Intro
A healthtech mobile application that generates personalized skincare routines through AI-powered face analysis.
The app needed to support two distinct brands:
- One feature-rich and expressive
- One minimal and editorial
Impact
Streamlining workflows and systemizing the foundation reduced inefficiencies, improved consistency, and enabled teams to focus on higher-value work.
Component Complexity
Reduced number of components and variations while maintaining full functionality
System Adaptability
One system now supports both a complex and a minimal brand
Problem
As a Product Designer, I focused on simplifying the existing system and adapting it across both brand directions, ensuring consistency while enabling a more minimal product experience. A feature-rich system designed for one brand created complexity and inefficiency when adapting to a second, minimal direction, resulting in:
50–80 UI components in the original system
2× design and development effort required per feature
15–25 screens impacted per new feature release
Product Manager
Design and product teams were spending a disproportionate amount of time adapting components, reworking screens, and resolving inconsistencies across two distinct brand experiences. Instead of building forward, much of the effort went into retrofitting the same functionality to fit different visual directions—creating duplication, slowing down delivery, and introducing design drift over time.
Designing Through Reduction and Adaptation
By auditing the design system and mapping how features were implemented across both brands, it became clear that the issue wasn’t the product's complexity but the lack of a shared, flexible foundation. The system wasn’t designed to support variation at scale, which forced teams into repetitive, manual adjustments. I approached the problem by designing within both directions simultaneously—system consistency and brand expression.
Bruno Steinkraus
Product Manager