This project was initiated as part of IVOCLAR’s digital transformation strategy, aiming to modernize the way dental professionals accessed whitening and care products. A cross-functional team of engineers, designers, and product managers collaborated to launch a SaaS-based CRM and e-commerce platform that simplified the ordering process for both clinics and patients.
The platform was designed to support both B2B and B2C flows, including a custom website builder, product configurator, and order tracking functionality tailored to dental practices. It is now a central part of IVOCLAR’s digital offering across North America.
Product Ownership – Helped lead the development and successful launch of the VivaStyle digital commerce platform, aligning product requirements with internal stakeholders and managing the roadmap across clinical and B2B users.
UX Optimization & Testing – Conducted A/B testing and led user research to refine key workflows and improve usability. These enhancements improved conversion by 22% and reduced bounce rates by 15%.
Agile Delivery – Worked with engineering and QA teams to prioritize features and validate releases, reducing iteration cycles by 30% and defect rates by 25%.
Platform Strategy – Designed feature sets based on Voice of Customer (VoC) insights and commercial goals, including a CRM-integrated shopping experience that allowed clinics to customize storefronts for their patients.
Growth Impact – Enabled a 200% increase in revenue in the first year post-launch by improving digital access to whitening and care products for clinicians and end-users.
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