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Eva Mary Arun | UX Designer

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Eva Mary Arun

Driving Digital Transformation Across a Multi-Brand Education and Operations Platform

OVERVIEW

Brought in within a consulting capacity to assess and support the digital transformation of Advanced Cosmeceuticals (AC), a multi-brand skincare distributor operating across Australia and New Zealand. The organisation partners with clinics to deliver education and training programs designed to improve practitioner capability and customer outcomes.

The engagement focused on reviewing and enhancing AC’s fragmented digital ecosystem, which spanned multiple disconnected systems for education, marketing, customer support, and clinic operations. My role involved supporting discovery activities, analysing existing workflows, and helping define requirements for a unified platform designed to improve operational efficiency, user engagement, and self-service capability across multiple stakeholder groups.

Brought in to support the digital transformation of Advanced Cosmeceuticals (AC), a multi-brand skincare distributor operating across Australia and New Zealand. Working in a consulting capacity, I partnered with stakeholders across Education, Marketing, Customer Service and Operations to analyse existing workflows, define requirements and shape a digital platform that improved operational efficiency, engagement and self-service.

Role

Product Owner

Timeline

Ongoing at 10 month mark

Team

2-person project team — Product Manger and myself as the Product Owner and a suite of 4-6 developers with a lead engineer

Process

Extracting business requirements, building briefs, stakeholder management, Design Critique, Process analysis, workflow building

Extracting business requirements, building briefs, stakeholder management, design critique, process analysis, workflow building

ABOUT THE PRODUCT

The AC platform is a unified digital ecosystem designed to support how Advanced Cosmeceuticals delivers education, engagement, and operational services across its clinic network in Australia and New Zealand.

It was developed in response to fragmented legacy systems where education, marketing, customer support, and clinic operations were managed across disconnected tools. This created inconsistent user experiences, limited data visibility, and significant manual effort for internal teams.

The platform brings together these functions into a single environment that enables clinics and therapists to engage with AC in a more structured and scalable way. It supports education delivery, communication, service requests, and incentive programs while providing defined access levels for different user groups across the organisation.

Overall, the platform consolidates previously siloed business functions into a connected system designed to improve operational efficiency, engagement visibility, and consistency across all AC brands.

The AC platform is a unified digital ecosystem that consolidates education, marketing, customer support and clinic operations into a single platform. Designed to replace fragmented legacy systems, it enables clinics and therapists to access training, resources, communications and support through one connected experience while improving operational efficiency across the organisation.

TRANSFORMATION THEMES

Over a 9-month engagement, I worked across multiple business units to identify operational inefficiencies, define requirements, and support the delivery of solutions. The following case studies highlight several initiatives that contributed to the broader transformation programme.

Case Study 01- Therapist Onboarding & Data Strategy

The Challenge…

160K

HubSpot Investment

1 Contact

Per Clinic in CRM

55%

Enagement

Despite significant investment in education and digital engagement initiatives, attendance remained low and platform adoption was poor. Initial investigation revealed a disconnect between who the business was attempting to engage and who actually existed within its database.

Discovery

Current State:

THERAPIST RECORDS IN DATABASE.

0

Who AC thought they were reaching

Therapists
Clinic Staff
Potential Course Attendees
Potential Event Attendees

Therapists
Clinic Staff
Potential Course Attendees
Potential Event Attendees

Who they were actually reaching

Clinic Owners
Clinic Managers
Accounts / Finance Teams
Shared Clinic Inboxes

Clinic Owners
Clinic Managers
Accounts / Finance Teams
Shared Clinic Inboxes

Solution

Therapist Registration
Designed a dedicated registration form to capture therapist information and establish a therapist-level database.
Adoption Strategy
Partnered with stakeholders to drive adoption through marketing campaigns, BDM communications, email signatures, and clinic engagement initiatives.
Self-Service Team Management
Introduced functionality allowing clinic owners, managers, and BDMs to add therapists directly within the platform.
Automated Onboarding
Developed an onboarding course automatically assigned to new users to introduce platform functionality and key resources.

Therapist Registration
Designed a dedicated registration form to capture therapist information and establish a therapist-level database.
Adoption Strategy
Partnered with stakeholders to drive adoption through marketing campaigns, BDM communications, email signatures, and clinic engagement initiatives.
Self-Service Team Management
Introduced functionality allowing clinic owners, managers, and BDMs to add therapists directly within the platform.
Automated Onboarding
Developed an onboarding course automatically assigned to new users to introduce platform functionality and key resources.

Outcome

Expanded Therapist Database

Established a therapist-level database of 1,752+ users, significantly increasing the organisation's ability to communicate education opportunities, marketing initiatives, and platform updates directly to its intended audience.

Established a therapist-level database of 1,752+ users.

Reduced Administrative Overhead

Introduced self-service team management functionality, enabling BDMs and clinic owners to register therapists directly within the platform and reducing reliance on Customer Service for account creation requests.

Introduced self-service team management functionality, reducing ticket volume by 50%

Foundation for Future Engagement

Created the infrastructure required to support therapist-focused initiatives including loyalty programs, education points, certifications, and personalised engagement pathways.Conversely attendance rates were up within a month to about 82%!

Created the infrastructure required to support therapist-focused initiatives. Conversely attendance rates were up within a month to about 82%!

Key Takeaway

What initially appeared to be an event attendance issue was ultimately a data and audience visibility problem. By investigating the underlying causes rather than the symptom, we identified an opportunity to establish therapist-level engagement across the organisation and create a foundation for future platform growth

Case Study 02- Marketing Asset Management & DMS Transformation

The Challenge…

Existing Content Management System

Deeply Nested Folder Structures

Content was stored within heavily nested folder hierarchies, requiring multiple clicks to locate individual assets.

Without clear breadcrumb trails or file path indicators, users often lost context when navigating deeper into the system.

Content was stored within heavily nested folder hierarchies, requiring multiple clicks to locate individual assets.

Without clear breadcrumb trails or file path indicators, users often lost context when navigating deeper into the system.

Limited Search Capability

Existing search functionality relied heavily on exact file names and offered little support for discovering content across large libraries as it only does top-level search and therefore does not scale well

Lack of Content Visibility

Users could not preview assets before downloading, resulting in unnecessary downloads and difficulty identifying the correct file.

Reliance on Direct Links

Teams frequently distributed Sync links for price lists, social assets and marketing collateral, creating ongoing administrative overhead and limiting self-service

Limited Search Capability

Lack of Content Visibility

Users could not preview assets before downloading, resulting in unnecessary downloads and difficulty identifying the correct file.

Reliance on Direct Links

Teams frequently distributed Sync links for price lists, social assets and marketing collateral, creating ongoing administrative overhead and limiting self-service

Analysis of the existing ecosystem revealed that content management was fragmented across multiple systems including Sync, Filecamp, and Calameo. While content existed, users struggled to locate resources efficiently and internal teams spent significant time responding to requests for materials that were already available.

Additional Requirements

Improved Content Consumption

Users struggled to identify assets before downloading them. They required image previews

Efficient Content Administration

Managing content was time-consuming and difficult to scale. Admin needed to improve effeciency by introducing drag and drop upload functionality

Permission-Based Access

There were requirements around access permissions and certain roles to have a more streamlined view of assets for privacy reasons.

Design Principles

Following stakeholder workshops and analysis of the existing content ecosystem, we established four principles to guide the design of the new Document Management System.

Bringing the Vision to Life

Smarter Content Discovery
Introduced image previews and in-browser document viewing.
Smarter Content Discovery
Implemented tabbed sitewide search accessible from anywhere within the platform.
Smarter Content Discovery
Established naming conventions to improve search consistency.
Permission-Based Content Management
Built role-based visibility rules across user groups.
Permission-Based Content Management
Allowed internal folders to be completely hidden from external audiences.
Administrator Experience
Drag-and-drop uploads reduced content management effort.
Administrator Experience
Filepath visibility provided administrators with a clear understanding of folder hierarchy.
Administrator Experience
Multi-location publishing allowed a single file to appear across multiple folders.

Smarter Content Discovery
Introduced image previews and in-browser document viewing.
Implemented tabbed sitewide search accessible from anywhere within the platform.
Established naming conventions to improve search consistency.
Permission-Based Content Management
Built role-based visibility rules across user groups.
Allowed internal folders to be completely hidden from external audiences.
Administrator Experience
Drag-and-drop uploads reduced content management effort.
Filepath visibility provided administrators with a clear understanding of folder hierarchy.
Multi-location publishing allowed a single file to appear across multiple folders.

Outcome

Improved Discoverability

Sitewide search, previews and structured navigation significantly reduced the effort required to locate resources.

Increased Self-Service

Consolidating marketing assets into a centralised DMS enabled clinics to independently access price lists, social assets, and educational resources. Over the first nine months of the transformation, overall support ticket volume was reduced by approximately 50%, driven in part by improved self-service capabilities.

Scalable Administration

New publishing tools streamlined content management and made the platform easier to maintain as the library grew. With templates for new brand launches on digital assets required so this made brand launches easy to communicate and manage

Key Takeaway

Effective content management isn't about storing information. It's about making the right content easy to find, accessible to the right people, and simple to manage at scale. By balancing user needs with administrative efficiency, the platform transformed a fragmented content ecosystem into a self-service resource hub.

ADDITIONAL PRODUCT INITIATIVES

Initiative	Contribution
Educator Workflow & Assessment Management	Defined educator permissions and designed an end-to-end assessment and certification workflow to streamline post-event validation.
Client Order Portal	Produced functional specifications, briefed designers and developers, and delivered a white-label B2B ordering platform for clinic partners.
Dashboard & Analytics	Led discovery workshops to define business KPIs, then produced wireframes, design briefs and functional specifications for executive reporting dashboards.
Support Request and HubSpot Integration	Defined the frontend ticketing experience and integration requirements, supporting delivery through testing and implementation.

Eva Mary Arun

UX|Product Designer

Site Map

Home

Works

About

About Me

Product Owner with a background in UX design and business analysis, passionate about translating complex business problems into intuitive digital products.

Lets Connect!

Resume

Eva Mary Arun

UX|Product Designer

Site Map

Home

Works

About

About Me

Product Owner with a background in UX design and business analysis, passionate about translating complex business problems into intuitive digital products.

Lets Connect!

Resume