Overview

Project Type: Website Redesign

Goal: Increase online appointment bookings, unify multiple clinic locations into a seamless browsing experience, and highlight key services.

Target Users:

• Patients (25–65 years old): Looking for skincare treatments, trustworthy dermatologists, and easy appointment booking.

• Dermatologists: Professionals whose credibility and expertise needed to be showcased.

Research & Discovery

I collaborated directly with the clinic manager to understand current challenges.

Key insights from discovery:

• Users often struggled with booking appointments online.

• Multiple location pages caused confusion and increased bounce rate.

• Visitors wanted to easily browse treatments, view results, and read patient reviews in one place.

• Competitor sites leaned heavily on strong imagery and simplified booking flows, which became a benchmark for this redesign.

Personas

Persona 1: Maya (32, Working Professional)

• Wants quick access to treatment info.

• Prefers mobile-friendly booking.

• Motivated by trust signals (reviews, before/after photos).

Persona 2: Rahman (55, Retired Professional)

• Wants clear details about treatments and doctors.

• Needs straightforward navigation.

• Prefers easy-to-read, trustworthy design.

User Flows

I identified four critical user flows:

1. Book a Consultation: Homepage → Select service → Choose doctor → Fill booking form.

2. Explore Treatments: Homepage → Treatments page → Detailed service info → View gallery.

3. View Results: Homepage → Gallery/Before & After → Filter by treatment.

4. Read Reviews: Homepage → Testimonials section → Filter by treatment/doctor.

Wireframes

• Low-fidelity sketches were developed first to map the layout.

• Focused on placing booking CTA prominently and consolidating all clinic locations on the homepage.

• Iterated wireframes into mid/high-fidelity prototypes before final UI.

Final Design

Visual Direction:

• Premium, minimal, and luxurious.

• Built trust through clean white space, modern typography, and medical-inspired accents.

• Maintained alignment with the parent brand’s theme, but applied unique elements to differentiate Zo Skin Center.

Key Screens:

• Homepage: Unified entry point highlighting services, locations, and appointment booking.

• Treatments Page: Structured grid with service descriptions and direct “Book Now” CTAs.

• Doctors Page: Professional profiles showcasing credentials and experience.

• Booking Form: Simplified step-by-step form optimized for mobile.

• Reviews Page: Authentic patient testimonials with filtering.

• Gallery: Before & After results in an organized, trust-building format.

• Contact Page: Consolidated locations with maps and seamless navigation.

Outcomes

Since this is a redesign project, the expected outcomes included:

• Improved usability: Easier booking and location browsing.

• Reduced confusion: All locations accessible directly from homepage.

• Increased trust: Stronger focus on results, reviews, and doctors.

• Visual upgrade: Premium and medical-luxury look, aligned with brand identity.