HueSkin is a personalised skincare technology brand that helps people understand their skin through skin analysis, tailored recommendations, and progress tracking. My role was to translate the brand's identity and vision into a cohesive website experience, developing a visual direction through carefully selected typography, colours, imagery, and layouts that balance the warmth of skincare with the precision of technology. I designed the website's structure and content flow to tell HueSkin's story, communicate its value, and introduce its approach to personalised skincare. I also created app showcase sections with carefully arranged mobile interface mockups, guiding visitors through the product journey from skin analysis to personalised recommendations and progress tracking. Conversion was a key consideration throughout the design, so I strategically integrated clear, contextual calls to action across relevant sections rather than limiting them to the hero and footer. Each CTA was positioned to encourage visitors to take the next step at the right point in their journey, bringing together visual brand expression, product storytelling, and conversion-focused design.