Note: This is more of an entrepreneurial case study than a design project. In the copy, I'll share the journey; while in the images below, I'll show off some of the prettier things related to our software products, since it's not really possible to share all the consulting, protocols, frameworks, workflows & business results we developed in visual short-form.
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Okay! So we co-founded Arthur Intelligence to solve a data-blindness issue in one dental clinic. What followed was an eight-year odyssey dedicated to improving ethical, data-driven decision-making for dental clinics across Quebec; empowering dentists to lead with clarity, confidence, and better serve their patients. Arthur quickly evolved into a broader ecosystem, including a near-360° ethical clinic growth consultancy and an online educational platform for dentist-owners. Over the years, it developed multiple expansion projects like VotreSuccès.com and Évolution Santé (its current umbrella company).

Arthur, and the ecosystem it blossomed into, are about simplifying complexity. How do you make managing a dental clinic more intuitive & efficient? How do you move beyond gut instinct and lead with data-driven insights? Creating Arthur (the chatbot mascot) and a user-friendly, clinic-wide KPI tracking reports was our first multi-year step.

Then, after building Quebec’s most advanced dental analytics app, we used our real-time data access to craft a distinctive, ethics-first approach to clinic growth. Our core belief: ethical leadership isn't just compatible with sustainable growth, it’s essential to it.

Our app was greatly appreciated by dentists who got to spend dramatically less time tracking performance.

We helped clinics dedicated to excellent quality of care grow billings in ranges of $205K to $452K+ (often in under a year) by implementing data-driven protocols & interventions that enhanced patient education, operational efficiency, team experience & patient outcomes.

As a co-founder, my role evolved constantly over the years. In the beginning, our team focused on validating our core hypothesis: that a B2B SaaS analytics app could solve real operational challenges for dental clinics. This involved extensive fieldwork, user research, interviews, and prototyping.

I designed & maintained a scalable design system based on Atomic Design principles and led the 360° design & branding of Arthur and its related projects. In close collaboration with our CEO, I contributed & advised across a broad scope from strategy, marketing, copywriting and exhibits, to methodology and content creation.

As our work in clinic consulting deepened, I created a custom brand strategy framework that helped reposition several key clients: aligning their brand with purpose, vision, and mission, while improving team and patient experience. This led to multiple full rebrands, including visual identity, websites, marketing collateral, and team photos.