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Sk;n
Disiplines
UX / UI
React Native
App
Website
Branding
Project Type
Brand Positioning
Website Design
Online Booking System
Overview
sk:n Clinics is the UK’s leading skin clinic brand, with over 70 clinics nationwide. At the time of the project, the digital experience was significantly misaligned with the high-quality, reassuring in-clinic experience, and drop-off rates during the online booking process were extremely high. I led the brand and digital transformation to create a more authentic, customer-focused experience across all touch-points.
Challenge
The key challenge was to rebuild trust and reduce friction across the digital booking journey. The existing experience felt overly technical and intimidating, which contributed to user drop-off and failed to reflect the care and expertise delivered in-clinic. The brand needed to communicate with clarity and empathy while supporting complex booking requirements.
Approach
I led a series of strategy sessions with key stakeholders across sk:n to identify booking pinch points and understand operational constraints. The brand was repositioned by refining messaging to feel more human and authentic, before embarking on a full website and booking journey overhaul.
User journeys and sitemaps were created to clarify pathways, followed by sketches and scamps to explore layout and flow. These concepts were then translated into high-fidelity wireframes that aligned brand, UX, and business needs.
Solution
The project delivered:
A repositioned brand with clearer, more authentic messaging
A comprehensive brand book to guide tone, visuals, and application
Photography direction that humanised the brand and built trust
A redesigned website aligned with the in-clinic experience
A simplified, user-first online booking process designed to reduce drop-off
Outcome
The redesigned sk:n Clinics digital experience brought the brand closer to its customers, aligning online and in-clinic touch-points. The improved booking journey reduced friction, strengthened trust, and created a calmer, more intuitive experience that better supports patients at every stage of their journey.
