tools.
With new branding, it embraces a modern design language and focuses on promoting digital solutions in its marketing strategy.
Role
I led the Cortex website redesign to transform its digital presence into an innovative and global identity.
My role included managing the project end-to-end, coordinating stakeholders (project company, content writer, SEO), conducting market research, and defining the website's user experience strategy.
I also supervised branding design to ensure consistency and quality throughout.
Challenge
Cortex aimed to stand out in a crowded implant market by transforming its image from a traditional company to a technological leader.
By promoting DIGITAL SOLUTIONS as a breakthrough product and enhancing its digital presence, Cortex strengthened connections with doctors, showcased product quality, and redefined its brand for the modern era.
Key Objective
The old Cortex website before the redesign
01
I simplified the site’s content and reduced categories to improve usability and update outdated information.
03
I identified that the previous site was ineffective and redesigned it into a functional, user-friendly experience.
05
I expanded the academic offerings, emphasizing DIGITAL SOLUTIONS to provide high value to doctors.
07
I redefined Cortex’s brand language and redesigned its identity to position the company as a technologically advanced leader and help it stand out in the competitive implant market.
02
I researched the target audience to understand their needs and aligned them with the company’s goals.
04
I promoted and marketed theDIGITAL SOLUTIONS product within the site.
06
I increased site traffic and enhanced user appreciation for Cortex products.
Persona
Competitor
Research
The dental implant market is highly competitive, with numerous manufacturers in Israel and abroad.
I researched ways to strengthen its brand and adapt to the market to position Cortex effectively.
The research focused on:
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Key products and website presentation
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Differentiation strategies
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Strengths and weaknesses of competitors
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Target audiences based on on-site content
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Brand goals and values
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Website visibility: colors, visuals, and marketing
tone Marketing strategies
User Research
With limited time and budget, I conducted lean user research by interviewing company opinion leaders.
I started with consistent questions and then tailored follow-ups based.
Participants:
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R&D Manager
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Digital Solutions Director
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CTO.
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Leading Doctors
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Business Development Manager
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Marketing Team
Sitemap
User Flow
After diving deep into research, I realized there’s no one-size-fits-all solution. That’s why I’ve divided my products into two main categories, tailored to your specific needs:
For Experienced Doctors - Advanced implant products are designed to meet the high standards of seasoned professionals who demand precision and reliability.
For New Doctors - Digital solutions are crafted to help you confidently take your first steps in dental implants.
Summary
The Cortex project was my first major design challenge: creating a structured, budget-friendly website with a product catalog and academic content. Plans include expanding content, adding value for doctors, and integrating e-commerce.