The
Overview
Team structure
Team structure | PM | Eng
Tools Figma | Webflow
Responsibility User Interface, User Experience, User Research
The context
As a CVS user, I always walk into the store to purchase the quick items or sitting in the line of their pharmacy windows. However, a lot of times, I encountered the issues and hard times to look for items I want and circle around in the CVS store without seeing any helpful signs of where to find the items. In terms of the pharmacy experience, I always wish I could skip the line and expect a way to place order ahead of time for a grab-and-go experience.
With being said, as a loyal CVS customer and a product designer, it motivated me to look into a solution and find a way to provide a seamless shopping experience that can fully integrate CVS digital solutions and physical purchase experience in the store. Hence, it can ultimately create a win-win situation for both customer and the business provider.
A glimpse of
Final Design
A glimpse of Final Design
The
Process
The
Challenge
There are multiple business sectors involved in today's CVS experience, including mobile, offline in-store, and web platforms. However, it appears that prioritization perspectives are less clarified and unclear. There are gaps among different devices, which results a lower shopping efficiency for customers.
How might we optimize the CVS online shopping experience ( app, web, wearable surfaces)?
How might we streamline the CVS offline experience powered by the digital solutions?
How might we connect the online & offline experience to further boost customer purchase efficiency?
How might we improve prescription management experience to enhance the drug refilling and notification?
The
opportunity
Online Order
CVS Online Shopping will let users place order online and pick up later, which will affect users who are busy and want to save shopping time by skipping the in-store order line
Grab-and-go experience
CVS digital Coupons will attract users shop in the store which will affect users who want to get deals and save money by letting user aware of the coupons of products they might interest and collecting them for future shopping
Digital Coupons
CVS digital Coupons will attract users shop in the store which will affect users who want to get deals and save money by letting user aware of the coupons of products they might interest and collecting them for future shopping
Prescription Management
Seamless prescription management experience with mobile notification system will make patience life easier by automatic refill prescription and reminding them to take mediation on time.
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Let's design a website your customers will love.
Let's give your brand a brilliant personality.
Let's create hype to acquire customers.
Let's create hype to acquire customers.
Dirt
Research
Google Reviews
“ I have made both my prescription refills and shopping with coupons tasks more efficient by relying on this app. I just wished there was a way to mark coupons I have already viewed but don't wish to delete, and that they can be in a separate category so I can focus only on new coupons I have not reviewed yet.”
“ I use this app for the sole purpose of picking up medication for my elderly family member. I'm a busy individual, so I like the convenience of prepaying for the medications thru the app, then go pick up, no waiting. Now, I can't even select the pick-up option, so I'm not able to prepay thru the app. Extremely annoying. Now, I have to go wait in-line to pay and pick-up. ”
“ I love CVS and like the app. However I wish that there was a 'clip all' option for the coupons because I will be going through clipping them and all of a sudden it will go right back to the beginning and then I have to scroll through again to get back to where I was...it's frustrating. ”
“ I do wish there was a way to delete or dismiss coupons you are not interested in. As it is, you have to scroll thru a great deal of coupons & offers repeatedly to look for something new. Also the same coupons print out every time you make a purchase. Huge waste of paper & my time..... Frustrating ! “
APPLE APP STORE Reviews
“ This used to be one of the best apps. Now it's frustrating to use. No longer gives you the ability to prepay for prescriptions before you pick up. Sometimes when it loads, your prescription history isn't even there. The pharmacy itself is still excellent but the app is pretty bad. ”
“ I do not like the reconfiguration. When I need to look at past rx filled. It is not easy to read. It takes forever to load up and it is difficult to get right to prescriptions quickly. I wish I can revert back. “
“ I do not like using the Rewards part of the app. The products have no order to them. They appear to be just randomly placed. Either organize the products alphabetically or according to category and only put those product coupons on the list that are going to expire in the next 2 weeks so there’s not so much reputation. “
“ Way too many menu items and "stuff" going on.
I feel it is for the pharmacy, not shopping.
Now you must deal with cumbersome steps to get to what I need. “
insight
Deals management
- Lack of option to mark viewed coupons or separate new coupons
- Absence of 'clip all' option for coupons, causing frustration
- Email coupon deals not visible in app's extra care savings section
- Inability to delete or dismiss unwanted coupons, leading to repetitive scrolling
- Difficulty accessing pharmacy rewards tracker and coupons
Prescription management
- Prescriptions were filled in the wrong location
- Lack of medication archiving feature
- Unable to select the pick-up option and prepay for medications through the app
- Difficulty accessing pharmacy rewards tracker and coupons
- The app no longer allows prepayment for prescriptions
Other Complaints
- Poor customer service experience
- The update in early 2024 is problematic
- The app is frustrating to use
- App freezes and is difficult to navigate
- App doesn't load
- Difficulty reaching customer support
Competitor
Analysis
Competitor Analysis
To gain a comprehensive understanding of the CVS Pharmacy App and its standing amidst competitors, we conducted a thorough analysis of key rivals in the market. This in-depth examination empowered us to pinpoint areas of strength and weakness across various platforms. By scrutinizing competitor offerings, we honed our focus on enhancing user experience and refining our product and business strategies, thereby informing the formulation of the app's initial iterations.
Understand
Target User
User demographic
Audience composition can reveal a site's current market share across various audiences. cvs.com's audience is 32.64% male and 67.36% female. There are 20.98% visitors are 25-34 years old, 21.06% visitors are 35-44 years old, and 20.99% visitors are 45-54 years old.
User demographic
Audience composition can reveal a site's current market share across various audiences. cvs.com's audience is 32.64% male and 67.36% female. There are 20.98% visitors are 25-34 years old, 21.06% visitors are 35-44 years old, and 20.99% visitors are 45-54 years old.
Define
User persona
The primary user group is young professional age from 25-44 who are tech savvy and love online shopping. The secondary age group is elder people age between 45-64 who need prescriptions and health service .
User story
& User flow
Scenario One
Lisa’s hand is bleeding and she needs to get a band aid.
User flows
- Lack of option to mark viewed coupons or separate new coupons
- Absence of 'clip all' option for coupons, causing frustration
- Email coupon deals not visible in app's extra care savings section
- Inability to delete or dismiss unwanted coupons, leading to repetitive scrolling
- Difficulty accessing pharmacy rewards tracker and coupons
Scenario
David got a promotion email and he saved the 50% off coupon in his account this morning. When he passing by a CVS store later, he receives a remind message of the available coupon so he gets into the store to buy the item.
flow
- Get CVS promotion email
- Save the discount
- Log in and save the deals
- Get CVS promotion email
- Save the discount
- Get a notification when passing by a CVS
- Locate the nearest CVS Store
- Log in and save the deals
- Grab the item
- Self check out and apply QR code
Digital Coupons
CVS digital Coupons will attract users shop in the store which will affect users who want to get deals and save money by letting user aware of the coupons of products they might interest and collecting them for future shopping
Digital Coupons
- Lack of option to mark viewed coupons or separate new coupons
- Absence of 'clip all' option for coupons, causing frustration
- Email coupon deals not visible in app's extra care savings section
- Inability to delete or dismiss unwanted coupons, leading to repetitive scrolling
- Difficulty accessing pharmacy rewards tracker and coupons
IDEATION
Impact-Effort Matrix
This matrix helped us assess each idea based on its potential impact and the effort required for implementation. By systematically analyzing and ranking our ideas, we identified high-impact, low-effort solutions for immediate implementation, optimizing our resources and project planning.
Site map
Design
& Prototype
lo-fi Wireframes
Hi-fi
Prototype
DEAL
The Deal Flow feature is designed to enhance the CVS shopping experience by streamlining how users discover, save, and manage deals. This feature allows users to quickly browse personalized deals, save them with a single tap, and effortlessly track their savings.
DEAL REMINER
The deal reminder feature on the CVS app for Apple Watch is a valuable addition that enhances user engagement, improves shopping efficiency, and maximizes savings. By providing timely notifications, detailed offer information, and easy redemption options, this feature ensures a seamless and rewarding shopping experience for CVS customers.
Prescription
The prescription refill and notification features in the CVS app are designed to streamline the management of medications, ensuring users can easily refill their prescriptions and stay on top of their medication schedules.
Same day delivery
By providing detailed order tracking and real-time updates through the shipping widget, the CVS app enhances transparency in the shopping process. Users can monitor their order status from placement to delivery, reducing uncertainty and increasing trust in the service. The clear communication of estimated delivery times and cost breakdowns ensures that users are well-informed at every step.
Shop
New quick search tags help users find popular categories quickly, making the overall shopping experience faster and more user-friendly. The integration of related products and personalized deals not only helps users discover relevant items but also promotes smarter shopping choices.
Check Out
The CVS app’s enhanced checkout process is designed to be intuitive, transparent, and efficient. By offering clear delivery options, a secure payment interface, and immediate order confirmation, the app ensures a smooth shopping experience that boosts user satisfaction and loyalty.
Design
system
Grid
Typography
Color
Typography
Component
The
Reflection
Looking back, I am satisfied with the design process and the outcomes of this project. The enhancements, particularly the Save Deal feature, effectively addressed user pain points and significantly improved shopping efficiency. The integration of quick search tags, detailed product pages, an intuitive cart and checkout system, and comprehensive order tracking provided a seamless and transparent shopping experience.The design decisions were supported by solid data, ensuring that the implemented features met user needs and expectations.
Given more time, I would conduct additional user testing and research to further validate the design and minimize bias. This iterative approach would help refine the features based on real user feedback and usage patterns. Additionally, I would focus on developing a more intuitive onboarding process to make the product more accessible and user-friendly for new users. This would ensure that all users, regardless of their familiarity with the app, can easily navigate and benefit from its features.
Overall, this project has been a valuable experience in enhancing user satisfaction and loyalty through thoughtful design and continuous improvement.
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