With the launch of their “Keep Your Body Working” campaign, Massage Envy set out to change the way people think about massage, stretch, and skin care services by making these services part of a person’s everyday health and wellness routine, instead of a luxury. And so they needed an agency partner to change the way people find, schedule, and access Massage Envy services across their digital properties. They chose Chemistry to solve this problem.
Massage Envy tasked Chemistry with bringing their new brand to life accurately and consistently across their digital platforms, position their products and services as necessary parts to any self-care regimen, make it easy to find and schedule appointments, and do this while being true to the established “Keep Your Body Working” brand campaign. And Chemistry did just that. Massage was no longer a luxury or day trip with girlfriends. It is about total body care and wellness for everyone.
In order to create a digital experience that is true to the brand, and make it as easy as possible to convert prospects into visitors and members, we had a robust strategy and implementation. Chemistry partnered with the Massage Envy team to complete a full discovery strategy complete with surveys and stakeholder interviews to hone in on what the user wants and needs and what we want them to do (CONVERT!). Through UX and UI phases, the discovery output was brought to life in a well-defined navigation bringing valuable information to the fore front and embody the brand voice throughout.
The website and app has everything from a wise, insightful tone to improved user journeys to a sleek modern design to enhanced tracking to personalized journeys depending on your user type and a brand-new backend CMS.
Both the app and website were created in parallel to ensure a consistent consumer experience from end to end. The new app includes new features for the consumer – the ability to book appointments at multiple locations, compare multiple locations, search by provider and easy access to wellness plans.
To comply with the ongoing pandemic Chemistry also took many turns in the process to show locations open and what services were provided as well as safety plans in place.
And probably the coolest thing that the team was able to accomplish from a development perspective is that the app and the desktop version of book an appointment within the website is one set of code.
Both the web and app were launched during a pandemic. During a time when other health and wellness retailers were suffering a loss of web and foot traffic, Massage Envy experienced results that were still amazing just in the first month of the launch. Online appointments actually INCREASED during this unprecedented time.
