Whitening Laboratory
A teeth whitening brand with a direct-to-consumer store, an Amazon presence, an internal dashboard for the team, and a mobile app for customers tracking their own results. Four products, one stack.
Four surfaces, one product line
Whitening Laboratory sells take-home teeth whitening kits. The product is one thing; the way it reaches a customer is four:
- The direct-to-consumer e-commerce store on whiteninglaboratory.com
- The Amazon marketplace presence, with listings, inventory and orders managed through an automation layer
- The internal operations dashboard the team uses to run all of the above
- The customer-facing mobile app, where users track their own whitening progress over time
Building any one of those well is a project. Building all four so they share data, branding, and operational logic was the actual job.
A direct-to-consumer store that owns the customer relationship
The e-commerce site is the brand's home address. Built on Nuxt.js with server-side rendering for search performance, it carries the kits, the explanatory content, and the conversion path the brand fully controls — pricing, promotions, post-purchase email, the lot. None of it filtered through a marketplace's UI conventions.
Product pages lean on real customer results — the same imagery the mobile app captures (with consent) — because the most convincing argument for a teeth whitening kit is a photo of teeth that got whiter.
Marketplace automations that keep the team out of seller central
Amazon converts well, but its operational tax is real. Listing edits, inventory sync, order ingestion, refund workflows — every one of them lives in a UI built for somebody else's business. Doing the work manually scales linearly with order volume; automating it stops scaling at all.
We built the integration layer between Whitening Laboratory's systems and the Amazon Selling Partner API so listings, stock levels, and orders flow in both directions automatically. New SKUs propagate from the internal dashboard to Amazon. Marketplace orders land in the same fulfilment pipeline as direct orders. Inventory deductions stay consistent across surfaces. The team manages one system instead of two.
One operations view across every channel
The internal dashboard is where the brand actually runs. Direct orders and Amazon orders arrive in the same queue. Inventory shows real numbers, not channel-specific guesses. Customer accounts from the website, app users, and marketplace buyers consolidate into a single view per person where possible.
Built for the operations team, not for a board deck — dense, fast, keyboard-friendly. The interface optimizes for "process the next order" and "answer the next support ticket," because that is what the team is doing all day.
A progress tracker that turns customers into repeat buyers
The React Native app does one thing well: take a photo of your teeth each week and see how far you've come. Dental photography is unforgiving — lighting, angle, and camera quality can swing the apparent result either way — so a guided capture mode uses an overlay template to keep position and exposure consistent week to week.
Photos build a private timeline. Side-by-side and timelapse views are generated on demand, shareable if the user chooses. Push notifications nudge weekly captures and prompt reorders when the kit is running low. Customers who use the app are visibly more engaged with the brand and visibly more likely to buy a second kit.
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