Case study / client redesigns
Daily Skin Clinic + Forma Clinics
Clinic experience systems built around trust and treatment clarity.
Two redesign projects show how clearer hierarchy, responsive patterns and enquiry paths can make complex clinic services easier to assess.
Clinic websites must reduce uncertainty before asking for an enquiry.
Generic service pages made treatments hard to compare and placed calls to action before visitors had enough context to feel confident.
Diagnosis
The recurring friction was hierarchy: visitors met broad claims, duplicated services and inconsistent actions instead of a clear treatment decision path.
Strategic decision
I structured each redesign around the questions visitors ask: what it treats, who it is for, what to expect, why to trust the clinic and what to do next.
Delivery
The work included UX audits, visual redesign direction, responsive component systems, SEO-aware page structures and CRO recommendations.
Redesign projects
Two clinic brands, two distinct trust journeys.
The shared method is consistent; the content, treatment hierarchy and enquiry path respond to each clinic.
Daily Skin Clinic, WordPress redesign
Daily Skin Clinic
What was wrong
Service pages relied on generic language and repeated layouts, making treatment differences and proof difficult to scan.
What I changed
I grouped treatments by visitor need, brought clinician and expectation cues forward, and made enquiry actions consistent.
What I delivered
UX audit, information hierarchy, responsive redesign direction, component rules and SEO-aware service structures.
Observable change
A clearer trust-led hierarchy and a more coherent route from concern to treatment enquiry.
Forma Clinics, UX/UI redesign
Forma Clinics
What was wrong
Complex service information competed for attention and weakened the relationship between concern, treatment and next step.
What I changed
I created a calmer responsive flow with clearer comparison, expectation-setting and action priority.
What I delivered
Journey review, responsive page patterns, visual system direction, treatment content structure and CRO recommendations.
Observable change
A more coherent service decision path across desktop and mobile layouts.
Visual system
Key experience decisions, shown as a connected system.
These visuals explain the design direction. Editorial images are labelled and never presented as client screenshots.
Observable change
From generic service pages to clearer treatment decisions.
Qualitative outcomes are used where approved analytics or operational baselines are unavailable.
Before
Generic hierarchyClaims, services and actions competed without enough decision context.
Decision
Trust-led structureTreatment fit, expectations and proof lead into a consistent enquiry path.
After
Clearer journeysEach redesign gives visitors a more coherent way to assess and act.
Delivered system
A reusable clinic experience system, adapted to each brand.
Shared UX principles keep the work consistent without flattening the differences between clinics.
01
Treatment architecture
Services are grouped by visitor need and supported by clear expectation-setting.
02
Responsive components
Reusable patterns protect hierarchy and scanning behavior across screen sizes.
03
Trust and action
Clinician context, practical proof and enquiry actions appear in a deliberate order.
Feedback
Client feedback, ready for approved quotes.
Each quote needs approved wording, attribution and permission before it becomes public proof.
Approved testimonial copy is pending publication.
Daily Skin Clinic client, quote and attribution pending approvalApproved testimonial copy is pending publication.
Forma Clinics client, quote and attribution pending approvalRedesigning a clinic or service journey?
Build trust through clearer treatment information, responsive structure and deliberate actions.