When I joined MyDermacy(now BeYouPlus) back in 2016, it was a tiny team of dedicated employees who are trying to solve a problem that most of us face when trying to look for beauty solutions. That's when MyDermacy comes in. MyDermacy was a platform intended to be the best resource to connect with experts to share your concern to make an informed decision.

My role

I have been associated with StoryXpress since March '16 to June 16. An initial round of basic designs for the website done by the team. I have built upon these designs. As a designer working on StoryXpress, some of the pieces I specifically worked on included simplifying the information architecture, updating our internal style guide, redesigning the home screen and the revamping emails. More on all that below.

Condition before me

Although, we were working on an important problem and had a lot going for us. Our web app was a bit of a mess. It didn't do a great job of showcasing the true value of our amazing product. There were a lot of design issues like :

  • No Design standards across the product which make the overall experience very poor
  • Missing UX fundamentals like no brand consistency, poor information architecture across the product
  • High dropout and disengaged users
  • There were no apps for doctors & patients leaving out a big opportunity for us

My role

As sole UI/UX Designer, I was in charge of the overall user experience across all platforms (iOS, Android, web) and products (b2b and b2c) under the MyDermacy umbrella. My Day to day role involves in the end to end product design while collaborating with PM, engineers & CEO to continuously improve the product experience. It was a fun & learning exercise for me because I got to work on multiple projects side by side rather than focusing on one core experience.

Old Q/A web design

Why rebranding?

You constantly need to evolve as a brand. Here are some of the issues we were facing with MyDermacy & decided to take the big leap :

  • With the current brand, we're just tapping Dermatologist segment, even when there are other beauty segments out there that we can easily target
  • We're providing limited experience for our users with just consulting when we can provide them a better, more meaningful & complete solution. With growing user base, we need to give a new head start to problem approach
  • We're also missing out other business opportunities like machine renting to doctors
  • Current product worked well with past requirements, but it's becoming difficult for it to adapt to increased demand for complex new features & scaling existing features

Design limitations

Design resources were very limited in the face of tight deadlines. I was the sole designer for complete experience across platforms like web, Android & iOS which forces me to manage my time carefully & strictly. As a designer, I also need to provide myself enough time to think about upcoming problems & need to stay ahead of developers at the same time.

Understanding the user problem

In order to successfully execute on a problem, I first need to understand the problem. Product design is a multidisciplinary craft that includes research, competitive analysis, user behavior analysis, and an understanding of technical constraints.

The goal of this initiative was to understand user behaviors, their needs, interests to leverage this information to build a great product.

From our learnings from MyDermacy & by looking deep into data, I found out our initial target segment to do user interviews. While we were defining the future of BeYouPlus, I define some of the questions I'm going to ask from our targeted group:

  • What is the most important thing you see in expert while choosing him for your concern?
  • How do you currently find experts? What could be better to find the best & suitable expert for you?(Analyse current workflow & find opportunities)
  • For multiple sessions, how do you stay in touch with the doctor?

User needs

Through extensive user research, we realized that people have different (and often very complicated) workflows, processes, and workarounds when it comes to selecting treatment & expert. We quickly realized there was a tremendous opportunity to offer a compelling product and that users were excited about the idea of a new product to meet their needs. Interviewing users gave us a lot of insight into user needs.

  • Which treatment to go for — easily see all treatments for specific concern
  • How many sessions — see how many sessions require for getting the best results
  • Where to go — decide which clinics/expert to go to a particular location


As a designer, I'm driven by empathy & empowerment to build confidence. My objective for the product was to design an experience by empathizing with end-user needs while balancing business priorities at the same time. My objective for developers was to push their limit by standardizing guidelines to enable them to make certain design decisions independently & for management to take design-thinking in consideration while making business decisions & pushing them towards making user decision forefront.

Setting up design principles

In order to communicate effectively as a designer across engineering, and to stakeholders we all need to speak the same language. While designing a new product, inevitably a lot of assumptions are made along the way. To help with this challenge and to support the assumptions, it is extremely valuable to establish a set of design core design values (principles) that will allow to thinking systematically.

These design principles help us with:

  • making sure the product is unified and works as expected supporting design decisions
  • Communicating your decisions to engineering and getting buy-in from stakeholders
  • Creating a sense of trust with your users

Iterations: wireframes, prototype & feedback

Working closely with my PM, we worked through multiple brainstorming sessions to gain a better understanding of a typical users experience. I began by identifying key issues in user flow to make it more user-friendly. Having this zoomed out, bird's eye view gave me a lot more visibility into how our users experience the product. After a basic flow was established, I used thumbnail sketches, paper wireframes & stickies to iterate through various navigation and layout approaches.

Some early explorations in ideation stage with Nitish Vaid

Mobile early stage low-fi wireframes

Web low-fi wireframes in ideation stage

testing out specs for styl-guide in intial stage

Dashboard MVP for B2B

Style Guide

As a sole designer, I have to manage my time effectively. I advocated for a internal style guide to keep consistency across platform & to provide me more time thinking about the actual problem rather than moving pixels. After everyone approval, I started working on the color palette for our UI & then on UI style-guide. I spaced out every component right down to every pixel keep things uniform in the product.

BeYouPlus styleguide

UI design

I used Sketch to design Hi-fi mockups & final designs. After these wireframes were created, I used InVision to create the first prototype of the app in order to start thinking about mobile interactions and gaps in the UX. We were then able to gather feedback from our patients & doctors on the initial set of wireframes, which helped me validate and iterate on ideas quickly & cheaply. I did not have the opportunity to conduct these user tests in person. They were conducted by the offline marketing & field team. Here are some of the designs I did for BeYouPlus:

Revamped login/signup for web

iOS app design

Validating assumptions

As product creators, we're continuously making assumptions about how users are going to use our product. With both our products MyDermacy & BeYouPlus, we also make a lot of assumptions & it becomes easier to when you have some time to validate these decisions & it's a lot easier to dig into data in a small team. I was also lucky to interact with consumers on a daily basis - through customer support & sales team to have some qualitative insight on the data. Running these small steps has huge value addition & low cost attached to it. I also put some direct calls with our consumers, met doctors & collect user questions from customer support team to identify areas of opportunities in & their pain points with our newly realized product.

Launching is just the starting

As a designer, my philosophy is make thing obvious while making myself redundant. BeYouPlus, for me, reinforced the importance of empathy & a good process. It's really easy to design good design but really hard to great experiences. In a country where doctors and patients still prefer old ways to deal with everyday beauty problems, I had to create and stick to a strict code. And I must say I did a good job of it. I wish I should push more on design be a part of business decisions & stuck my ground more while making design decision on behalf of users.

Note: Data shared here is limited due to my confidentially between me & MyDermacy (now BeYouPlus).

Ankit Khurana Avatar

I like his approach & work.

Ankit Khurana, CEO of MyDermacy

Next case study

StoryXpress →