CVS Members’ Dashboard
As part of an organization-wide rebrand, the Digital UX Team redesigned and optimized the member dashboard to align cross-team business goals and deliver a more streamlined experience for CVS Pharmacy members.
Project BackgroundMy InvolvementCross-functional Collaboration & Alignment
Cross team & discipline collaboration sessions
with Product Owners, Product Manager & Marketing partnersResearch share-out
Design share-out
Implementation plan & QA
Research & Data
Collaborate with researcher to conduct moderated & unmoderated user testings to better understand challenges, members’ needs & expectations
Design
Wire-framing
UX journey & persona
Wire & prototype creation
Beofre : Pharmacy Members' Dashboard
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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
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Learn user needs and expectations
Get the foundation right—optimization
Healthcare re-imagine—vision creation
✶ Pharmacy Dashboard North Star ✶Healthcare Re-imagine
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Establish an e-commerce model for Pharmacy by introducing a unified cart experience that connects key pages and optimizes global navigation.
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Build a refill shopping cart foundation to support future integration between pharmacy services and retail products.
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Expand the pharmacy experience into retail by enabling members to add in-store items while refilling prescriptions.
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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
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North Star Concept ✶
What’s Next?
⇢ Implementation Plan
⇢ Tagging & Data Monitoring
⇢ Read & React Based on Data
⇢ Vision Sharing & Cross-Functional Team Roadmap Creation & Planning
⇢ Update Prescription Schedule, Refill & Order Details pages to streamline RX journeys
⇢ Checkout Optimization
Enterprise Checkout Component (initiative)
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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
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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