SkinCeuticals

Direct-to-Consumer Website Redesign and Customer Journey Optimization for a Skincare Brand

SkinCeuticals Cover Image

My roles

Design Direction, UI/UX Design, Prototype, Design System

Timeline & Team

7 months start to finish collaborated with a cross-functional team


Context

SkinCeuticals is the #1 medical aesthetic skincare brand, partnering with top medical doctors to provide advanced, science-backed skincare solutions.

SkinC Context

Process

I collaborated with a cross-functional team and my main responsibilities included establishing the design direction, refining wireframes, converting them into UI designs, and building a design system from scratch in Figma.

SkinC Objective

Research

We conducted user research through surveys, engaging with 750+ unique consumers across 5 countries to gain insights into their skincare experiences.

SkinC Research

Personas

We synthesized the data and developed two personas:

SkinC Personas

Journey Map

We mapped out the key steps in their skincare journey.

SkinC Personas

Ideation

I led two out of three design directions, and one was chosen to guide the entire website redesign.

SkinC Personas

Solutions

Let's see how we bring the site to life.

SkinC UI Deisgn
SkinC UI Design
SkinC UI Design

Usability Testing

We conducted a task-based, online moderated usability test to identify issues before coding.

SkinC UsabilityTest
SkinC UsabilityTest

Design System

I led the creation of a flexible design system from scratch, ensuring it scales across markets and use cases while maintaining SkinCeuticals' elevated and adaptable digital experience.

SkinC Design System

Outcome

Within two weeks of launch, we achieved impressive results, including a 58% average increase in site conversions, a 122% average increase in PDP conversion rates, and a 23% average decrease in bounce rates.

SkinC Outcome

🔍 Curious to see more? I'd be happy to share the full case study—just reach out! 📩


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