Pharmacy Homepage

(collaborated with Marketing team & 3rd party agency and helped with implementation)

• Marketing goal:

  • Boost customer engagement

  • Increase of account creation by 15%

  • Hub of landing pages, micro sites and campaigns

• UX Digital team’s goal:

  • 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/

Pain-point observed and researched by Digital team:

• not aligned with Brand, utilitarian look & feel

• useful features and tools are under-utilized and presented

• see no presence of Marketing campaigns

• convoluting navigation and interaction
  

Involvement:

• Collaboration session with stakeholders and teams/ parties involved

• Unmoderated user testing & A/B testing

• Research: card-sort, nomenclatural study, tree-test

• Brand & copy verbiage alignement

• Implementation plan

• Cross team coordination & collaboration

User testing feedback:

• Users were successful finding and accomplishing the top tasks, using the different ways of finding information:

• For top tasks ”front and center,” clickable promo titles, text and horizontal arrows, lower banner CTAs & footer links.

• Promo “tile” boxes were helpful at attracting attention

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

• Participants were surprised at the range of services offered (e.g. delivery)

• Headings and consistent breadcrumb use, primary CTA prominent with clear, next best actions

What’s next?

Optimization on mobile

• Not clear how to incentivize non-online CVS customers to use digital services

• Promos were used more on desktop than mobile

• Secondary landing pages need to be mobile friendly (would also benefit desktop users), with clear

Concept creation by Agency

Final implementation