Dr. Sabrina
Repositioning a clinical eye-care brand for the premium beauty market.
Services
Custom Shopify Development
Wireframe & Prototyping
UI/UX Design
Art Direction
Custom Analytics Tracking
Automated Email Series
Content Strategy
APPROACH
Dr Sabrina is a specialised clinical eye-care beauty brand founded by Dr Sabrina Shah-Desai, a leading Harley Street cosmetic eye surgeon. We led the brand's transition to Shopify Plus with a fully custom UI, rebuilding the site as a mono-product experience for its two hero products; a premium under-eye serum and sun protection, paired with an automated Klaviyo email programme. The overall result reads less like a product page and more like a consultation: precise, reassuring, unmistakably premium.
Key Challenges
1. A new name in a crowded category: Dr Sabrina needed credibility that customers could verify.
2. Complex science, simple story: Patented technology and clinical data had to become language a beauty audience would trust and enjoy.
3. A £100 price point to justify: every part of the site had to make that price feel earned before checkout.
THE STRATEGY
An immersive customer journey: We mapped the customer journey from skepticism to trust, and to purchase, and built each section to move the visitor a step further along it.
Mono-product architecture: A focused, narrative-led structure around two products, with focus on storytelling and proof.
Clinical language with lifestyle cues: We used clinical language but balanced it with lifestyle cues; editorial photography, before-and-after evidence, and video paired with clinical credibility, so the science felt aspirational, not sterile.
Data made readable: Trial results redesigned as visual, scannable modules instead of dense tables.
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Results
Honorary mention at awwwards Website Awards.
62% increase in scroll depth
40% increase in revenue
20% decrease in cart abandonment
Automated Email Series
We built a fully automated Klaviyo series mirroring the site's clinical-premium tone. Welcome, education, replenishment, and re-engagement flows extended that same trust and storytelling into the inbox.
Key Highlights:
5,000+ returning customers from via emails
38% average email open rate
~30% of revenue from email leads.
By translating clinical authority into a premium design language, Dr Sabrina's website educated, reassured, and justified its price before "Add to Cart." For a new brand with a novel technology and a premium price tag, the combination of design, storytelling, and experiential commerce gave the brand the opportunity to make its mark in a saturated category.
