Results achieved during the work period
The project has been launched and is live. Some part is under development. Achieved over 200 sales nationwide across the United States and exceeded 10,000 sales in the Korean market, demonstrating significant and successful market penetration for the product. And we improved brand visibility, achieving a 20% boost in user engagement and 15% increase in user satisfaction.
My role
As the Sr Visual and Product Designer, I wore many hats—handling everything from research and branding to UI/UX and even some front-end development. My main goal was to redesign our website to launch TargetCool in the US, making sure it clearly showed the value to both clinics and their patients. By organizing the site better and using more engaging visuals and videos, I helped boost our brand recognition and, most importantly, helped our customers grow their revenue.
It’s been rewarding to see TargetCool succeed in the US and Korea market, and I’m just as excited about our upcoming launches, like OcuCool and VetEase, as we continue to make medical treatments more comfortable for everyone
Product
TargetCool, an innovative medical device from Korea, has been introduced to the US market by RecensMedical. Our primary customers are clinics and nurses providing aesthetic services such as Botox, fillers, PRP, and more. These professionals aim to offer the best service to their clients while maximizing their own revenue and efficiency. Additionally, we cater to clients seeking high-quality, comfortable aesthetic treatments without the pain and bruising typically associated with injections.
Beyond aesthetic applications, the technology has expanded into specialized fields with OcuCool, designed specifically for eye surgery, and VetEase, which targets veterinary procedures.
My tasks in the product
-Conducted 1:1 qualitative research sessions with clinics and nurses to create a ground truth by which to guide product decisions for TargetCool.
-Identifying and analyzing audience needs through interviews with clinics and nurses, as well as conducting competitor research to inform product decisions for TargetCool.
-Aided our head of growth in the formulation of quantitative studies to better understand our market and larger customer trends in the aesthetic services industry.
-Conducted synchronous and asynchronous usability tests on our website interface touchpoints.
-Met with users to understand how TargetCool fit into their practice and guided iterations of our offering based on their feedback.
-Ran workshops with our founding team to shape our company and product thinking, ensuring alignment with our customers' needs and market demands.
-Built foundational artifacts to give our team insight into the experiences, responsibilities, and needs of our customers, both providers and clients.
Outcome
The result is a fully launched, revenue‑generating product ecosystem that positions TargetCool as a trusted innovation in both the US and Korean aesthetic markets. The redesigned website, customer portal, and brand system clearly communicate value to clinics and patients, improving brand visibility. Building on this foundation, the same design and research insights now extend to new devices like OcuCool and VetEase, helping the brand scale into highly specialized medical niches while maintaining a cohesive, recognizable identity.
Other tasks in the product
-Collaborating with the Marketing Team to create detailed personas and pain points for our target audience, ensuring our messaging resonates with their needs and challenges.
-Developing a comprehensive UI-kit and Design System in close collaboration with the Development Team to maintain consistency and streamline the design process.
-Designing a user-friendly website to effectively present devices to the US and Korea market, enabling users to quickly find information and understand the value of the product for their businesses.
-Designing the Customer Portal from scratch, aligning it with business requirements to enhance user experience and functionality.
-Conducting design reviews with the Development Team on test stands before releases, ensuring alignment between layouts and their implementation by developers.
-Enhancing our brand book and refining the tone of voice to create a more cohesive and recognizable brand identity.
-Creating presentation materials for conferences to attract new buyers, including presentations, social media marketing content, print materials, and landing pages for promotions.
-Working within tight timelines to efficiently design business-oriented components, ensuring high-quality deliverables under pressure.
I crafted a brand that communicates trust, understanding, and a focus on generational bonds.
The goal for the logo was to look solid and professional. We wanted it to feel like a brand patients and doctors can actually trust, just like a reliable medical clinic.
Our symbol, with the device name in a distinctive color and the wordmark below, symbolizes our commitment to innovation and unity.
Supporting material to extend our brand off the screen.
Flyers & Postcards - Regular
Flyers & Postcards - Sales Flyer: Cartridge
2023 -2024
Flyers & Postcards - Sales Flyer: Cartridge
2023 -2024
Flyers & Postcards - PRP Flyer
2023 -2024
Conference
Designed all aspects of our website.
Challenges faced and their solutions
problem #1
Unfortunately, due to the device being something new for the US market, the old website had significant issues with structure and information, failing to convey the business value effectively.
solution
Through testing / interviews with providers and nurses / competitor research, and numerous prototypes, I gathered insights on how to better present the product on the website. I restructured the information, improved the site's layout, refined the menu, and enhanced the UI, resulting in a 20% increase in brand recognition and trust.
problem #2
Midway through the project, it became evident that the company would introduce new products to the US market in the future, contrary to the initial focus on a single device. The project was initially designed around the assumption of a single device.
solution
Thanks to the UX preparations (texts, researches, and other materials) and the UI kit/Design System i developed, I efficiently adapted the website structure to accommodate the anticipated introduction of new products. This strategic adjustment allowed for the seamless inclusion of future product offerings from the brand within tight timelines.
