Situation
VideaAI’s Viewer is the core clinical feature of the platform — the screen clinicians spend the most time in. When I joined, the interface had accumulated features without design governance. Tools, imaging, and clinical context were intermixed with no predictable layout, creating cognitive overload that worked against clinical workflows. NPS sat at 18.
The product needed more than a visual refresh. It needed a structural redesign grounded in how clinicians actually think and work.
My Role
I drove all design decisions as lead designer, managing stakeholder input and business direction while collaborating with our PM on customer discovery and engineers on execution. My key contributions:
- Ran a heuristic audit of the existing Viewer to build an evidence-based map of usability issues — giving the team a shared language for what was broken and why
- Mapped clinician workflows through customer discovery to understand the mental models practitioners carry from other imaging tools, revealing that clinicians expect a spatial grammar our UI was violating
- Established a three-panel architecture — toolbars left, imaging center, clinical context right — that gave every element a predictable home aligned to task flow
- Defined UI principles around spatial consistency, progressive disclosure, and workflow alignment that guided every downstream decision and kept stakeholder input focused
- Partnered with PM to visit dental practices in person to observe chairside clinical workflows during patient care — then conducted virtual discovery and usability validation sessions to derisk concepts before engineering investment
Impact
NPS moved from 18 to 63 the quarter after launch — a 45-point increase that shifted the product from detractor territory into promoter range.
The redesigned experience directly contributed to $10M in new revenue as the improved product became significantly easier to sell and expand into new accounts. Just as importantly, we retained 6+ top DSO customers who had been at risk of churning. Once their offices experienced the redesigned Viewer, the NPS evidence made the case internally — practice staff were enjoying the product so much more that DSO leadership chose to stay and expand.
For a platform selling into large dental organizations, keeping these accounts was as strategically valuable as any new deal. The three-panel spatial model became the foundational pattern for all subsequent feature work on the platform.
Reflection
I’m proud of the scrappy process we deployed. A focused heuristic audit and targeted customer discovery gave us everything we needed to make confident decisions — no months-long research phase required. Getting the macro spatial structure right first unlocked clarity for every downstream design decision.
If I did this again, I’d push harder on quantitative workflow metrics alongside NPS. We had strong signal that task completion times improved, but I didn’t instrument baseline measurements before the redesign. Having that data would have made the impact story even sharper.
I also learned to respect existing mental models above all else. Clinicians bring deep muscle memory from other imaging tools. Designing with those patterns — not against them — was the single biggest lever for reducing the learning curve.