Years
2022-Present
Role
Head of UX (Platform & Services)
Deliverables
UX strategy / vision
Design system
Product design
Design direction
2022
Credits
Marcel Rominger, Martina Krugmann, Florian Sobirey, Tamara Alsheikh, Joerg Witthaus, Daniel Gassenferth, and (partners) 10Clouds, Ergosign, Prophet, Humdinger
It all began with the file-sharing mechanism. That was the baseline of DS Core (called DS Share back then), it started as a way for dentists, specialists, and labs to securely share patient records. A foundation that later supported workflows and additional features, such as treatment planning, patient communication, and cloud-native scanning. First things first, we needed a solid and scalable foundation. We needed a ‘design system’. Simply entitled ‘DS’, this system provided a cohesive framework of reusable components, visual styles, and interaction patterns, ensuring a unified user experience across all aspects of the platform including all the breakpoints. By integrating the design system, the team were able to accelerate governance, maintain a visual language, define patterns, and effectively scale the platform as we later introduce features and digital solutions.
With the foundation getting designed, we also turned our focus to shape a vision for a platform that would push the boundaries of what digital dentistry could potentially be. As we jumped into uncharted territory, I led the effort to define the structure of the platform and how clinical workflows could live in the cloud of tomorrow. This meant learning today dental processes and rethinking them into seamless experiences that wasn’t just about digitizing existing workflows. It was about setting a new standard for how dental professionals connect, collaborate, and deliver patient care.
2023
Credits
Florian Sobirey, Tamara Alsheikh, Martina Krugmann, Marta Pique, Marcela Abreu, Ali Khanh, Claudia Barradas Fontes, Elizabeth Clairsinvil, Joerg Witthaus, Piotr Kaczmar, Lisa Messmer, Valentyna Madan, Steffen Hennhofer, (partners) 10Clouds
Collaborating on the next-gen intraoral scanner was a such a ‘hard fun’ cross-functional effort, bringing together teams across product management, R&D, marketing, hardware, and UX. Throughout 2023, we worked closely to craft a seamless end-to-end user experience. Considering every user touchpoint in the journey, from the unboxing, device setup onboarding and initiating the first scan. Ensuring both new and experienced users could navigate the experience intuitively right from the very start.
Collaborating on the next-gen intraoral scanner was a such a ‘hard fun’ cross-functional effort, bringing together teams across product management, R&D, marketing, hardware, and UX. Throughout 2023, we worked closely to craft a seamless end-to-end user experience. Considering every user touchpoint in the journey, from the unboxing, device setup onboarding and initiating the first scan. Ensuring both new and experienced users could navigate the experience intuitively right from the very start.
Introducing the first cloud-native intraoral scanner to the market meant rethinking our approach. We implemented continuous UX research and integrated real user insights into each design iteration. By identifying pain points, collecting feedback, and aligning with stakeholder priorities, we were able to continuously optimize the experience without losing sight of business goals or launch timelines. One of our core challenges was designing a seamless, wireless scanning flow that felt effortless to dentists. Imagine capturing a 3D scan in under a minute, automatically syncing it to the cloud, and freely moving the device between dental rooms. That vision drove our focus. Balancing hardware, cloud data processing, and UX to reduce frictions, and streamline clinical workflows.
2024
Credits
Florian Sobirey, Tamara Alsheikh, Martina Krugmann, Marta Pique, Marcela Abreu, Ali Khanh, Claudia Barradas Fontes, Elizabeth Clairsinvil, Piotr Kaczmar, Lisa Messmer, Ovi Olaru, (partners) 10Clouds
We hosted a full-day workshop dedicated to envisioning the future of DS Core. Drawing on everything we had learned from user research, product insights, and platform constraints, we collaboratively mapped out what a cloud platform could become. This vision wasn’t just aspirational, it served as our North Star guiding the design and development roadmap of DS Core as we began integrating AI into the platform, clinical workflows, and an intent text-based system for dentist-lab collaboration.
We are now designing the next generation of DS Core orders, shifting toward a conversational, text-based ordering experience. This aims to simplify how dentists communicate service needs, automate data inputs, and reduce friction in lab collaboration. At the same time, we are preparing to launch our first clinical AI workflow: AI Crown, a tool that supports dental professionals in designing crown restorations with greater accuracy and efficiency, directly in the cloud.
From strategy to execution, these efforts represent a another shift toward a smarter, more intuitive platform that leverages AI to enhance decision-making, streamline workflows, and elevate the overall user experience.
