Streamlining the insurance verification process for small dental offices through automated systems and a cleaner onboarding experience. A full product and brand evolution connecting strategy, design, and operational automation.
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DIVA emerged as a spin-off within the DentalRobot ecosystem to provide insurance verification software for small dental offices across the U.S. The product foundation was solid, but the brand lacked structure in onboarding, pricing, and commercial flow. Manual processes and limited system capacity were creating bottlenecks that slowed down user activation and made affiliate management unscalable.
Working alongside the DentalRobot design and systems team, I led the product design and strategy side while the engineering team handled technical implementation.
I defined the end-to-end onboarding process, designing smart forms and automated waitlist flows that reduced friction from the first touchpoint.
Together we implemented affiliation and partner programs, with me owning the design of the referral structure and the team building the backend logic to support it.
I designed the multi-layered portal covering clients and affiliates, integrating tutorials, resources, and support content into a coherent experience.
In close collaboration with the systems team, we delivered custom dashboard screens and MVP features based on real client feedback, iterating quickly between design and development.
I also led the marketing and web automation work across SEO, mailing, and analytics to streamline lead qualification and reduce manual work on the commercial side.
Several manual processes migrated to automated workflows using low-code tools and form integrations.
Onboarding friction reduced, freeing up approximately 40% of the systems team's time.
Scalable foundation established for the affiliate and client support ecosystem.
MVP dashboard delivered to production, aligned with real client use cases and feedback.
Brand perception strengthened and operational readiness improved ahead of the public launch.
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