CVS Health

I was the Experience Designer focusing on UX for the CVS Homepage Redesign Team for the web and mobile app. I worked on the MVP, collaborating with a team of UX researchers, UI designers, content strategists, and accessibility designers. I also collaborated with design management and the product development team. I communicated regularly with leaders across lines of business, including Pharmacy, Retail, and Memberships. Prior to fulfilling my role with the Homepage Redesign Team, I was deployed to the Omnichannel UX Strategy Design team to assist as their UX Designer. Once the strategy for the homepage redesign was created and approved, I went back to the Homepage Redesign Team (equipped with the foundational and full conceptual understanding of the plan and process) and helped build out the redesign. By improving the user experience and functionality of the CVS homepage on web and mobile apps, there was an increase in usage and decrease in customer service calls. Throughout the revamping, no harm was done to the online shopping experience, which was a key goal.

PROCESS SUMMARY

RESEARCH, Omnichannel UX Strategy

Research conducted by User Researchers on Omnichannel UX Strategy team. As a member of the UX Strategy team, I listened to recorded interviews, extrapolated and documented information, and contributed to the researcher’s synthesized data.

DESIGN GUIDELINES

The Omnichannel UX Strategy team, which I was a part, collectively created the Design Guidelines. After research work, brainstorming sessions with our team, cross-functionally, and after discussions with key stakeholders, we produced an affinity map of principles, which contributed to the Design Guidelines.

These KPIs remained consistent and acted as touchstones throughout the homepage redesign process:

• Increase health & wellness brand perception

• Increase engagement with health offerings on Homepage

• Do no harm to Shop

Tone and point of view were considered at this stage.

Personas

These are the personas and archetypes that CVS utilizes and integrates into their products and services. When we ideate and design, we are empathizing with these customers, thinking of their pain points and ways to improve their experience. Displayed here are key questions we asked regarding how we might best serve our customers.

Problem Statements

Examples of problem statements that were derived from workshops that I helped to facilitate. A problem statement summarizes the pain point or problem that our personas are experiencing and that we are seeking to solve through effective design.

Customer Experience Research

Discussions with representatives from our Customer Experience partners (Voice of Customer team) and analysis of their data provided deeper insight into the customers’ needs. VoC had verbatim comments and complaints from users about their digital experience. VoC provided a helpful perspective on what needed to be improved.  

Wireframe / prototype, UX Strategy

Wireframe for homescreen redesign on mobile app.

Prototype for mobile app homescreen redesign. Created by UI Designer on the UX Strategy team. The Homepage Redesign team refined the design, ensuring that it aligned with the business areas and marketing, honing the content strategy, utilizing the CVS design system, and making sure it adhered to accessibility standards. The high-fidelity prototypes were produced by UI designers on respective teams.

Workshops

I assisted the Design Lead in preparing and facilitating workshops in which designers, developers, engineers, scrum masters, managers and other stakeholders across the various lines of business (pharmacy, health, shop, deals & rewards) participated.

I gathered and synthesized the data. Here are examples of the affinity mapping and diagramming to determine KPIs for CVS health services.

Wireframes - Foundational; Homepage redesign team

Basic wireframe exhibiting the three points of entry into the mobile app:

• Pharmacy

• Shop

• Health Services (seasonal content)

Basic Prototype featuring the three main components:

• Pharmacy

• Shop

• Health Services

wireframe - Zones & Goals

The mobile app was divided into zones that correlated with key lines of business (LOB); shopping experience; memberships, deals and rewards; and seasonal content. Each zone had its respective goals, which I summarized after our team brainstorming sessions. The goals are indicated here in the columns to the far right of the wireframe. The Homepage Redesign Team ensured that our iterations would reflect the objectives set forth by the UX Strategy Team, i.e. maintaining “evergreen” themes and evolving the seasonal content.

As the Experience Designer in charge of UX, I liaised between the LOBs, my design team, design management, and the product development team. I facilitated cross-team communication, which eliminated duplicate work.

Wireframe and Basic LOB User Flow

Fundamental mobile information architecture featuring wireframe and respective Lines of Business (LOB) landing screens from CTAs.

Authenticated

mid-fi prototypes

Categories Exploration

Pharmacy - User Flow for Existing App

Pharmacy - in progress User Flow for App redesign

Competitive/Comparative Analysis - Onboarding

An important part of the homepage redesign was strategizing an onboarding experience for the user. I researched the competitive/comparative landscape for onboarding on apps and created a visual and written analysis that essentialized the best and not recommended practices of our competitors. I also distilled the fundamental questions we needed to address regarding the purpose and process of onboarding.