Tables of FigureFigure 1 Customer Journey Map...8Figure 2 Google lighthouse score of Viet Han Dental website...9Figure 3 Google lighthouse of Paris Dental Website...10Figure 4 Level of s
Analyze Customer
Customer profile
a Portrait of customers who want to buy oral care products
● Occupation: Student at Da Nang University of Architecture, part-time teaching assistant for a drawing class, major in fashion design
● Income: 3 million/month and allowance from family
Trust: Online shopping is more convenient, it's easy to check the store's reputation and the price is affordable
Customer-oriented values: health, quick and convenient purchasing, high reputation Customers' Desires:
● Find a store that sells a variety of oral care products with high reputation and affordable prices
● Have good oral health and clean oral hygiene
● The store has a good warranty policy for the product
● Unable to manage finances and divide finances for reasonable use within 1 month
● Poor oral hygiene affects oral health and aesthetics
● Often listen to good store recommendations from friends and relatives
● Regularly shop according to promotions of celebrities, KOLs, KOCS, etc.
● Lifestyle: healthy, concerned about health and aesthetics, body cleanliness
● Hobbies: jogging, growing plants and flowers, taking care of yourself and family members
● Online behavior: online on Facebook 24/7, or time to browse e-commerce platforms, join review groups and follow KOLs/KOCs on Tiktok Likes to share images and thoughts on social networking sites.
- Choose products with quite good quality - with clear origin, long shelf life, prioritize environmentally friendly products with direct payment when purchasing directly or payment after receiving goods, Check the goods when buying onions online
- Products customers will buy: convenient for oral hygiene, effective in improving oral health For expensive products, there is a return or warranty policy
● Fast and guaranteed delivery policy
● There are many payment methods including cash and card payments, bank transfers, etc.
● Good customer service and many incentives for members and customers who buy a lot
● Focus on promoting innovative, new generation products b Portrait of customers who need to use dental services
Name: Nguyen Thai Cam Ly
Belief: "Teeth and hair are human corners"
● Good oral health is a sign of good health
● Oral health affects each person's lifespan
● Customer values are aimed at: health, good and long-standing skills, high reputation, and dedication to the profession
● Looking for a reputable dentist, good customer service, a team of good and dedicated doctors and nurses
● The dental clinic has advanced equipment and clean hygiene
● Improve oral health and teeth aesthetics
● The doctor is gentle and makes the patient feel comfortable and pain-free
● Unable to manage finances and divide finances for reasonable use within 1 month
● Choosing a dentist that is not reputable, the doctor is not careful, and does not suit your aesthetic taste
● Disadvantages in dental warranty policies or patient contracts
● Often listen to good store recommendations from friends and relatives
● Regularly follow review groups on Facebook
● Hobbies: jogging, surfing social networks, likes to participate in groups on social networks
● Online behavior: online on Facebook 24/7, joining review groups and following KOLs/KOCs on Tiktok Likes to share images and thoughts on social networking sites.
● Choose reputable dentists with prices suitable to economic conditions, usually pay directly for low-priced services and pay in installments for services with relatively high to high prices.
● The services customers aim for are oral monitoring, cosmetic braces, and painless braces
● The website displaying the Warranty Policy and Contract must reflect the customer's benefits
● There are many payment methods including direct payment and installments
● Good customer service and many incentives for members and customers who use the service a lot
● Focus on promoting on the website the reputation, skills, and equipment of the dentistry
Analyze Competitors and Market trends
Competitor website analysis
Established in 2017 with the initial goal of becoming a dental clinic providing cosmetic dental services
Evaluation of Viet Han Dental website:
Lighthouse scores according to Google Lighthouse:
- Website speed is slow with: Speed Index 4.2 seconds
- This website does not have PWA
- Total visits last month (September 2023): 575, according to Google Trends
- The main colors of the website are blue and white.
- The font size of the headings is quite large, occupying a lot of space and causing viewers to move their eyes too much.
- This website has a dropdown menu.
- There are too many images on one page, causing viewers to scroll multiple times.
- There is no search box on this website.
- There are too many images on one page, causing viewers to scroll multiple times.
- The news section does not have enough diverse articles for customers to refer to.
- The service pricing table page is inaccessible due to an error, even though the service pricing table is featured on the homepage. b Paris dental clinic:
Figure 2 Google lighthouse score of Viet Han Dental website
Lighthouse scores according to Google lighthouse are high:
- Performance score: 97 This is a high score with speed index 1.3s
- Main color of the website: blue and white
- Consistent font with 1 style and not more than 3 font sizes throughout the website
- User-friendly interface with each category arranged logically and clearly
- Search box function for customers to easily find the information they need
- Sidebar menu includes contact information and appointment booking section
- This website does not support PWA
- Important information is placed in central positions with eye-catching images to attract customers However, the overall content and images on the homepage are too much, making it difficult for viewers to pay attention to all information presented.
- Nha Khoa Paris provides detailed and comprehensive information for any service they offer For example, for braces services, they explain the service, the cases where braces are necessary, the benefits of braces, etc.
- Illustrative images are arranged appropriately to help readers easily imagine, with sizes not too big or too small.
- To increase their credibility, they have added a section that displays images of successful customers who have used their services on the homepage.
Figure 3 Google lighthouse of Paris Dental Website
Market trends: Vietnam market
Current competitors: Viet Han Dental Clinic, Thanh Van Dental Clinic in Danang and all the clinics in Vietnam
Services offered by the business: Various dental care services including treatment, cosmetic dentistry
From October 2022 to September 2023: The peak search for the keyword "dentist in
Da Nang" is in October 2022 The area where this keyword is searched the most is Da Nang, followed by Quang Nam The keyword "dental clinic" is searched the most in February 2022
Figure 4 Level of searches for the keyword "dentistry" throughout Vietnam
The estimated value of Vietnam's dental care market in 2022 was $6.595 billion and is expected to reach $15.122 billion by 2030 after a projected annual growth rate of 10.93% between 2022 and 2030
The future of dental services in Vietnam appears promising, with revenue and the number of clinics likely to increase due to a predicted rise in dental problems among the population This will lead to more dental clinics being established over time [1] More than 90% of V Gen Z tends to care more about dental care This is a multi- million dollar trend that is growing strong.
Vietnamese citizens suffer from dental problems, which suggests an increased demand for dental treatments and cosmetic procedures in the present and future [2]
Information Architecture
Flowchart
Figure 5 Making an appointment flowchart
Figure 6 Purchasing online flow chart
Event table
Event Trigger Source Use case Response Destination
External Customer wants to schedule appointmen t
Internal Online purchasing of products by customers
Order confirmatio n Order details Transaction
Tempora l Time to produce transaction summary reports
“End of day” Produce transactio n summary reports
Internal View history of products procured
Query about customer's purchased product history
Customer Customer s purchased product history
Navigation areas
- The linked logo at the top left is customary to link the entire image to the home page.
- The top navigation bar includes major subpage links, CTA graphic button
- Search box, account setting and shopping cart at the top right
- Contact icons are placed on the right, always on the screen even when users scroll in the website.
- The homepage has a slideshow that displays the ongoing promotions and campaigns The slideshow link to the Ongoing Promotion Page.
- Location-based breadcrumb appears below the header whenever users go deeper into the subpages It helps users be aware of the path they go in the website and allows users to go back to the link displayed on the breadcrumb.
Dental News blog: links to articles about Dental Care knowledge topics and more.
- The internal links will be cleverly integrated to link to other website articles and pages
- Navigation to other dental service pages at the left.
- The related link component is navigation between pages, displayed at the end of the topic.
Ongoing Promotion Pages has navigation to the landing page of the website.
- Navigate to individual articles about each specific dental service.
- Each article about specific dental services has the CTA button to navigate users to the Booking page, and the article will also navigate to other dental service pages at the left.
Products page: navigate users to the Product Information pages and Product
Product Category page: navigate users to the Product Information pages.
Product Information page: link to the Shopping cart page
Shopping Cart page: link to the Check out page
Use cases
Figure 7 Manage Product Use cases
Figure 8 Manage Orders Use cases
Figure 9 Buying Products Use cases
Figure 10 Manage Account Use cases
Figure 13 Book appointment Use cases
Semantic check
● Check for false navigational cues:
- The website will use 4 types of navigation: A Navigation Bar, The Footer, A search tool, Quick links.
- The website will follow the principle that a well-structured website allow any user to get from where they are at (point A) to where they want to be at (point B) in three tries or less.
- The website will use hreflang to determine the language of the website providing search results to users.The hreflang tag is an HTML attribute, a piece of code that helps Google determine the language of the website providing search results to users The code allows an international website to provide results based on the search language or location of the searcher providing the correct version to the user Resulting in fewer people clicking away from your page and back to search results (i.e higher dwell time), lower bounce rate, longer time on page, etc it positively affects your search results SEO and website rankings.
Ex: