Designing confidence: Simplifying choices in aesthetic treatments

PROJECT OVERVIEW:

Client: Doctor Filip

My Role: Digital strategy, information architecture, UX/UI design, content structure and visual direction

Timeline: 2025-2026, Stockholm

INTRO:

DoctorFilip offers aesthetic treatments in a field that can be difficult to navigate. The new digital experience helps visitors understand their options, find treatments based on their needs and take the next step with greater confidence.

CHALLENGE:

Some visitors arrive knowing exactly which treatment they are looking for. Others begin with a concern, a question or a result they hope to achieve.

DoctorFilip’s broad offering needed to support both journeys: providing direct access for informed visitors while helping others understand and compare their options. The challenge was to make the experience easier to navigate without simplifying the expertise behind it.

PROCESS:

Research → Insights

  • Analyzed competitor clinics.

  • Identified confusion around treatment categories and booking flows in current solutions.
    → Insight: Clients need clarity, credibility, and quick access to booking.

Ideation → Concept

  • Structured treatments with filtering by needs/areas.

  • Focus on trust-building through testimonials, imagery, and professional design.

  • Clear calls-to-action leading to booking.

Design → Mockups

  • Minimal, premium look and feel.

  • Mobile-first approach, responsive for desktop.

  • Key screens: homepage, treatment pages, booking flow.

RESULT

A clean and professional website design that balances aesthetics and usability.

  1. Treatment offering made clear and scannable, with filters to help users find what they need.

    Clear pathways to consultation and booking, designed to reduce friction and build trust.

A woman with dark hair and earrings applying makeup near her eye, pictured on a smartphone screen with a beauty clinic website.
“What impressed me most was Alexandra’s ability to combine creativity with structure and business acumen. She is proactive, solution-oriented and brings thoughtful ideas that elevate the final result far beyond expectations.”
— Ioana Filip, Founder at Doctor Filip

Key screens from the redesign: establishing a trustworthy first impression and structuring treatments for easy navigation.

PREVIOUS DESIGN:

Homepage of Doctor Filip, a personal aesthetic clinic, featuring a banner image of a patient and doctor in a clinical setting, images of the clinic interior and staff, and before-and-after photos of skin treatments.
Webpage featuring cosmetic treatment options and team of healthcare professionals, with photos of five women in white medical coats.
Website homepage of DoctorFilip featuring two female healthcare professionals in white coats, a reception area with a woman receiving care at the counter, and customer reviews with ratings and comments.