DermIQ
Industry
Beauty and wellness
Role
Designer / Developer
Tools
Figma / Webflow
The project
DermIQ is a concept redesign developed in response to a technical interview brief for a Webflow developer role. The brief called for a redesign of an existing AI SaaS platform serving beauty brands and retailers. The original platform had a strong product but a website that struggled to communicate it clearly — a navigation-heavy structure, messaging aimed at too many audiences simultaneously, and no clear conversion path for the brand decision-makers most likely to book a demo.
The challenge
The core problem with AI SaaS platforms in the beauty space is a credibility gap — the technology is genuinely impressive but the websites often either oversimplify it to the point of vagueness, or bury it in so much jargon that non-technical buyers disengage before they reach the CTA. The brief was to solve both sides of that problem simultaneously: make the platform feel sophisticated enough for technical evaluators and clear enough for marketing and brand directors who hold the budget.
The approach
The redesign started with audience segmentation. Rather than one homepage trying to speak to everyone, the structure was built around a primary conversion goal — getting beauty brand decision-makers to book a demo — while still providing enough depth for technical stakeholders who needed to evaluate the platform's capabilities.
The visual direction balanced the softness expected in the beauty industry with the data-driven credibility required of an enterprise SaaS product. A light, clean base with purposeful use of colour and stat-driven trust elements — conversion rates, engagement figures, product match data — gave the site the feel of a platform that delivers measurable results rather than making vague AI promises.
The dashboard UI included in the design was a deliberate choice — showing the actual product interface in context of the marketing site bridges the gap between promise and proof, something most SaaS marketing sites fail to do.
What this project demonstrates
This project shows the ability to design for a complex SaaS product with multiple audience segments, competing information needs, and a high-stakes conversion goal — all within a single coherent visual system.
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