Project Scope
The objective of this project was to redesign the CoolSculpting® website to better communicate the brand’s value proposition, educate users about the treatment, and drive higher engagement and conversion. CoolSculpting® is a leading non-invasive fat reduction treatment, and the website serves as both a marketing and educational platform targeting individuals seeking body contouring solutions. The updated design aimed to deliver a more emotionally resonant experience, clearly explain treatment options and results, and support key business goals such as clinic locator usage and newsletter sign-ups.
Design Process
The redesign process began with a deep analysis of the brand, competitor landscape, and target user behaviours. Through stakeholder workshops and user journey mapping, we identified critical pain points, such as information overload, inconsistent visual tone, and low interaction with call-to-action areas. I led the UX/UI strategy, starting with wireframes that prioritised storytelling, visual proof, and simplified navigation. We introduced new content modules including patient testimonials, animated before-and-after comparisons, and clearer CTAs to explore treatments or locate a clinic. The visual direction shifted to a more vibrant and confident tone, with a colour palette and photography that reinforced body positivity and clinical trust. All components were designed responsively and optimised for SEO and conversion metrics.
We audited existing screens and defined core UI elements, focusing on buttons, input fields, form components, layout grids, and visual language. Moodboards were created to align the design direction with brand identity and competitor insights. A comprehensive component library was developed in Figma and Sketch, with consistent styling for typography, colour schemes, spacing, and iconography. Storybook was integrated to provide interactive documentation, ensuring developers could access and implement the components effectively. Throughout the project, I collaborated closely with the development team to ensure the system remained practical and usable across engineering environments.
Results
The redesigned website successfully aligned the brand's messaging with user expectations, creating a smoother and more persuasive user journey. For improving engagement metrics “Find a Clinic” section was a remarkable addition. The new design also provided greater clarity around treatment benefits. New design had more approachable tone, modern aesthetic, and clearer navigation and potential for enhancing the overall experience.
