Massage Envy

The launch of Acne Services and the new experience

Goals/Vision

The goal was to integrate the new Acne Series into our website, booking app, service notes, and front desk apps. Because the series was a 6 session package it was vastly different than our existing services..

Deliverables

Utilize the beta test of the service to determine necessary additions and changes to the customer experience. Create an interactive face diagram for providers to document progress across the package timespan. Allow for consumers to start a package in the apps and track consumption.

Success Criteria

We measured success based on acne services booked online and provider feedback on their experience with taking notes. We will also be conducting follow up testing towards the end of the year to make experience enhancements and adjustments.

My Process

Research

The biggest lift for the addition of the Acne series was the provider note taking process and documenting customers' acne reduction over the course of the six sessions. We deemed that sharing these results with the customer would be part of a phase two and as a phase one we would tackle documentation solely.

We also did some testing with consumers to determine their understanding of the new service and booking process.

Below is a sample of the research plan and strategy that we developed to gain data from the field to verify our claims:

Results Deck Observation Notes

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I led testing across 7 locations in Arizona with the hopes of evangelizing UX testing at Massage Envy and acquiring a budget to test locations across other states. We used the Direct observation methodology to observe estheticians conduct the acne services on consumers we selected. Due to legal reasons we were unable to use real customers for this test but future plans are in the works for further testing.

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The results that came back illuminated certain procedures further past our acne requirements that were occurring in locations contrary to how the business believed things were being run. One example was the idea that the business believed skin care providers were conducting notes during session, but in reality they were taking them at the end of the day.

98%

of estheticians needed a way to review past appointments during sessions

74%

of estheticians documented a home skin care regimen

52%

of estheticians used paper vs the iPad to document progress

User Journey Map

After conducting our test, we mapped out the customer journey we observed from the point of discovery to the point of booking their second Acn appointment.

Below each touchpoint we documented various features we felt would enhance the experience, including the features required by the business.

Once we confirmed the features we would build towards with all stakeholders we prioritized the requirements and began working through work flows. For the appointment booking tool, we managed to follow the same pattern as our existing services except for the addition of an informational screen detailing out the benefits of the new service.

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For the rest of the 5 other sessions we had a look at a re-scheduling flow we had worked on earlier in the year but had put on hold. We managed to kill two birds with one stone by grouping acne business requirements and a rescheduling flow that served the needs of Acne and other booking complaints we had been seeing in online reviews.

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Wireframing

Once the flow was finalized and approved by stakeholders, wireframes were mocked up using existing patterns. Element placement was key to make sure that users understood the new functionality. One struggle we had was guiding users to their profile to initiate the re-booking flow as currently our users weren't utilizing their profile for anything but viewing past appointments. To alleviate all the weight on the profile to drive rescheduling traffic, we also triggered the flow from the initial start point. If a user was already in a series and tried to begin another series it would automatically drop them into booking their next session.

Once we began plotting out the flow, we quickly realized that each of us had a different idea of what re-book included. Our IT team believed re-booking included the service, provider, preferences, enhancements, date, and time; the marketing team believed it meant the provider and service; and so on.

To determine which path to take we ruled out time and date as repeating elements because they were variable and depended on the provider's availability. We didn't want to stop the booking flow simply because the exact day and time were not available. Next we looked at the other elements and, through user testing, concluded that our biggest concern was enhancements. Around 40% of our test subjects were not expecting to have enhancement included upon re-booking.

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Prototyping

After we built out wireframes we ran internal tests on various new functionality we had mocked up. Once we were happy with all modifications we built out more high fidelity prototypes to take to the field and test. Below is one of our tests of the facial diagram functionality. The requirement was the ability for providers to document blemishes on a face diagram. We built a drag and drop diagram with different states for drag, overlap, and drop. Click on the image below to view the prototype:

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Final Design

Below is are some screens from the final outcome. Unfortunately this service launched right before Corona started, but there are plans to do re-testing once we re-open and the first two weeks we had the highest online booking rate of any of our other services.