Beauty Spa Startup — Marketing Website

Overview

LUMISKIN is a beauty spa startup founded by a solo entrepreneur. Before the website launched, the business had no digital presence — all service information was communicated manually, and bookings were handled offline. The founder needed a way to establish her brand online and convert first-time visitors into paying customers with minimal friction.

Problem：

Without a digital platform, potential customers had no way to discover services, compare options, or book on their own. This created a bottleneck for the business and made it hard to scale beyond word-of-mouth.

Research：

I started by working closely with the founder to understand her business goals, target audience, and brand vision. Through our conversations, a few key insights shaped the direction:

• Her clients ranged from skincare enthusiasts to complete novices — the site needed to educate, not just sell

• Trust and aesthetics were critical; the brand needed to feel premium and calm before a customer would commit to booking

• The booking process had to be simple enough to complete without any assistance

I also reviewed how comparable spa and wellness businesses presented their services online, identifying common patterns and gaps — particularly around how services were described and how easily users could move from discovery to booking.

My Role：

I was the sole designer on this project, working directly with the founder from concept to launch. My responsibilities included defining the information architecture, designing the end-to-end service discovery and booking flow, building the visual system to reflect the brand's clean and calming aesthetic, and collaborating with development to ensure a smooth handoff.

Design Goals:

• Help first-time visitors quickly understand what services are offered

• Build trust through visual consistency and a calm, premium aesthetic

• Make the booking process straightforward enough to complete without assistance

Design Process：

The design process focused on structuring information first, then translating it into a clear and intuitive interface：

Structuring the Service Experience：

Since there was no existing structure, I first defined how services should be organized.

I introduced a consistent model where each service includes:

• Clear naming

• Key benefits

• Duration

• Pricing

This allowed users to easily scan and compare options without needing to read everything in detail.

Designing the Interface:

The interface was designed to support quick scanning and visual clarity.

• Services are presented in a grid layout for easy comparison

• Visual hierarchy emphasizes key information

• Consistent card patterns improve usability and recognition

The website is launched, you can view it here: View live website

Supporting Decision-Making:

To support decision-making:

• Key details (price, duration, type) are surfaced upfront

• Descriptions are concise and easy to understand

• Visual cues help users quickly differentiate between services

This reduces uncertainty and helps users choose with confidence

Booking Flow

The booking experience was designed to be simple and guided.

• Clear call-to-action from each service

• Minimal steps to complete the booking

• Reduced friction between browsing and scheduling

The goal was to create a seamless transition from interest to action.

Outcome

The site launched in 2022 and has been running for 3 years. Since launch, all customer bookings come exclusively through the website — the founder no longer handles any bookings manually. The business sees appointments nearly every day and has built a strong base of returning customers. Clients consistently describe the site as beautiful, on-brand, and easy to navigate.

The final website reduced manual scheduling, improved clarity around services and pricing, and provided a scalable foundation for future marketing efforts.

View live website