Transforming the Skincare Experience: Sequential Skin App Redesign
Redesigning a healthtech startup’s app to streamline onboarding, improve usability, and enhance information clarity — through workshops, design audits, and usability studies that boosted user engagement by 25%.
Personalised skincare, powered by microbiome data
Sequential Skin is a healthtech startup offering personalised skincare recommendations based on microbiome and genetics data. The app faced usability challenges — including confusing onboarding and overwhelming information — that made it difficult for users to engage with their skincare insights.
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.
A product with strong science — but a confusing experience
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
Redesign the app for a seamless user experience, improve onboarding, enhance information clarity, and rebrand the app to boost user engagement and retention.
What I did
I led the end-to-end redesign — from requirements gathering and physical kit testing through design audits, interface redesign, rebranding, and usability validation.
- 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
From discovery to delivery
- 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
Before & after
The old design
Mapping of the existing app
The redesigned experience
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Measurable impact
- 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