That is the work. What it costs is published, before any call.
ConceptStudio concept: a fictional business we invented to work through a real Ontario problem. No client, nothing shipped, nothing measured.How we use AI
Studio concept · fictional businessWhat this means
Studio concept: a fictional business we invented to work through a real Ontario problem. No client, nothing shipped, nothing measured. How we use AI
What actually happens at my first visit?
A clinic for people who have put off the dentist for years. We designed the site around the question they will not ask out loud, and let them book without a phone call.
- Business
- Ellery Quiet Dental (fictional)
- Sector
- Dental clinic
- Town
- Mississauga
- Disciplines
- Content design, UX, UI, Booking prototype, Art direction
- Type
- Figtree and Atkinson Hyperlegible Next
- Status
- Studio concept · nothing shipped
Now is a colour, never an alarm.
Seafoam marks the moment you are in and nothing else; it is never used for a warning or for text. The marker glides between moments in 320 ms and never blinks. The live row, at 2.2 times its size.
Try it: see what the first visit is like, pick a procedure price, book quietly
The working prototype, native on this page: keyboard and touch, no iframe. Nothing is sent.
It never asks for
- Health history, conditions or medications
- The reason for the visit
- Date of birth
- OHIP, insurance or policy numbers
- A phone call
Prototype — nothing is sent. A studio concept, not a real clinic.
Tue 13 Oct, 9:30 to 10:30
The hour, as it happens.
No needles and no drilling at a first visit. Tap a moment to see it; the marker shows where you are.
Want this working on your site?We start with a free written Redline of the site you have.
Request a RedlineThe five prices, framed in the waiting room
The same five lines the site publishes hang on the wall, and the one message a patient gets before the visit says nothing about their health. The clinic, its prices and its times are invented.
Three decisions, as redlines
What we would strike from the usual clinic site, what we put in its place, and why. The clinic, its prices and its times are invented.
Decision 1: The first visit is a timetable, not a promise.
Most clinic homepages lead with a booking button and a line about gentle care. Gentle is an adjective; nobody can picture it. We replaced it with the hour itself: eight moments from 9:30 to 10:30, each with what happens, what you will hear and who speaks. The same timetable runs on the reception tablet and on the monitor in the room, with a now marker and a way to stop, so the visit matches what the site said.
Your first visit, minute by minute: 9:30, you arrive. Nothing about your health is asked at the desk.
The hour as eight moments on a rail; the live component, shown with three of them. Decision 2: Five prices are published, with what moves them.
An unpublished price is one more unknown, and the person deciding is already holding several. We published five common procedures, before insurance, each with what is included and what makes it cost more. Three are marked “from”, and the page says that anything beyond them is quoted in writing before work starts. The same five lines hang, framed, in the waiting room.
Cleaning $160. Filling from $180, plus each extra surface. Quoted in writing before we start.
Prices, per procedure, before booking. Rendered screen, concept. Decision 3: Book quietly asks for a name and one way to reach you.
The booking takes a first name, a mobile number or an email, a time, and optional room settings such as headphones or a low light. It never asks about health, the reason for the visit, a date of birth or an OHIP number. The health conversation happens in the room. A form that holds no health information has none to secure, and nobody has to explain their fear to a text box.
First name, and how should we reach you? That is all.
Book quietly: a first name and one way to reach you. Rendered screen, concept.
The system: calm, legible, unhurried
A friendly geometric display face and a typeface drawn for low vision, harbour blue for action, seafoam only for now. Studio concept.
The hour, as it happens.
FigtreeHeadings and times; 650 weight
Atkinson Hyperlegible NextEvery line a patient reads
- Harbour#1F3C88
- Night#14213D
- Seafoam#CDEBDF
- Mist#EEF3F8
Limits- An invented business; no client commissioned it.
- The prototype has not been tested with users.
- Speed and accessibility figures are targets, not measurements.
The limits
- Ellery is invented. Nobody has used this site, and nothing on this page was measured.
- The booking is simulated in the prototype; nothing is sent and no appointment exists.
- Prices and times are illustrative. A real clinic would publish its own, checked against its fee guide.
- The screens are our renders of the prototype.
What we did not do
- A medical-history form to fill in before the visit
- A live-chat bubble that opens on every page
- Close-up photographs of smiling teeth
- “Only 2 times left this week” countdowns
Run a dental or health clinic?
Send us your site and we will show where an anxious patient stops reading.