Oris Dental
From fragmented experience to a unified care platform. How Oris Dental modernised its digital presence across three Nordic countries.
With ambitions to become Scandinavia’s leading dental chain, Oris Dental faced a complex digital landscape, shaped by rapid growth, disparate technical systems, and varying market conditions. Äventyret was commissioned to unite the group’s digital presence into a shared, future-proof platform. The result: a living, scalable, and human-centred solution that bridges business strategy, technology, and patient experience.
Growing pains
Oris Dental was founded in 2016 with a clear vision: to bring the best dental care in Scandinavia under one roof. Through rapid growth — both organic and through acquisitions — the group had established itself in Norway, Sweden, and Denmark. But growth brought challenges: different patient record systems, technical solutions, brand expressions, and editorial workflows. In some cases, there was no functioning website at all.
What was missing was a shared digital foundation that could sustain long-term brand building while supporting the day-to-day needs of local operations. Any solution had to account for:
Compliance
Different legal frameworks around patient data (e.g. GDPR and national requirements)
Patient records
Differing technical conditions in each country
Training
Editors with varying levels of digital experience and resources
Trust
A brand in development that needed a clear, consistent identity
Mapping and insight
Our first step was to build a shared understanding of the current state and the target vision. We conducted workshops, interviews, and technical mapping across all three countries. It quickly became clear that a fully uniform solution was neither realistic nor desirable. The key was creating a flexible architecture that could:
Flexible
Meet local needs without fragmenting the whole
Consistent
Deliver a consistent patient experience regardless of country
Powerful
Support editorial work with smart tools and clear frameworks
A key lesson was the importance of involving editors early. By understanding their day-to-day challenges — managing clinic information, service descriptions, and opening hours — we were able to design a platform that not only looked good, but actually worked in practice.
Function, feel, and flexibility
With a clear ambition to combine professional credibility with human warmth, design carried much of the experience. The UX design was built around accessibility, clarity, and clear guidance: book an appointment, find a clinic, understand your care. By working component-based within a shared design system, each market could both adapt and reuse — without breaking the whole.
The design team paid particular attention to translating the human encounter of the clinic into a digital environment. It was about more than colour and form — tone of voice, image selection, and micro-interactions were all essential to creating the sense of trust that Oris wanted to convey.
The interface was built as a headless solution, with WordPress as the content engine and a modern Next.js frontend providing control over performance, structure, and accessibility. This setup enabled a fast, accessible, and robust interface — while editors could continue working in a familiar environment.
Scalability, robustness, and control
To meet high demands for reliability and development pace, the platform was built on a containerised architecture (Docker/Kubernetes) within Azure. The solution was designed to isolate individual sites while sharing code, components, and operational infrastructure.
Centralised monitoring and CI/CD pipelines provided delivery stability and fast feedback on errors. The technical infrastructure also allowed for automatic scaling during traffic peaks — for example during campaigns — ensuring good performance even under pressure.
This technical foundation meant the platform could grow alongside the business — adding new features and new markets — without needing to be rebuilt from scratch.
Seven sites across three countries
Project Manager, Äventyret
Navigating complexity
The scope and complexity of the project required clear governance from the client side as well. Internal product ownership played a decisive role in translating strategic goals into concrete requirements — and holding firm on priorities when new requests arose.
A deliberate choice was to let the Norwegian site serve as the clear target image for other markets. This created focus and made decision-making easier, while still leaving room to work agile on bounded side tracks — campaign sites or local features — without losing direction in the whole.
By working closely with both the technical team and leadership, product ownership was able to balance short-term needs with long-term impact, and anchor solutions in the organisation’s operational and communicative daily life.
Implementation across three markets
We launched the platform in stages, starting with Norway, followed by Sweden and then Denmark. Each market required:
Legal
Adapting to local legal requirements (e.g. cookie handling, patient data storage)
Localisation
Tailoring content and functionality
Support
Training editors and preparing support materials
Despite differences between markets, we maintained a shared codebase and a consistent design expression. Our approach was built on close collaboration with both group management and local teams — and an openness to revisiting solutions whenever reality required it.
Impact across dimensions
The effects were visible quickly after launch:
For patients
Easier to find and book, greater trust, clearer information
For editors
Greater control, reduced dependency on external resources, higher quality
For the brand
Increased recognition, unified tone of voice, strategic support for expansion
For the group
Lower development and operational costs, better governance and oversight
SEO improvements led to higher traffic and more bookings. The platform became not just a window to the outside world, but an internal tool for culture-building, capability development, and operational efficiency.
Reflections and insights
Building a digital platform for an organisation in strong growth requires more than technology. It requires attentiveness, patience, and the ability to handle complexity without losing momentum. We learned that:
Robust
A strong framework creates security — but must accommodate variation
User-driven
Early and ongoing user involvement is essential
Strategic
Strategic flexibility matters more than perfection in the first release
Oris Dental is now equipped for continued growth. The platform is not a finished product, but a living structure that can grow, change, and adapt. Our role as a partner has been to build both the foundation and the trust that makes it possible.
Facing a similar challenge?
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