Luma vs Pulse
Industry
Beauty products
Role
Designer / Developer
Tools
Figma / Webflow
The project
SkinProof Lab is a conversion landing page concept developed in response to a technical interview brief. The brief called for a high-converting third-party comparison page — authored from the perspective of a dermatologist — designed to guide readers already considering micro-infusion skincare devices toward a purchase decision. The page needed to feel credible, trustworthy, and editorially authentic, while being built entirely around one goal: conversion.
The challenge
The brief was explicit — success would be judged on conversions, not design aesthetics or strict adherence to the original copy. That meant every visual, every headline, and every section had to earn its place by moving the reader closer to a decision. The core tension was balancing the editorial feel of a dermatologist's personal recommendation with the commercial urgency of a high-converting sales page. Too much sales energy and it loses credibility. Too editorial and it loses momentum. The design had to hold both simultaneously.
The approach
The page structure followed a proven conversion narrative — educate, validate, compare, decide. The copy was rewritten to feel personal and authoritative without tipping into aggressive sales language, preserving the dermatologist's voice while sharpening the persuasive logic at each stage. Trust signals were prioritised throughout: clinical credentials, safety information, real usage details, and social proof woven naturally into the narrative rather than bolted on as afterthoughts.
Visual choices were made in service of readability and momentum — keeping the reader moving down the page without friction, with CTAs placed at the natural decision points in the narrative rather than interrupting the flow. The comparison structure gave the page a clear editorial hook that justified the length while steadily building the case for one product over the other.
What this project demonstrates
This project shows the ability to design for a specific and commercially valuable format — the long-form conversion landing page — where design, copywriting, and conversion strategy work as a single system. It is a format used constantly across health, wellness, e-commerce, and affiliate marketing, and one that translates directly to SaaS trial pages, product launches, and lead generation campaigns.
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