Sambrow

Elevating a
Beauty Sanctuary Experience

A complete website redesign that doubled booking conversion rates while capture the brand’s luxury essence.

Team

Scope

UX Lead

8 weeks

Duration

Research, UX/UI Design.

+121%

-28%

Booking rate

Bounce rate

+36%

Session duration

Context & Challenge

Sambrow is a high-end beauty sanctuary rooted in tropical inspiration and Japanese-style skincare philosophy. They offer semi-permanent makeup, gentle medical aesthetics, and therapeutic lymphatic massages. Despite a strong offline reputation, their digital presence fell short in communicating their luxury positioning, The existing website was fragmented, visually outdated, and conversion rates hovered under 20%. Users struggled with service clarity and faced up to six clicks before booking, which often led to drop-offs.

A man standing in a doorway with a smartphone in his hand, smiling. Behind him, framed pictures are visible on the wall. To the right, there is a large white sign with the text 'SAMBROW' and a logo at the top, decorated with a red ribbon and bow.
Screenshots of four different beauty and wellness website homepages, including spa services, facial treatments, massage, and laser skin care clinics.

I began with a discovery phase, conducting a heuristic audi, mapping competitor journeys against premium wellness brands like Saje and Body Biltz, and reviewing over 120 client reviews. A recurring insight stood out: clients valued not just the service, but the feeling of being cared for. This shifted our approach from a purely transactional booking flow to an immersive, trust-driven experience. I facilitated a brand workshop with the client to align on tone of voice, emotional triggers, and visual identity, then distilled the findings into three opportunities, streamline booking, amplify emotional connection, and visually align the website with luxury beauty expectations.

Discovery & Insights

A white image with nine questions related to beauty or wellness treatments, including topics like decision factors, feelings after treatments, trust, experiences from booking to treatment, descriptions of brands, expected tones, and improvements.

Some of the questions asked during the user interview process.

A colorful diagram of five speech bubbles with quotes, each showing feedback from women of various ages. The quotes discuss beauty treatments, personal feelings, and therapy experiences. The speech bubbles are in yellow, pink, purple, green, and red, with ages and labels in black text.

Some of the feedback from existing clients through the interviews.

Bar chart comparing review themes with number of mentions: Longing for emotional safety, Need for ritual, not routine, Desire for inner-outer alignment, Craving to be seen and heard, Preference for slowness over speed, Value of soulful over transactional design.

This synthesis led to a transformative insight: the website could not behave like a conventional service platform. It had to become a digital mirror of the Sambrow experience a gentle, spacious interface that held emotional nuance and allowed for self-reflection. Every scroll needed to feel like an exhale. Every word had to carry the weight of care. Every flow needed to be ritualistic, not robotic.

I reduced the booking flow from six steps to three, cutting user friction significantly. I developed a visual identity system of warm tropical tones, soft gradients, and elegant typography to reinforce brand luxury. Service pages were redesigned with treatment explanations, before-and-after visuals, and well-timed calls-to-action at moments of peak intent. Mobile optimisation became a top priority, as 72% of visitors accessed the site on mobile. Throughout, I collaborated closely with developer to ensure pixel-perfect implementation and smooth animations.

Design Execution

Person with short dark hair wearing a gray and black striped shirt, standing in front of a wall covered with various sketches, diagrams, and notes taped or pinned up, suggesting a brainstorming or planning session.
A visual ingredient board that depict the styles, colours, fonts, imagery used across the website.

Based on the sitemap I created above, I started to create wireframes out the new layout of the website. To help visualize how the website would be structured, I created low-fidelity wireframes for the main pages in Figma.

The final design embodies Sambrow’s elegance and warmth, blending serene visuals with an intuitive layout that reflects its holistic wellness and beauty philosophy.

Outcome & Impact

Within the first month of launch, booking completions increased from 19% to 42%, a 121% uplift. Bounce rates dropped by 28%, and average session duration improved by 36%. The new testimonials section became one of the most visited pages, deepen trust. Client feedback emphasised that the site “Finally feels like Sambrow,” bringing the in-studio warmth into the digital space.