Engagement type: Product diagnosis, funnel analysis & optimisation prioritisation Client: Skin+Me Role: Product Consultant
Skin+Me is a subscription skincare brand offering personalised, prescription-based treatments. I was engaged to conduct a 6-month optimisation diagnosis — analysing the full user funnel, identifying the highest-impact friction points, and prioritising a roadmap of improvements against commercial outcomes.
Despite 750,000 monthly visitors to the site, only 4.77% of potential users were completing the full sign-up flow. Early churn was high — 50% of users left before month two, which was critical because the business only became profitable after month one. The product offering also lacked flexibility, creating additional churn risk further down the funnel.
Using the double diamond framework, I mapped the full consultation flow end to end, analysed funnel drop-off data step by step, and conducted user interviews to understand the qualitative drivers of abandonment.
I identified three primary optimisation opportunities and prioritised them using an impact/effort matrix anchored to 6-month gross profit. The highest priority — a consultation orientation redesign — addressed the largest drop-off point in the funnel (55% of users lost at entry) with low engineering complexity. The second addressed bundle inflexibility driving early churn. The third outlined a longer-term adaptive skin journey to improve retention beyond month three.
For each optimisation I defined the problem, the solution, the assumptions, the validation methods, the success metrics and the risks — then produced lo-fi wireframes to illustrate the proposed direction. I also mapped out a structured next steps plan covering quick wins, stakeholder alignment and MVP scoping.
The engagement delivered a clear, commercially prioritised product roadmap with validated hypotheses, structured validation approaches, and execution-ready next steps — giving the business a concrete plan to improve both top-of-funnel conversion and early retention.
📄 Full diagnosis deck 🗂 Miro board
Note: Skin+Me was also a recruitment process engagement. The scope of the role changed after the process concluded.