Massage Envy
This project was HUGE both in terms of the how many systems we touched and optimized, but also because of the outsized impact it had on the organization. The work we did here not only improved consumer experience and expanded visibility, it also optimized the back end systems that underpin those experiences, creating a strong platform for future changes.
Understanding the Assignment
Massage Envy needed to pivot. Their goals were simple.
- Launch a best in class marketing site that positioned their services as essential to wellness rather than luxurious
- Maket it easier to make appointments
- Increase lifetime value of existing members
Here’s how we did it!
My Contributions
Discovery
I designed and led discovery sessions and interactive workshops with our corporate stakeholders, franchisees, and field staff.
North Star
I generated the strategy and roadmap that governed both projects and provided a north star to aim for.
Content Strategy
Designed an evangelized the content strategy that guided our writers, UX, and UI designers through both projects.
User Experience Design
Ensured our UX team designed experiences that aligned with and supported the strategy
Analytics
Optimized all platforms for SEO- fast loading, mobile friendly, and keyword optimized.
Journey Mapping
I mapped and redesigned the user journeys between app, site, and member portal, ensuring no dead ends
Tech Overhaul
Worked with the Massage Envy IT team to simplify the complex suite of systems underpinning appointment scheduling
Web Analytics
Worked with the Massage Envy IT team to design and implement and end-to-end analytics system that provided accurate user behavior data