Transforming Skincare experience
Sequential Skin, a healthtech startup offering personalised skincare recommendations based on microbiome and genetics data, faced usability challenges with its app, including confusing onboarding and overwhelming information. To address this, the app was redesigned to streamline onboarding, improve usability, and enhance information clarity.
Through workshops, design audits, and usability studies, the app was transformed into a user-friendly platform that better aligned with the brand's vision and boosted user engagement.
RESPONSIBILITIES
Led comprehensive requirements gathering and analysis to understand the client’s needs.
Tested the physical kits to evaluate the end-to-end user experience, from sample collection to app submission.
Optimised the onboarding process, ensuring a seamless journey from using the kits to onboarding within the app.
Facilitated feature prioritisation workshops with the client to align product development with business goals.
Conducted design audits and navigation assessments to identify areas for improvement.
Redesigned the app's user interface, rebranded the overall experience, and streamlined navigation for better usability.
Led a usability study to validate the design changes and enhance user satisfaction.
Improved the app’s information presentation, making it more engaging and user-friendly
Problem Statement
CHALLENGE
Sequential Skin’s app suffered from a confusing onboarding process, poor usability, and overwhelming presentation of information, making it difficult for users to engage and understand their skincare insights.
GOAL
The goal was to redesign the app for a seamless user experience, improve onboarding, enhance information clarity, and rebrand the app to boost user engagement and retention.
THE APPROACH & RESEARCH PLAN
Conducted meetings with the client to identify key areas for improvement, focusing on onboarding, usability, and information presentation.
Mapped the entire user experience from physical kit usage to app onboarding, identifying pain points and areas for streamlining.
Facilitated workshops to prioritise features and align product development with business goals, ensuring user and client needs were met.
Performed a detailed audit and analysed user data to pinpoint usability and navigation issues.
Researched competing apps to benchmark best practices in onboarding and user experience, applying insights to improve Sequential Skin’s app.
Led the redesign of the app’s interface, rebranding it to align with the company’s vision while enhancing navigation and user flow.
Conducted usability studies to validate the new design and onboarding process, ensuring improvements were effective.
Streamlined the app’s navigation based on audit results, making the user journey more intuitive and user-friendly.
Collected ongoing feedback from users and stakeholders to iteratively refine the design and ensure alignment with goals.
Implemented the redesigned app, improving onboarding, usability, and information clarity to enhance overall user engagement.
The old design of the app
OUTCOMES AND KEY TAKEAWAYS
Streamlining the onboarding process reduced friction, enhancing user satisfaction and engagement.
User engagement rose by 25%, with users spending an average of 20% more time within the app after usability improvements.
Navigation confusion decreased with users completing key tasks 15% faster due to optimised user flows and clearer navigation.
Adoption of key features (e.g., personalised skincare insights) increased, as the rebranded interface and clearer information presentation made it easier for users to access these features.
Involving stakeholders in feature prioritisation ensured alignment with business goals and streamlined decision-making.
Regularly refining the app based on user feedback significantly improved the overall experience.
