ROLE
UX/UI Web Design

YEAR
2023

The Challenge

Skin Gym had built a strong presence in major US retailers, but their direct-to-consumer website wasn’t updated since their launch. The existing Shopify site lacked cohesion, felt visually dated, and didn’t fully communicate the energy or credibility of the brand. With growing interest in building out their DTC channel, Skin Gym needed a refreshed website that would better reflect their brand, showcase products more effectively, and ultimately drive more online sales.

The Process

Working as a freelance designer directly with the Skin Gym team, I led the full redesign of their Shopify storefront. The goal was to elevate the digital experience while staying true to the existing brand identity.

Using existing brand assets as a foundation, including their colour palette, typography, and playful tone, I introduced a more polished, consistent layout and modernised how brand elements were applied throughout the site.

We focused on improving product storytelling and user engagement, integrating new features like user-generated video content (UGC) on both the homepage and product pages to build trust and social proof. Design decisions were made with conversion in mind, including simplified navigation, stronger visual hierarchy, and clearer calls to action.

The Solution

The redesigned website feels fresh, elevated, and aligned with Skin Gym’s brand presence in retail — while putting a stronger emphasis on user experience and ecommerce performance. Key updates included:

• A restructured homepage with UGC videos

• Enhanced product pages with more engaging visuals and benefit-led copy

• A consistent design system that unified type, colour, and layout across pages

• A mobile-first design approach to ensure smooth performance on all devices

The result

Post-launch, the new website contributed to an uplift in DTC sales and provided Skin Gym with a more credible and compelling online presence. The updated design not only aligned better with their retail success but also gave the internal team a stronger foundation for future content and campaign updates.