Grin Oral Care
Grin Oral Care
Grin Oral Care
SaaS Integration and Product Innovation
Grin is a sustainable oral care brand with a mission to make healthy smiles more accessible. I collaborated with the team to rethink their digital experience by improving the UI, integrating a subscription-based SaaS system, and introducing a value-driven innovation — a free dental consultation with every subscription.
This case study highlights how thoughtful design and strategic tech integration turned a simple shopping flow into a compelling wellness journey.
View Prototype
View Prototype
View Prototype
Product
Web application
Skills
Rapid prototyping
Information architecture
eCommerce integration
Web accessibility
My Role
Design lead
Tools
Figma, Miro
Timeline
4 months
Context
Context
How do you turn a product site into a service-driven experience?
How do you turn a product site into a service-driven experience?
Grin Oral Care had a strong brand and loyal one time buyers but lacked a SaaS foundation. There was no subscription platform, no user dashboard, and no recurring engagement model.
Goal:
Integrate a full SaaS subscription system into the website and introduce a feature that adds ongoing value.
Result:
A seamless subscription model + an innovative benefit, 1 free dental consultation with every subscription.
Grin Oral Care had a strong brand and loyal one time buyers but lacked a SaaS foundation. There was no subscription platform, no user dashboard, and no recurring engagement model.
Goal:
Integrate a full SaaS subscription system into the website and introduce a feature that adds ongoing value.
Result:
A seamless subscription model + an innovative benefit, 1 free dental consultation with every subscription.
Making it real...
Making it real...
Design meets product thinking.
Design meets product thinking.
To bring this new model to life, I designed a smooth SaaS-backed subscription flow — allowing users to subscribe to products effortlessly. On top of that, I introduced an innovative add-on: a free dental consultation for subscribers.
From onboarding to checkout, every touchpoint was rethought to make the new value proposition clear and frictionless.
What I implemented:
SaaS platform
Subscription based revenue model
Free dental consultation for subscribers
Post-checkout consult scheduling
To bring this new model to life, I designed a smooth SaaS-backed subscription flow — allowing users to subscribe to products effortlessly. On top of that, I introduced an innovative add-on: a free dental consultation for subscribers.
From onboarding to checkout, every touchpoint was rethought to make the new value proposition clear and frictionless.
What I implemented:
SaaS platform
Subscription based revenue model
Free dental consultation for subscribers
Post-checkout consult scheduling
To bring this new model to life, I designed a smooth SaaS-backed subscription flow — allowing users to subscribe to products effortlessly. On top of that, I introduced an innovative add-on: a free dental consultation for subscribers.
From onboarding to checkout, every touchpoint was rethought to make the new value proposition clear and frictionless.
What I implemented:
SaaS platform
Subscription based revenue model
Free dental consultation for subscribers
Post-checkout consult scheduling
Existing Site
Existing Site
🔎Current State:
~ No Subscription Offering or Flow
~ Weak Value Messaging & CTAs
~ Unclear Navigation Hierarchy
🔎Current State:
~ No Subscription Offering or Flow
~ Weak Value Messaging & CTAs
~ Unclear Navigation Hierarchy
🛠️ Areas for Improvement:
~ Subscription Flow for Customer Retention
~ Clear Messaging About Benefits Like Savings and Convenience
~ Improve Product Discovery
🛠️ Areas for Improvement:
~ Subscription Flow for Customer Retention
~ Clear Messaging About Benefits Like Savings and Convenience
~ Improve Product Discovery
Heuristic Evaluation
Heuristic Evaluation
A usability deep-dive to identify friction points, missed opportunities, and areas to enhance user experience across the Grin website.
Visibility of System Status
Visibility of System Status
~ The homepage lacks clear loading indicators which may confuse the user.
~ The homepage lacks clear loading indicators which may confuse the user.
User Control & Freedom
Consistency & Standards
~ Navigation links are abundant, users must use the breadcrumb or menu.
~ Headings, button placements, and images vary across product pages.
Consistency & Standards
User Control & Freedom
~ Headings, button placements, and images vary across product pages
~ Navigation links are abundant, users must use the menu bar.
Flexibility & Efficiency of Use
Flexibility & Efficiency of Use
~ No search bar and no filter by feature, customers must manually browse product categories.
~ No search bar and filter by feature, customers must manually browse product category.
Redesign
Redesign
📊
Enhanced
Product Grid
🤝
Comfortable
Subscription Plans
✅
Under Accessible
Guidelines
⚙️
Optimized Navigation
🎨
Customizable Plans
📊
Enhanced
Product Grid
🤝
Comfortable
Subscription Plans
✅
Under Accessible
Guidelines
⚙️
Optimized Navigation
🎨
Customizable Plans
Novel Feature Ideation
Novel Feature Ideation
Subscription Based Virtual
Dental Consultations
Subscription Based Virtual
Dental Consultations
Subscription Based Virtual
Dental Consultations
The Subscription-Based Dental Consultations service offers subscribers access to Dental consultations with licensed professionals for oral health advice and guidance. It provides users with a convenient and cost-effective way to receive ongoing dental support.
The Subscription-Based Dental Consultations service offers subscribers access to Dental consultations with licensed professionals for oral health advice and guidance. It provides users with a convenient and cost-effective way to receive ongoing dental support.
Monthly Subscription
~ Customers will get 1 Free In-Person Visit or Virtual Dental Consultation with the Monthly Subscription Plan Upgrade.
Family Subscription
~ 1 Free Dental Consultation in the 3 Month Family Plan upgrade.
(Customers can choose either 1 In-Person Visit or 1 Virtual Consultation)
~ 2 Free Dental Consultation in the 6 Month Family Plan upgrade.
(Customers can choose either In-Person Visit or Virtual Consultation)
Monthly Subscription
~ Customers will get 1 Free In-Person Visit or Virtual Dental Consultation with the Monthly Subscription Plan Upgrade.
Family Subscription
~ 1 Free Dental Consultation in the 3 Month Family Plan upgrade.
(Customers can choose either 1 In-Person Visit or 1 Virtual Consultation)
~ 2 Free Dental Consultation in the 6 Month Family Plan upgrade.
(Customers can choose either In-Person Visit or Virtual Consultation)
Monthly Subscription
~ Customers will get 1 Free In-Person Visit or Virtual Dental Consultation with the Monthly Subscription Plan Upgrade.
Family Subscription
~ 1 Free Dental Consultation in the 3 Month Family Plan upgrade.
(Customers can choose either 1 In-Person Visit or 1 Virtual Consultation)
~ 2 Free Dental Consultation in the 6 Month Family Plan upgrade.
(Customers can choose either In-Person Visit or Virtual Consultation)
XYZ Statement
XYZ Statement
“At Grin we help customers simplify their daily oral care rituals by providing eco friendly, innovative and clinically better oral care products through subscription benefits.”
“At Grin we help customers simplify their daily oral care rituals by providing eco friendly, innovative and clinically better oral care products through subscription benefits.”
WHAT
WHAT
WHAT
Problem Statement
Problem Statement
Limited access to affordable, expert dental consultations. Grin identified this as a significant issue and responded by focusing on providing personalized, expert guidance, addressing a fundamental gap in the market.
Limited access to affordable, expert dental consultations. Grin identified this as a significant issue and responded by focusing on providing personalized, expert guidance, addressing a fundamental gap in the market.
In the vast market of oral care, a crucial gap existed, leaving individuals with limited access to consultations with seasoned dental professionals. The challenge wasn't just about the cost; it was about the accessibility to expert guidance that could address specific oral health needs.
In the vast market of oral care, a crucial gap existed, leaving individuals with limited access to consultations with seasoned dental professionals. The challenge wasn't just about the cost; it was about the accessibility to expert guidance that could address specific oral health needs.
WHO
WHO
WHO
Target Users
Target Users
Anyone seeking convenient, cost-effective dental consultations. This innovation feature will cater to a diverse audience with varying oral health needs.
The primary audience will be adults of all ages, but possibly with a focus on young adults and families.
Anyone seeking convenient, cost-effective dental consultations. This innovation feature will cater to a diverse audience with varying oral health needs.
The primary audience will be adults of all ages, but possibly with a focus on young adults and families.
WHY
WHY
Value Proposition
"We help our product subscribers to prioritize their oral health by providing convenient and affordable access to licensed dental professionals through subscription-based dental consultations."
"We help our product subscribers to prioritize their oral health by providing convenient and affordable access to licensed dental professionals through subscription-based dental consultations."
Customer Benefits
📦
Convenience
💸
Affordability
🌐
Accessibility
Customer Benefits
📦
Convenience
💸
Affordability
🌐
Accessibility
Company Benefits
📈
Predictable Revenue
⚔️
Competitive Edge
❤️
Customer Retention
Company Benefits
📈
Predictable Revenue
⚔️
Competitive Edge
❤️
Customer Retention
Final Screens
Final Screens
2025 Anirudh Kolakaleti
2025 Anirudh Kolakaleti
2025 Anirudh Kolakaleti
Available for a full-time position
Available for a full-time position
Available for a full-time position
Made with care and lots of caffeine
Made with care and lots of caffeine