MoleMap is New Zealand’s leading skin surveillance business, and has been helping people monitor their skin and detect the early signs of skin cancer for more than 20 years. With nearly 100 clinics across New Zealand and Australia, MoleMap are pioneers in melanoma detection, creating a proven methodology to map skin and moles and detect skin cancer early.
Despite their expertise and success, MoleMap’s digital experience was outdated and didn’t reflect their modern and innovative brand. MoleMap had a good understanding of where their customer experience might be letting them down, but not how they could necessarily make it better. On top of this, customers didn’t know what to expect from their customer experience, as very little of this was communicated on the website.
There was a huge disparity between what customers thought they were booking and the experience itself.
Our first port-of-call was to look at the current customer experience and understand where the mismatches were happening. So, we ‘mystery-shopped’ their services. We then mapped out the full customer journey from end to end.
Throughout this process, we also identified a number of key opportunities where MoleMap could use interactive tools to dramatically improve their customer engagement. The first was a “Risk Quiz”: a tool in which customers can answer a series of questions relating to their skin, which then gives them an estimated risk profile of developing skin cancer.
The second was the “Spot the Melanoma Challenge”, a tool where people could click on various moles on photos to spot the signs of melanoma - with a purpose of educating potential customers about the difficulty of detecting skin cancer with an untrained eye.
Next, we developed a website strategy to define the custom website that was needed to address customer concerns and provide an easy booking process, as well as creating an engaging experience that would benefit and delight both MoleMap and their customers.
We then began designing the user experience that would bring MoleMap’s new digital experience to life - as well as user interface design where we took the wireframes created in the user-experience design and applied the Molemap brand, creating new elements to serve as part of its digital design language.
Now, having a good idea of what the website would look and feel like, we began work on the technical architecture, database design and custom website development itself. We undertook the process with regular reviews and input from MoleMap, leading to the successful launch of their new website in May 2018.
MoleMap came to us to build them a website. What they got was a remarkably enhanced customer experience.
MoleMap had set targets of at least a 10% increase in all engagement metrics. We far exceeded this in many areas.
The Risk Quiz and Spot the Melanoma Challenge, ideas created from learnings in our customer discovery work, were both highly successful. The Risk Quiz was used by over 4% of people who booked. And over 4% of people used the Spot The Melanoma Challenge tool, educating people about how important it is to get your skin checked by an expert.
The most significant improvement was in the number of bookings, which increased by over 90%, enabling growth and the ability for MoleMap to further invest in technology and RnD.
The New Zealand website ended up performing so well that it outranked the US website. We ended up rolling out these strategies in Australia and the US, which also saw similar success.
On the back of this significant growth, we were able to undertake a number of other projects.
decrease in bounce rate within the first year
more sessions than the year prior to launch
more visitors during first year of operation
