Project Overview
Roxana Aesthetics Clinic, a premium wellness brand specializing in non-invasive body, skin, and hair treatments, engaged me to completely overhaul their digital presence. The previous website lacked clarity, mobile responsiveness, and did not reflect the high-touch, clinical quality of their in-person services.
The goal was to design a corporate-yet-commercially effective website that balanced the brand’s professional medical reputation with the needs of end users seeking aesthetic solutions. Core requirements included showcasing treatment information with before-and-after visuals, introducing expert practitioners with trust-building content, and enabling seamless online appointment booking and expert consultations.
My Role & Contribution
As a freelance UX/UI Design Consultant, I led the project end-to-end in direct collaboration with the clinic owner. I was responsible for strategic UX planning, research, and design execution—from understanding user psychology to building journeys that convert.
- Conducted in-depth product and competitor research, benchmarking leading clinics in the UAE, UK, and Europe to understand best practices in user engagement, booking flows, and service presentation.
- Facilitated UX workshops with the client to align on business goals, unique selling points (USPs), and key differentiators.
- Interviewed existing customers and front-desk staff to understand the pain points in appointment booking and pre-visit information gaps.
- Developed three primary user personas, including; Appearance-conscious professionals seeking regular treatments, First-time visitors concerned about practitioner credibility, Returning users looking for post-care consultation.
- Created a comprehensive Information Architecture (IA) that streamlined complex service categories (e.g., skin, body, hair treatments) into a digestible structure with strong internal linking for SEO.
- Mapped out customer journeys for multiple use cases; Book a Consultation, Learn About Treatments, Meet Our Doctors, View Before & After Results.
- Designed conversion-focused user flows for appointment scheduling and consultation requests, reducing friction and emphasizing trust signals.
- Developed wireframes for homepage, service detail pages, doctor profile pages, and booking workflows.
- Designed interactive prototypes to validate user flows before moving to high-fidelity UI.
- Paid close attention to trust-building micro-moments, such as integrating success stories, verified reviews, certifications, and practitioner experience timelines.
- Crafted a visual design system that merged medical professionalism with a luxurious, calming aesthetic—focusing on clean typography, soft color palettes, and human-focused imagery.
- Designed responsive layouts optimized for both desktop and mobile users, with clear CTAs and conversational interfaces for booking and inquiries.
- Collaborated with the developer to ensure pixel-perfect handoff and implementation of all design elements.
- Introduced a smart, multi-step booking interface allowing users to; Choose a treatment, Select a preferred doctor, Pick a time slot, Add post-treatment follow-up options.
- Integrated contextual support like FAQs, pre-treatment requirements, and post-care advice to reduce call center dependency.
Impact & Outcome
- Bounce rates dropped significantly, especially on mobile, thanks to improved navigation and page speed optimization through structured design.
- Appointment bookings increased by 40% within the first 8 weeks of launch.
- Users reported increased trust and confidence in booking after exploring doctor profiles and seeing real client transformations.
- The client received overwhelmingly positive feedback and began using the site as a core business development tool, even referencing it during in-clinic consultations.
Reflection
This project was a strong example of how user-centered design can bridge business credibility with customer empathy. By crafting an experience that felt both clinical and caring, we positioned Roxana Aesthetics as not just a service provider—but a trusted wellness partner.