aglow
PROJECT INFO
aglow is a SaaS platform that helps beauty businesses across Australia and New Zealand grow through membership-based models; subscriptions, treatment plans, treatment wallets, and recurring payment tools built specifically for the beauty industry.
The challenge was launching aglow's new membership products in a way that felt clear and structured without losing the warmth of the beauty industry it serves — turning three unfamiliar SaaS concepts into something business owners could actually understand and want to switch to.
MY ROLE
I was a contract designer responsible for the website redesign, campaign creative, and video content around aglow's membership launch. I worked collaboratively with aglow's team throughout, including Ciaran, the senior designer who steered visual direction across the project. I owned the UX/UI execution that includes wireframing and base design for the website — the social campaign creative, and the direction of client testimonial and masterclass video content.
KEY DESIGN DECISIONS
Decision 1: Giving each membership product its own landing page
Subscriptions, Treatment Plans, and Treatment Wallet were live on the site but users didn't understand what they were or how they related to each other. I wireframed and built the base design for a dedicated landing page per product, with Ciaran steering the visual direction, so users could understand a product without needing to piece it together from scattered content.
Decision 2: Softening the SaaS feel with beauty-led visual language
Competitor platforms like Phorest, Zenoti, and Timely leaned hard into dashboards and technical language — functional, but cold. Working with Ciaran on visual direction, I used softer gradients, beauty imagery, and lighter UI elements throughout the site to keep it feeling connected to the beauty industry rather than like generic SaaS software.
Decision 3: Letting real customer stories carry the marketing, not feature lists
Rather than lead campaigns with product specifications, I produced masterclass highlight reels and testimonial videos featuring real clients and their results. Beauty business owners trust other beauty business owners more than they trust a features page, so this became the core of the retention and demand-capture creative.
OUTCOME
The result was a more connected digital experience across website, video, and marketing campaigns.
Deliverables included:
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Website UX/UI refresh
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Dedicated landing pages for Membership products
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Demand capture and retention social campaigns
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Masterclass campaign highlight reels
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Client testimonial and success-story video content
Together, these pieces helped turn a complex product offering into something that felt easier to understand, easier to market, and a lot more engaging for beauty business owners. Overall, the experience feels less like a SaaS product manual and more like a conversation — which was exactly the goal.
