Converse by You

CBY–Converse by You is a Converse's customization platform that allows customers to design unique, one-of-a-kind sneakers by choosing colors, materials, laces, and personalized embroidery and more.

This section showcases feature and functionality optimizations driven by insights from agency research, usability audits, and customer feedback.

overarching
Learnings

⇢ Awareness of Converse’s customization offering is low, highlighting an opportunity to improve discovery and education across the user journey

⇢ Many users enter without a clear understanding of customization capabilities but respond positively once exposed, indicating a need for better onboarding and guidance

⇢ Once engaged, users find the experience intuitive and enjoyable—particularly the 3D builder—and report high satisfaction with their final products

⇢ Customers show willingness to pay for add-ons (e.g., comfort insoles), revealing opportunities for thoughtful and well-timed upsell strategies

⇢ User preference is split between starting from a blank canvas and modifying pre-built designs, while purchase behavior leans toward pre-configured options

3D Builder Optimizations

Current experience

Proposed Desktop Experience
Updated menu organization to better align with user reading patterns

Phase 2

  • Include visual to user’s customization selection

  • Include Edit icon so the Selection feels more clickable

3D Builder Optimizations

Current experience

Proposed Desktop Experience
Updated menu organization to better align with user reading patterns

Phase 2

  • Include visual to user’s customization selection

  • Include Edit icon so the Selection feels more clickable

 ✶ Pharmacy Dashboard North Star ✶

Healthcare Re-imagine

↘︎
Establish an e-commerce model for Pharmacy by introducing a unified cart experience that connects key pages and optimizes global navigation.

↘︎
Build a refill shopping cart foundation to support future integration between pharmacy services and retail products.

    • Transactional & utilitarian look and and feel

    • Created under the assumption that “Refill” is the one and only task

    • Lack of service integration and personalization

    • Missing the sense of “having control”

    • Little enablement

    • Poor use of real estate

    • Learn user needs and expectations

    • Get the foundation right—optimization

    • Healthcare re-imagine—vision creation

↘︎
Expand the pharmacy experience into retail by enabling members to add in-store items while refilling prescriptions.

↘︎
Increase engagement through personalization by surfacing relevant recommendations such as benefit programs, coupons, and health tools based on cart activity.

Phase One Goals

  • Reflect CVS’s evolving brand as a comprehensive health and wellness destination—not just a traditional pharmacy.

  • Create a personalized member gateway that tailors the dashboard experience to individual CVS members.

  • Bridge in-store and digital services by integrating pharmacy, health services, and retail offerings into one cohesive experience.

  • Provide clear navigation and guidance to help members quickly identify and take their next best actions.

  • Increase engagement by surfacing relevant services, product offerings, personalized health resources, and rewards programs.

  • Simplify health management by doing the heavy lifting for members and making it easier to stay healthy at every stage of life.

Business Opportunities

  • Enable Single Sign-On (SSO) across CVS digital products and business lines to eliminate the need for multiple logins.

  • Streamline customer support by creating a more connected and efficient support experience for members.

  • Bridge key healthcare services by integrating pharmacy, clinics, and insurance into a unified digital ecosystem.

North Star Concept

✶

North Star Concept ✶ 

 Enterprise Checkout Component (initiative)

    • Streamline the billing and checkout experience across CVS business lines to create a more consistent and efficient payment flow

    • Support multiple payment methods, including credit/debit cards, gift cards, rewards programs, manufacturer benefits, bank accounts, and FSA/HSA

    • Develop a flexible, reusable component that can be customized and adopted across different digital products and teams

    • Create a vision for Enterprise billing component that can be leverage by other business channel & teams

      Conduct internal component analysis (functionality, UI, copy and code environment)

      Collaboration cross team & discipline sessions
      collaborate with dev team to create MVP and execution plan

Miscellaneous/ Workshops/ Testing Concepts
Previous

Google Interaction Design Exercise
Next

Converse Storefront on Amazon