Dermis
Redefining customer loyalty for the beauty industry
Dermis.ai gives beauty clinics the kind of loyalty programme large chains take for granted. Clients scan a QR code, collect points, unlock rewards. Starbucks mechanics, for a clinic with three treatment rooms.
Brand Appart designed the whole thing: the design system first, then the client mobile app and the back office clinics run it from. The work has continued month after month since April 2024.
The challenge
One system, every clinic
Every clinic wants the app to feel like its own. The system had to carry a client's colours without a single screen breaking.
Two products, opposite users
Clients want points and rewards in three taps. Clinic staff need catalogues, memberships, configuration and reporting. One design system had to serve both.
Loyalty nobody opens twice
Loyalty programmes fail on the second visit, not the first. The product needed a reason to be reopened when there is nothing to buy.
Brand Strategy
The design system came first.
The client asked for the system before the product, and it was the right order. Colours, type and components were published as a shared library, so the mobile app and the web app were built from one source instead of drifting apart.
Pink is the default, not a decision. The palette is a variable a clinic sets to its own colours, and the interface holds either way.
Brand Identity
Sober, with depth.
Three dashboard directions were explored: a sober one built on the brand's cherry and blue, an angular version led by blue, and a glassmorphism route with gradients. The sober direction won, then came back with more texture and depth so restraint would not read as flat.
The QR scan was pulled into the home screen instead of sitting behind its own entry point. On a loyalty app the scan is the ritual, and burying it costs the habit.
Deliverable
Two products, extended for two years.
We built the design system, designed both products and kept extending them: the client mobile app (phone onboarding, feed, product components, points and membership status, packages with single or instalment payment, search) and the clinic web app (offers, products, rewards, memberships, brand configuration, client management).
Later came custom plans a clinic builds for a named client, and Dermis Games, a leaderboard that puts clinic staff in friendly competition.
Result
A loyalty programme a clinic can actually run.
Clinics configure their own offers, rewards and memberships without asking anyone. Clients scan once, and everything else follows from the home screen.
Two years in, the product keeps growing on the same foundations. The system absorbed packages, payments, custom plans and gamification without a redesign.
