About Clinikally

Making a complex healthcare journey simpler—from finding the right treatment to getting it home.

Shopify Development • UX & CRO • Custom Applications • SEO • Ecommerce

Clinikally is a digital-first dermatology platform that connects customers with dermatologists, personalised treatment plans and prescription-grade skincare.

With customers coming to the platform for everything from everyday skincare to specific skin concerns and dermatologist consultations, Clinikally needed its website to do more than sell products.

It needed to help people understand their concerns, find the right treatment, consult a doctor when needed and complete their purchase with confidence.

The Challenge

Skincare isn't always easy to shop for.

Clinikally has a large catalogue of products, but choosing the right one isn't always straightforward.

For many customers, the journey starts with a concern rather than a product. They may need help deciding what to use, want to speak to a dermatologist, or already have a prescription they need to purchase.

The existing experience also had operational challenges behind the scenes.

  • Doctor assignments needed to be managed more efficiently.
  • Customers needed flexibility when booking consultations.
  • Prescriptions needed to move smoothly from doctor to customer to purchase.
  • Customers needed help choosing products from a large catalogue.
  • Delivery information needed to be clearer.
  • The team needed better visibility into how customers were using the website.
  • The website needed to perform well across mobile and desktop.
  • The business needed a stronger technical foundation for search and future growth.

The Goal

We wanted to make Clinikally easier to navigate, understand and shop, while simplifying the work happening behind the scenes.

The focus was to:

  • Connect consultations, prescriptions and ecommerce.
  • Help customers discover products based on their concerns.
  • Make booking a consultation simple and flexible.
  • Make prescriptions easier to access and purchase.
  • Improve the product, cart and checkout experience.
  • Give customers clearer delivery information.
  • Understand where customers were getting stuck.
  • Improve Clinikally's search visibility and technical foundation.
  • Build a platform that could grow with new products, conditions and healthcare services.

The Solution

We redesigned the storefront and built custom applications around the way Clinikally actually operates.

This included video consultations, digital prescriptions, personalised quizzes, back-in-stock notifications and delivery information, along with improvements to search, analytics, CRM and automation.

Here's What We Did

  • 01

    Built a Custom Video Consultation Experience

    We built a complete consultation journey into the Clinikally experience.

    Customers can:

    • Choose a doctor.
    • See available dates and times.
    • Book a consultation.
    • Share their concerns before the appointment.
    • Upload images for the doctor to review.
    • Receive updates about their consultation.

    Doctor availability and appointment information are connected to the order, making it easier for the Clinikally team to manage the process from booking through to completion.

  • 02

    Built a Prescription Generator

    We built a dedicated prescription tool for Clinikally's doctors.

    Doctors can create prescriptions with medicines, dosage instructions, advice and follow-up information.

    Once a prescription is created, the customer can access it through their Clinikally account and purchase the recommended treatment.

    We also built a simple way for customers who already have a prescription to upload it when purchasing prescription-grade products.

    This connects the doctor's recommendation directly to the shopping experience.

  • 03

    Built a Personalised Quiz

    When customers don't know what products they need, a product catalogue can quickly become overwhelming.

    We built personalised quizzes around concerns such as:

    Acne • Pigmentation • Undereye • Sensitive Skin • Damaged & Frizzy Hair

    The quiz asks customers about their concerns and then recommends relevant products and treatment plans.

    Customers can add their recommended products to cart together, making the journey from “I have this concern” to “this is what I should use” much simpler.

    The quiz was also built to work across both the website and native app, with analytics showing where customers start, complete or abandon the journey.

  • 04

    Built a Back-in-Stock App

    Rather than continuing to pay for a separate back-in-stock app, we built a custom solution for Clinikally.

    Existing subscribers were moved to the new system without losing their data.

    Customers can register for a notification when a product comes back, while Clinikally can use that information for follow-up communication.

    This also removed the recurring cost of the previous app.

  • 05

    Rebuilt the Product Experience

    We redesigned the product page around the questions customers need answered before buying.

    The new experience includes:

    • Product benefits and USPs
    • Ingredients
    • Reviews
    • Doctor's Choice recommendations
    • Offers
    • Product variants
    • FAQs
    • “Best Used With” recommendations
    • Product sharing
    • Image magnification

    We also redesigned collection pages, search and navigation to make it easier to browse by brand, product and treatment concern.

  • 06

    Improved the Cart & Checkout

    We redesigned the cart experience to make the next step clearer while giving customers relevant offers and recommendations.

    The experience includes:

    • Free-gift offers
    • Upsells
    • Cross-sells
    • Product recommendations
    • Prescription-related messaging
    • Order information
    • Delivery information

    We also improved the post-purchase experience with a custom thank-you page that brings together consultation details, prescription uploads and order information.

  • 07

    SEO, Search & Technical Health

    For a business built around skin and hair concerns, search is an important part of how customers discover Clinikally.

    We worked on the technical foundation of the site, including:

    • Product and doctor structured data.
    • Medical business information.
    • Review and rating information.
    • Search engine crawling and indexing.
    • Redirects and URL management.
    • Heading structure across the website.
    • Blog structure and navigation.
    • Internal linking.
    • Image optimisation.
    • Google Search Console and shopping feed management.
    • llms.txt implementation.

    The work was designed to make Clinikally's content and products easier for search engines to understand while keeping the site technically healthy as it grows.

  • 08

    Analytics & Experimentation

    Good ecommerce decisions need more than opinions.

    We set up analytics and testing across important parts of the Clinikally experience.

    This included:

    • PostHog for customer behaviour and product interaction.
    • Microsoft Clarity for heatmaps and understanding the consultation journey.
    • GA4 across web and app.
    • Google Tag Manager for tracking important interactions.
    • Homepage A/B testing.
    • Testing the experimentation setup before running live tests.
    • Tracking quiz starts, completions and abandonment.
    • Custom reporting around quiz performance.

    This gave the team a clearer view of what customers were doing, where they were dropping off and which changes were worth pursuing.

  • 09

    CRM & Automation

    A customer journey doesn't end when someone leaves the website.

    We connected Clinikally's website activity with its communication and CRM systems so that important actions could trigger the right follow-up.

    This included integrations with:

    • Mailmodo
    • Netcore
    • Limechat

    We also built automations for things such as:

    • Quiz follow-ups.
    • Prescription reminders.
    • Back-in-stock communication.
    • Re-order journeys.
    • Product tagging.
    • Customer tagging.
    • Order-related communication.

    This helped turn website activity into useful information for the teams looking after customers.

  • 10

    Automation Behind the Scenes

    A lot of the complexity of Clinikally's business happens away from the storefront.

    We built automations to help manage:

    • Product tagging.
    • Quiz-related orders.
    • Discount communication.
    • Order handling.
    • Order-tag cleanup.
    • Customer segmentation.
    • Consultation and prescription follow-ups.
    • Potentially fraudulent orders.

    The goal was simple: reduce repetitive manual work so the team can spend more time on customers and the business.

The Result

  • This platform helps customers move from concern → consultation → treatment → purchase → delivery without having to navigate between disconnected experiences.
  • At the same time, Clinikally's team has the tools to manage consultations, prescriptions, products, orders, delivery and customer communication in a much more connected way.
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