A Mobile First Homepage
Designed To Reduce Cognitive Load and Convey Trust
A complete redesign focused on three core user segments with clear pathways, stronger trust signals, and mobile layouts that prevent cognitive overload.
Lead Designer
2 Months
Lead Designer
2 Months
A Mobile First Homepage
Designed To Reduce Cognitive Load and Convey Trust
A complete redesign focused on three core user segments with clear pathways, stronger trust signals, and mobile layouts that prevent cognitive overload.
Lead Designer
2 Months
Lead Designer
2 Months
The Challenge
Inconsistent Brand Identity
The Faceland homepage suffered from a "chameleon effect" where seasonal marketing banners dictated the entire visual identity. This approach prioritized short-term promotions at the expense of long-term brand equity. By frequently swapping the hero content to match monthly campaigns, the site lacked a stable, recognizable brand anchor.
The Disjointed Experience
Returning users faced a volatile interface that shifted drastically between visits, preventing the formation of a cohesive mental model.
The Trust Gap
The reliance on high-frequency promotional visuals made the homepage feel like a temporary flyer rather than a premium medical institution, eroding the "luxury" perception required for high-stakes cosmetic treatments.
Inconsistent Brand Identity
The Faceland homepage suffered from a "chameleon effect," where seasonal marketing banners dictated the entire visual identity. This approach prioritized short-term promotions at the expense of long-term brand equity. By frequently swapping the hero content to match monthly campaigns, the site lacked a stable, recognizable brand anchor.
The Disjointed Experience
Returning users faced a volatile interface that shifted drastically between visits, preventing the formation of a cohesive mental model.
The Trust Gap
The reliance on high-frequency promotional visuals made the homepage feel like a temporary flyer rather than a premium medical institution, eroding the "luxury" perception required for high-stakes cosmetic treatments.
Inconsistent Brand Identity
The Faceland homepage suffered from a "chameleon effect," where seasonal marketing banners dictated the entire visual identity. This approach prioritized short-term promotions at the expense of long-term brand equity. By frequently swapping the hero content to match monthly campaigns, the site lacked a stable, recognizable brand anchor.
The Disjointed Experience
Returning users faced a volatile interface that shifted drastically between visits, preventing the formation of a cohesive mental model.
The Trust Gap
The reliance on high-frequency promotional visuals made the homepage feel like a temporary flyer rather than a premium medical institution, eroding the "luxury" perception required for high-stakes cosmetic treatments.
The New Design Language
From Design Task to Business Vision
I replaced the volatile marketing banners with a structured, high-conversion hero section designed to establish an emotional and professional anchor within the first three seconds of the mobile visit.
Emotional Design
The new hero uses high-end, professional photography that balances the clinical excellence of Faceland with a sense of relaxation and beauty. This shifts the tone from a "transactional" service to an "aspirational" experience.
The New Design Language
From Design Task to Business Vision
I replaced the volatile marketing banners with a structured, high-conversion hero section designed to establish an emotional and professional anchor within the first three seconds of the mobile visit.
Emotional Design
The new hero uses high-end, professional photography that balances the clinical excellence of Faceland with a sense of relaxation and beauty. This shifts the tone from a "transactional" service to an "aspirational" experience.
Refined Treatment Overview Component
Refined Treatment Overview Component
I redesigned the treatments section to ensure the most popular treatments get the spotlight they deserve. By using a refined, category-based layout, I’ve made it easy for users to find exactly what they need without the clutter.
To keep the content from going stale, I’ve set it up so the featured treatments refresh every month based on current trends. I also prioritized high-end professional photography to tap into the "aesthetic-usability effect."
It’s simple: when the design feels premium and professional, users find the site more trustworthy and a lot more intuitive to navigate.
I redesigned the treatments section to ensure the most popular treatments get the spotlight they deserve. By using a refined, category-based layout, I’ve made it easy for users to find exactly what they need without the clutter.
To keep the content from going stale, I’ve set it up so the featured treatments refresh every month based on current trends. I also prioritized high-end professional photography to tap into the "aesthetic-usability effect."
It’s simple: when the design feels premium and professional, users find the site more trustworthy and a lot more intuitive to navigate.
Mobile First Layouts that Reduce Cognitive Overload
Given that most users navigate on mobile devices, the layout was rebuilt from the ground up with mobile as the primary experience. Information is broken into digestible blocks. The spacing, typography and visual rhythm guide users through the content without friction.
Mobile First Layouts that Reduce Cognitive Overload
Given that most users navigate on mobile devices, the layout was rebuilt from the ground up with mobile as the primary experience. Information is broken into digestible blocks. The spacing, typography and visual rhythm guide users through the content without friction.
Mobile First Layouts that Reduce Cognitive Overload
Given that most users navigate on mobile devices, the layout was rebuilt from the ground up with mobile as the primary experience. Information is broken into digestible blocks. The spacing, typography and visual rhythm guide users through the content without friction.
Authoritativeness Through a Dedicated Why Faceland Section
I created a section that presents reviews, satisfaction scores, the Faceland specialist academy and a brand video. This part sits on a dark background to create a clear visual distinction. The white background represents essential content while the dark block represents proof and authority.
Authoritativeness Through a Dedicated Why Faceland Section
I created a section that presents reviews, satisfaction scores, the Faceland specialist academy and a brand video. This part sits on a dark background to create a clear visual distinction. The white background represents essential content while the dark block represents proof and authority.
Authoritativeness Through a Dedicated Why Faceland Section
I created a section that presents reviews, satisfaction scores, the Faceland specialist academy and a brand video. This part sits on a dark background to create a clear visual distinction. The white background represents essential content while the dark block represents proof and authority.
Improved Clinic Findability
Users can now quickly locate any of the 60+ clinics across five countries. The new map integrates directly with Google My Business which means that opening hours and content update automatically. Tapping on a clinic lets users open directions instantly in Google Maps which creates a seamless journey from discovery to action.
Improved Clinic Findability
Users can now quickly locate any of the 60+ clinics across five countries. The new map integrates directly with Google My Business which means that opening hours and content update automatically. Tapping on a clinic lets users open directions instantly in Google Maps which creates a seamless journey from discovery to action.
Project Outcome - A Refined Homepage Experience
Project Summary
In Q1 2026, we delivered a strategic homepage overhaul that prioritizes clarity over decoration. By placing critical information 'above the fold' and adopting a professional, industry-standard aesthetic, the new design reinforces brand authority. This refresh ensures that Faceland’s most visited page is now a true reflection of its new identity—functional, professional, and consistently branded.
Estblashing Brand Trust
By eliminating the "chameleon effect" of clashing visuals, the redesign significantly reduces Cognitive Load. This introduces a stable, professional visual system that signals immediate reliability to new users.
From Transactional to Aspirational
I shifted the visual language from transactional to aspirational, using high-end imagery and a clear "A-brand" ticker. This creates a more immersive brand experience, encouraging users to explore treatments rather than simply skimming for deals.
Optimizing Above The Fold Scannability
The hero section was re-engineered to eliminate navigational friction. By placing primary CTAs and essential USPs in the immediate field of view, I improved the Findability of key services, making the transition from landing to treatment discovery seamless and intuitive.
Project Outcome - A Refined Homepage Experience
Project Summary
In Q1 2026, we delivered a strategic homepage overhaul that prioritizes clarity over decoration. By placing critical information 'above the fold' and adopting a professional, industry-standard aesthetic, the new design reinforces brand authority. This refresh ensures that Faceland’s most visited page is now a true reflection of its new identity—functional, professional, and consistently branded.
Estblashing Brand Trust
By eliminating the "chameleon effect" of clashing visuals, the redesign significantly reduces Cognitive Load. This introduces a stable, professional visual system that signals immediate reliability to new users.
From Transactional to Aspirational
I shifted the visual language from transactional to aspirational, using high-end imagery and a clear "A-brand" ticker. This creates a more immersive brand experience, encouraging users to explore treatments rather than simply skimming for deals.
Optimizing Above The Fold Scannability
The hero section was re-engineered to eliminate navigational friction. By placing primary CTAs and essential USPs in the immediate field of view, I improved the Findability of key services, making the transition from landing to treatment discovery seamless and intuitive.
Matteo Favetta
Lead Product Designer based in The Hague, Netherlands, speciliased in Applied Cognitive Psychology
4+
Years of Research & Design
1
Published Scientific Paper
5
Global Markets Optimized
100% Human Designed. No AI tools used. © 2026 Matteo Favetta. All rights reserved.
Matteo Favetta
Lead Product Designer based in The Hague, Netherlands, speciliased in Applied Cognitive Psychology
4+
Years of Research & Design
1
Published Scientific Paper
5
Global Markets Optimized
100% Human Designed. No AI tools used. © 2026 Matteo Favetta. All rights reserved.
Matteo Favetta
Lead Product Designer based in The Hague, Netherlands, speciliased in Applied Cognitive Psychology
4+
Years of Research & Design
1
Published Scientific Paper
5
Global Markets Optimized
100% Human Designed. No AI tools used. © 2026 Matteo Favetta. All rights reserved.
Matteo
Matteo
Favetta
Favetta
Lead Product Designer based in The Hague, Netherlands, speciliased in Applied Cognitive Psychology
In an era of generic AI templates, this portfolio remains 100% human-designed. Every layout, interaction, and strategic decision was custom-built from the ground up. No prompts, just craft, because authentic UX requires a human touch.
© 2026 Matteo Favetta. All rights reserved.
4+
Years of Research and Design
1
Published Scientific Paper