Massage Envy App Suite
Massage Envy came to us with a number of issues -- poor customer satisfaction, high turn over in their front desk positions, lost revenue due to unanswered requests for appointments, and trouble attracting and retaining massage therapy talent. We did a three month discovery and pilot phase to understand the customer and employee experience, and quickly test out some ideas. We then took the learnings from our pilot phase and built out a strategy to build an employee app, a in-store customer app, and redesign their iPhone app.
I was responsible for ensuring a seamless experience between all of the digital touchpoints, designing their iPhone app, designing a feature in their in-store customer iPad app, supporting rollout by creating training content and videos, doing field research, and running an innovation for their skincare business. For the apps, I worked alongside two talented visual designers. Massage Envy was awesome in giving us a huge amount of access to their clinics for our upfront research and continuous visits during the design process. During launch and rollout, I spent many many days hanging out in massage clinics to observe, support training, and address issues.
Sadly, the iPhone app has two and a half stars in the App Store because it has profile/login issues (one of the reviews actually says, "designers are idiots", haha), and while not a UI design problem, it's certainly an experience problem, so I have all kinds of lessons learned from that.
The massage therapists genuinely love the iPad app that we built for them because it helps them transition more quickly between appointments and remember key detail during sessions. Front desk associates told me that the app we designed for them saves them two hours a day in paperwork and frees them up for more face-to-face interaction with customers. Customers' profiles and care history now travel with them, so they can receive continuous care across all of Massage Envy's 1200+ locations. Lastly, Massage Envy franchises are on a path to capture a huge amount of revenue that was previous lost via unanswered appointment requests submitted through their website. You can now book online (in select locations--we're still rolling this out!) and get paired with a therapist or esthetician who is an expert in the specific reasons you're coming in.