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 Background
My Involvement

Cross-functional Collaboration & Alignment

  • Cross team & discipline collaboration sessions
    with Product Owners, Product Manager & Marketing partners

  • Research 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

    • 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

Pharmacy Dashboard
high level vision: healthcare re-imagine

Goals

  • 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.

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

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.

Before: CVS Pharmacy Homepage

Final Mock Up

Final Mock Up

    • Primary tasks customer would engage were ”front and center” with clear visula cue on what’s clickable and not

    • Participants were successful in finding and accomplishing top tasks i.e. sign in, refill using various ways

    • Promo tiles were helpful at attracting attention to achieve marketing goals

    • Positive reaction to clean, simple layout, readability (large font and overall scan-ability) and attractiveness across all designs

    • Greater service awareness—participants were surprised at the range of services offered (e.g. delivery, simple dose pack)

    • Better hierarchy with use of consistent breadcrumb, clear CTA for next best actions

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CVS Pharmacy Homepage
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