Aspen Dental — App (Home)
Every Aspen app Home concept, consolidated into distinct directions. Same Warby × Tantrum DNA, glass tab bar, no cost/balance/insurance-eligibility on Home. 15 built options → the directions below.
Demonstration concepts for review — not a live Aspen Dental property. Imagery labeled concept/demo; final needs approved brand photography. Every option keeps its full render + live page.
At a glance — what makes each direction different
| Direction | Hero strategy | Home / page structure | Brand-palette emphasis | Distinctive move | Best for |
|---|---|---|---|---|---|
| Faithful Editorial Port (the DIK5 web treatment as app Home) LeadThe only direction that ports the approved Warby-editorial web Home 1:1 into the signed-in app — 'breaking down barriers' hero block, proof strip, service rows and quiz all present in web order — where every other direction reorders or replaces that spine. | Editorial photo hero with copy off-image: Besley greeting + 'breaking down barriers to access' block + single book-an-appointment CTA. | Hero -> next-visit card -> proof strip (1,100+ offices / dentists today / every smile welcome) -> 'what can we help with?' service rows -> navy quiz band; opt-02 is the guest-state variant, opt-07 compresses the hero and promotes the proof band. | Cream ground, navy type, sage proof band, one #1743D7 CTA — the web palette untouched. | Web-to-app continuity: the app Home IS the approved web treatment, so brand reads identically across surfaces. | Lowest-risk pilot; stakeholders who already signed off the DIK5 web direction and want one DNA everywhere. |
| Even Today — emergency convenience leadsThe only direction that opens with pain-now urgency — a navy 'in pain right now? get relief without the wait' same-day card with next-opening time chips above everything else, versus leads built on editorial, a scheduled visit, or a person. | Urgency hero: 'dental care when you need it — even today' + navy same-day-care card with book-today / call-my-office CTAs (no cost anywhere). | Emergency/convenience block first -> next-openings chips -> proof stats -> care team -> service rows -> quiz; opt-A is the same play on the original-board DNA (navy 'Need care today?' card up top). | Navy #0F1F35 card dominant up top for urgency contrast against cream; blue CTA rationed inside it. | Frames the brand's 'even today' barrier-breaking promise as the literal first interaction, with live next-opening times. | Conversion-first: new/lapsed patients and emergency-driven acquisition, where same-day access is Aspen's sharpest value prop. |
| Next Visit Forward — the patient's command centerThe only direction where a large NEXT VISIT card (time, office, confirm/check-in + directions) is the functional hero of Home — editorial demoted to a supporting photo — treating the app as a logged-in utility rather than a brand canvas. | Besley greeting + real-patient photo over a cropped brand-A, then the NEXT VISIT card with one #1743D7 confirm CTA carrying the screen. | Greeting -> photo moment -> NEXT VISIT card (confirm / directions, no cost) -> care-team row -> service rows; opt-03 drops straight from greeting to the visit card. | Cream + sky-blue photo plate; single action blue reserved for the visit CTA (strict one-CTA discipline). | Own-the-A brand crop behind a real smiling patient (Real Smiles) fused with appointment utility — warmth AND function in one fold. | Existing patients with upcoming appointments; maximizing confirm/check-in rates and reducing no-shows. |
| Care-Team Forward — relationship and continuity leadThe only direction that leads with a person, not a task or a photo spread — a 'Your dentist · Available today' provider row sits first, selling an ongoing relationship where next-visit sells an appointment and even-today sells speed. | Provider photo row leads ('Dr. — Your dentist · Available today'); editorial hero follows as support. | Care-team row first -> editorial hero -> visit utility -> service rows; opt-E is the always-on 'care that keeps up' continuity framing of the same relationship-first idea. | Cream-dominant with powder-blue availability chips; navy for names/authority; blue CTA rationed. | Availability-badged real provider as the hero object — human continuity as the differentiator no retail-dental app leads with. | Retention and trust: recurring patients, markets where the dentist relationship (not the chain) drives loyalty. |
| Everything In One Place — services are the navigationThe only direction where the service taxonomy itself is the spine of Home — a full-height powder-plate row list (get relief / keep my smile healthy / replace missing teeth / improve my smile / my plan / find care) IS the page, versus rows as a lower supporting band elsewhere. | No dominant hero: a compact greeting, then the service row/tile system takes the fold. | Greeting -> service rows as primary nav (opt-05) or quick-action tile grid incl. an Emergency-care tile (opt-C) -> visit utility below. | Powder/sky plates on cream do the visual work; navy reserved for the emergency tile (opt-C); blue only on row chevrons/CTA. | Home doubles as the IA — every treatment and task is one tap from cold open, no scrolling past brand storytelling. | Task-driven users and breadth-of-service messaging; when the review priority is 'nothing is more than one tap away'. |
| Dream Stream Wedge — the smile quiz is the heroThe only direction with an interactive product as the hero: the 'two minute quiz' selfie smile-preview card opens the app, making aspiration — not access, utility, or people — the lead emotion. | Smile-preview quiz card as hero: 'upload your selfie and see your new smile — before you ever sit in a chair' + take-the-quiz CTA + numbered 1-2-3 steps. | Quiz hero card -> barriers copy band -> proof stats -> today/next-visit -> service rows -> navy find-an-office band. | Cream card with dusty-pink 'smile preview' chip and sky callout; single blue CTA on the quiz. | Turns the Dream Stream quiz from a footer band (where every other option keeps it) into the reason to open the app. | Top-of-funnel engagement and cosmetic/implant interest capture; younger or image-motivated audiences. |
| Photo-Forward Editorial — oversized image, minimal everythingThe most premium/restrained direction: an oversized editorial photo tile plus one Besley line and maximal whitespace, stripping proof strips and utility cards out of the first fold entirely — the opposite pole from services-as-nav density. | Oversized editorial photo tile + a single Besley serif line; one CTA, nothing else competes. | Giant hero -> single CTA -> sparse sections with generous whitespace; opt-D is the same single-CTA whitespace discipline on the original board. | Cream field maximized, navy type minimal, one #1743D7 CTA as the only saturated element. | Confidence-by-restraint: photography and the Besley voice carry the brand — closest to true Warby/premium-retail minimalism. | Brand-elevation reviews; proving Aspen can feel premium without losing the value voice. |
| Warm Cream — Tantrum-adjacent temperature shiftThe only palette-led direction: the same editorial skeleton re-temperatured — dusty-pink eyebrow rules, a full-bleed pink 'comfort isn't an extra' promise band, softer voice ('let's keep it simple') — warmth as the variable, not layout. | Editorial hero under a dusty-pink-accented Besley greeting ('good morning, sam — let's keep it simple'). | Greeting -> hero -> 'care without the barriers' block -> service rows -> next-visit -> pink promise band -> care team -> quiz. | Cream-dominant + dusty-pink editorial accents doing real section work (promise band, eyebrows, bullets); blue CTA still singular. | Uses the Tantrum dusty-pink as a structural section color, not just an accent — the softest, most hospitality-toned read of the set. | Testing how far the Tantrum warmth can go; anxiety-reduction positioning and comfort-first messaging. |
The directions in detail
Faithful Editorial Port (the DIK5 web treatment as app Home) Recommended lead
The only direction that ports the approved Warby-editorial web Home 1:1 into the signed-in app — 'breaking down barriers' hero block, proof strip, service rows and quiz all present in web order — where every other direction reorders or replaces that spine.
01 · Faithful Port Best exemplar
02 · Guest Home
07 · Proof / Credibility
Even Today — emergency convenience leads
The only direction that opens with pain-now urgency — a navy 'in pain right now? get relief without the wait' same-day card with next-opening time chips above everything else, versus leads built on editorial, a scheduled visit, or a person.
09 · Even Today Convenience Best exemplar
A · Even Today
Next Visit Forward — the patient's command center
The only direction where a large NEXT VISIT card (time, office, confirm/check-in + directions) is the functional hero of Home — editorial demoted to a supporting photo — treating the app as a logged-in utility rather than a brand canvas.
B · Real Smiles Best exemplar
03 · Next Visit Forward
Care-Team Forward — relationship and continuity lead
The only direction that leads with a person, not a task or a photo spread — a 'Your dentist · Available today' provider row sits first, selling an ongoing relationship where next-visit sells an appointment and even-today sells speed.
04 · Care-Team Forward Best exemplar
E · Care That Keeps Up
Everything In One Place — services are the navigation
The only direction where the service taxonomy itself is the spine of Home — a full-height powder-plate row list (get relief / keep my smile healthy / replace missing teeth / improve my smile / my plan / find care) IS the page, versus rows as a lower supporting band elsewhere.
05 · Service Rows Spine Best exemplar
C · Everything, one place
Dream Stream Wedge — the smile quiz is the hero
The only direction with an interactive product as the hero: the 'two minute quiz' selfie smile-preview card opens the app, making aspiration — not access, utility, or people — the lead emotion.
06 · Dream Stream Wedge Best exemplar
Photo-Forward Editorial — oversized image, minimal everything
The most premium/restrained direction: an oversized editorial photo tile plus one Besley line and maximal whitespace, stripping proof strips and utility cards out of the first fold entirely — the opposite pole from services-as-nav density.
08 · Photo-Forward Editorial Best exemplar
D · No Barriers
Warm Cream — Tantrum-adjacent temperature shift
The only palette-led direction: the same editorial skeleton re-temperatured — dusty-pink eyebrow rules, a full-bleed pink 'comfort isn't an extra' promise band, softer voice ('let's keep it simple') — warmth as the variable, not layout.
