Mabrie Facial Institute is a San Francisco practice focused exclusively on injectables, fillers, and BOTOX, led by facial plastic surgeon Dr. David Mabrie.
Project overview
Mabrie Facial Institute needed a digital experience that could communicate deep expertise in injectables while making dozens of treatments and facial concerns easier for patients to understand. As UX Designer, I helped shape the information architecture, interface, and WordPress experience around how patients actually research treatment: by what they see and want to change, not necessarily by procedure name. The centerpiece became a targeted treatment navigator that organizes options across 11 facial areas, allowing patients to select a concern and discover the injectable treatments most relevant to them. The experience combines UX strategy, accessibility, educational content, and conversion-focused design to turn a highly specialized catalog into a clear path toward consultation.
Challenges
The core challenge was organizing depth without overwhelming the patient. MFI specializes in injectables, but that expertise spans dozens of concerns including forehead lines, under-eye hollows, lip enhancement, jawline contouring, and facial balancing. A traditional treatment menu expected patients to understand terminology they might never have encountered before, while oversimplifying the experience risked hiding the expertise that differentiates the practice. The treatment navigator solved this by starting with the patient rather than the procedure, allowing someone to choose an area of concern before surfacing relevant options. Trust also needed to appear throughout the journey, using MFI's 4.9-star rating, 500-plus verified reviews, awards, and unretouched before-and-after photography to reinforce credibility at key decision points.
Results
The finished platform gives MFI a digital experience that reflects its position as a highly specialized Bay Area injectables practice while making that expertise easier for patients to navigate. The treatment navigator transforms 11 facial areas and dozens of individual concerns into a guided discovery experience, helping patients understand their options without requiring them to know treatment terminology beforehand. Trust signals, educational resources, authentic before-and-after results, and accessible mobile experiences support patients throughout the decision process. Following launch, consultation requests increased by 34%, creating a stronger connection between patient education and conversion. The result is a site that turns specialized expertise into a clearer, more confident path toward consultation.
Mabrie Facial Institute is a San Francisco practice focused exclusively on injectables, fillers, and BOTOX, led by facial plastic surgeon Dr. David Mabrie.
Project overview
Mabrie Facial Institute needed a digital experience that could communicate deep expertise in injectables while making dozens of treatments and facial concerns easier for patients to understand. As UX Designer, I helped shape the information architecture, interface, and WordPress experience around how patients actually research treatment: by what they see and want to change, not necessarily by procedure name. The centerpiece became a targeted treatment navigator that organizes options across 11 facial areas, allowing patients to select a concern and discover the injectable treatments most relevant to them. The experience combines UX strategy, accessibility, educational content, and conversion-focused design to turn a highly specialized catalog into a clear path toward consultation.
Challenges
The core challenge was organizing depth without overwhelming the patient. MFI specializes in injectables, but that expertise spans dozens of concerns including forehead lines, under-eye hollows, lip enhancement, jawline contouring, and facial balancing. A traditional treatment menu expected patients to understand terminology they might never have encountered before, while oversimplifying the experience risked hiding the expertise that differentiates the practice. The treatment navigator solved this by starting with the patient rather than the procedure, allowing someone to choose an area of concern before surfacing relevant options. Trust also needed to appear throughout the journey, using MFI's 4.9-star rating, 500-plus verified reviews, awards, and unretouched before-and-after photography to reinforce credibility at key decision points.
Results
The finished platform gives MFI a digital experience that reflects its position as a highly specialized Bay Area injectables practice while making that expertise easier for patients to navigate. The treatment navigator transforms 11 facial areas and dozens of individual concerns into a guided discovery experience, helping patients understand their options without requiring them to know treatment terminology beforehand. Trust signals, educational resources, authentic before-and-after results, and accessible mobile experiences support patients throughout the decision process. Following launch, consultation requests increased by 34%, creating a stronger connection between patient education and conversion. The result is a site that turns specialized expertise into a clearer, more confident path toward consultation.