Hand & Stone Spa
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2024 – Present
A complete reimagining of Hand & Stone's digital ecosystem — from a 91% booking drop-off rate to measurable, compounding revenue lift across every digital surface in under just one year.
Hand & Stone is a nationally recognized spa franchise with hundreds of locations. But their digital ecosystem was undermining their brand at every step — leaking revenue, confusing members, and failing prospects before they ever walked through a door.
9 out of 10 people who started the booking process never completed it. The flow required 9+ steps to rebook a service, had no service descriptions, no personalization, and an overwhelming interface that drove users away before confirmation.
600+ franchise locations had its own microsite — fragmented, inconsistent, and underperforming. Gift card checkout and booking initiation from location pages were significantly below potential.
We removed extra screens, clarified choices, and tightened the flow so booking takes fewer steps, and feels easier.
We restructured service navigation and taxonomy to make offerings easier to understand, compare, and choose, turning exploration into action.
We brought hundreds of location experiences into one consistent, scalable system—making governance simpler, and the guest journey more cohesive.
We redesigned how benefits are explained so guests can quickly see what they're getting—and why it's worth it.
What made this engagement different from most agency work was the continuity. Rather than a single deliverable, we shipped sequentially over twelve months — each launch building evidence for the next scope. That rhythm forced a kind of design discipline I find rare: every decision had to be defensible not just aesthetically but in terms of measurable conversion impact.
The 91% drop-off rate was a gift, in a way. It meant we could quantify everything. Every simplification to the booking flow, every piece of service photography we added, every membership touchpoint we surfaced — we could track it directly to revenue outcomes through Amplitude. Design stopped being subjective and started being a business argument. We haven't nailed it yet, but that's what 2026 is for.
