INDUSTRY:
BEAUTY
CLIENT:
ALMA
YEAR:
2025
EXPERIENCE:
UX&UI
Alma is a global leader in aesthetic laser and energy-based devices -treating skin, hair removal, and pigmentation. Their flagship product, IQ, is a fast, non-invasive skin scanner that detects issues like pigmentation, wrinkles, and texture, which practitioners then use to build a personalized treatment plan.
My role: Lead Designer
The brief was intentionally open. Beyond the core mechanic — the app receiving skin-scan results and matching them to relevant treatments, plus booking an appointment — nothing else was specified. There was no defined scope for what additional content or features the app should include; the only fixed anchor was the brand's color palette. This meant proposing the direction myself: deciding what belongs in the experience beyond the bare minimum, and shaping it into a coherent product.
the process.
Value proposition & process
The core question we worked through was what added value the app should provide, and what would bring customers back beyond just booking appointments. We wanted a complete experience that starts at the connection between the skin scan results and what happens next — recognizing that the physical laser treatment is only part of the journey; there's a whole process that continues afterward.
Post-treatment & retention strategy
Part of that post-treatment process is matching the customer with cosmetic products for home use, to support and extend the treatment's effect. Based on this, we decided to integrate e-commerce directly into the app, letting customers purchase these recommended products through the company itself — this also aligns with the business, since Alma partners with certain product brands and has a clear interest in promoting them.
Beyond that, we included:
Detailed scan results
Post-treatment care steps
Suggested follow-up treatments
Treatment history
Upcoming/future treatments
A points and rewards system for customers who consistently return for treatments and purchase products through the app
the booking flow.
The flow prioritizes the practitioner over the date: first the user selects the treatment type, then the practitioner — not the date first. This is because there's real value in continuity with the same practitioner, who can track the customer's progress across treatments. Only after that does the user pick an available date/time.
