SkinCeuticals
Direct-to-Consumer Website Redesign and Customer Journey Optimization for a Skincare Brand
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.
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.
Research
We conducted user research through surveys, engaging with 750+ unique consumers across 5 countries to gain insights into their skincare experiences.
Personas
We synthesized the data and developed two personas:
Journey Map
We mapped out the key steps in their skincare journey.
Ideation
I led two out of three design directions, and one was chosen to guide the entire website redesign.
Solutions
Let's see how we bring the site to life.
Usability Testing
We conducted a task-based, online moderated usability test to identify issues before coding.
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.
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.
