At Gin Lane, I lead the product strategy and User Experience design to re-concept and redesign Zeel, a digital-first massage massage service, from the ground up.
A Deep-Tissue Deep-Dive
Zeel delivers same-day in-home massages from vetted massage therapists, right in your home (or office). I kicked off the project partnership with Zeel by engaging in a deep audit of the company’s existing service; on iOS and web alike.
(THIS MEANS I GOT A FREE MASSAGE OR TWO)
Among several others, the audit of app and service prominently uncovered key opportunities to both streamline and better explain the process of booking an appointment.
A TROUBLED FUNNEL
The original app struggled with low conversion rates:
More than 70% of new users were dropping off before they even reached the sign-up screen, and fewer than 10% successfully converted to book an appointment.
I knew we could do better.
So it turns out that letting a stranger into your home is kind of a big deal!
The original Zeel app’s flow was fairly straightforward, ushering users through the process of booking an appointment by filling out simple forms.
A quick glance at the app’s analytics made one point of friction abundantly clear: an early state of the process required users to share pictures of their state/legal ID.
Perhaps understandably, most users were very hesitant to do that.
I asked Zeel’s management why they needed such intimate info before customers even committed to paying for the service. As it turns out, Zeel goes to great care to protect its elite team of massage therapists and customers alike. This involves a heavier amount of data-capture than some users are used to; photo identification, social security numbers, and other sensitive information were all required.
They pointed out something we overlooked: Zeel’s intensive hiring, vetting, and training programs was designed to protect their users … but they needed to protect their MTs too! It’s an intimate and vulnerable thing to let a stranger into your home, and on the flipside, entering a stranger’s private domain can be just as daunting.
3 Key UX Principles:
Contextual clarity, friendly personality, personal trust.
In order for Zeel to fulfill on its promise; users would need to know exactly what to expect; the whos, whats, wheres, and most importantly, the whys of the massage-on-demand experience.
A Streamlined flow
First of all, users needed to know what they were getting! To keep the user moving through the lengthy sign-up process, we put “the goods” first, allowing users to configure the details of their massage through engaging and varied UI and gesture-based interactions.
We also integrated with Jumio, Card.io, and Apple Pay to speed along the process of data capture, identity verification, and payment through trusted partners.
Animated & Educated
Our design strategy was to illustrate the tactility and intimacy of a good massage whenever possible. To be honest, seeing pictures of strangers (likely, models) getting massages just didn’t cut the mustard.
Myself (copywriting), Derek (illustrating), Elliot (animating), and Devin (developing) all worked together to create a series of fun and educational animation loops that bring the massages to life, explaining the process and benefits of each.
We re-architected the entire sign-up flow from the ground-up to be as clear, conversational, and comforting as possible. A user is never asked for a piece of information without a clear explanation of why it’s needed, and how it will be used.
In the first week, conversion for new bookings surged to 77%.
This represented a 50% increase over the previous version! We'd created a simple, human way to connect Zeel to its customers, and the first day of the app's "relaunch" earned the biggest traffic of its history to date.
Even better, 80-90% of users were making it through the identify verification step, which meant we'd cleared our biggest UX hurdle.
A DESIGN SYSTEM BUILT TO LAST
The design language that we created for the application began to permeate across the brand’s ecosystem. Since launching the application, the friendly & personal design elements have found their way to Zeel’s offline collateral, website and android iOS application, and will serve as a solid foundation for the brand to grow for years to come.