CVS Pharmacy Homepage

As part of CVS Pharmacy’s brand refresh, the Marketing Team led an initiative to redesign and optimize the retail pharmacy homepage.

Project Background
My Involvement

Cross-functional Collaboration & Alignment

  • Knowledge transfer

  • Research share-out

  • Design share-out

  • Brand & copy verbiage alignment

  • Project roadmap creation & planning

  • Implementation plan & QA

Research & Data

  • Unmoderated user testings & A/B testings

  • Card-sort, nomenclatural study, tree-test

Design

  • Wire-framing

  • UX journey & strategy

  • Design mock-ups

Before: CVS Pharmacy Homepage

    • Homepage design does not aligned with new brand

    • Useful features and tools are under-utilized and presented

    • No presence of Marketing campaigns nor educational or information content

    • convoluting navigation and interaction

    • Product & service offering awareness

    • Streamline unauthenticated & authenticated pages

    • Set customer up for success with clear navigation, call to action and expectations

    • Accessibility & compliance and responsiveness

    • Boost customer engagement

    • Increase of account creation by 15%

    • Hub of landing pages, micro sites and campaigns

Concept Creation by External Agency

    • Navigation needs clear visual cue to imply clickability

    • With red background, error message to account sign in could experience challenges from both usability and implementation perspectives

    • Some of top primary tasks like Refill & Transfer to CVS could get lost

    • The anchor interaction to the gray utility bar has learning curve

    • Black text links didn’t look clickable and could lose engagement

    • Use of unfamiliar language require longer cognitive load from user’s end

    • Lack of a responsive mobile view

    • Participant enjoyed the new fresh look and thought the reds really popped and guided the eyes

    • Appreciated the imagery and use of iconography throughout

    • Longer content but overall easily understood

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

What's Next?

Mobile Optimization

  • Ensure design is scalable and responsive

  • Sign-in to be within viewport

  • Secondary landing pages need to be mobile friendly

Further Engagement

  • Monitor desktop & mobile engagement to further optimization site

It’s More Than A Homepage

  • Ensure the authenticated, member’s experience is updated to not only carrie the same branding but also help guide members to complete task with ease

Next

CVS Members' Dashboard