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CVS

Senior Experience Designer

Role

While at R/GA, I had the opportunity to provide Experience Design leadership as well as work with a talented team of strategists, creative directors, and visual designers on two separate projects for CVS Health: the CVS.com shopping experience as well as a guided health native app.

Responsibilities

  • Customer Journey Mapping
  • Stakeholder Interviews
  • Information Architecture
  • Content Blocking
  • Idea Concepting
  • Wireframes
  • Interactive Prototype
  • Client Presentation

Work Details

Agency

R/GA

Year

2022

Website

CVS.com ➔

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CVS.com
CVS Health App

CVS.com

Description

I was part of a small team at R/GA which led the efforts in redesigning CVS.com as well as concepting new features for their e-commerce shopping experience.

Responsibilities

  • Information Architecture
  • Content Blocking
  • Low-Fidelity Wireframes
  • Feature Ideation
  • Interactive Prototypes

Wireframes

Wireframes for anonymous and logged-in experiences


Personalization

Personalized shopping experience concept


Feature Ideation

Together with a team of strategists and creative directors we collectively ideated on numerous innovative features for the CVS shopping experience


CVS.com

Integrating the Shop experience into CVS.com


CVS.com Personalized Experience

Personalized and dynamic content based on location, time, and user preferences (when user is logged-in)


CVS.com Anonymous Experience

Dynamic content based on location and time (when user is not logged-in)


Category Page

Dry Skin category page template


Mobile Experience

Symptoms Assessment prototype

CarePaks module prototype


CVS Health App

Description

CVS Health, in partnership with Aetna Health, sought out help from R/GA to design a new user experience which guides their users through a more personalized, dynamic, and empathetic health care system for employees.

Responsibilities

  • Information Architecture
  • Content Blocking
  • Low-Fidelity Wireframes
  • Feature Ideation
  • Interactive Prototypes

Overview

Defining a new navigation experience for CVS Health and Aetna customers


The Vision

Our vision: to enable holistic wellness for employees


Research & Strategy

Research activities Competetive landscape analysis Discovery activities Through quantitative surveys and workshops we came up with 6 archetypes and user journeys The 7 key areas we focused on


Key Themes

The 3 themes we focused on:

  • Confident Decisions
  • Informed Preparation
  • Inspired Behavior Change
Theme 1: Confident Decisions

Theme 2: Informed Preparation

Theme 3: Inspired Behavior Change


User Flows

Getting Started Getting Started: Home Experience Managing a New Diagnosis Managing a New Diagnosis: Individual Care Journey Managing Others Managing Others: Home Page


User Navigation

Concept for the navigation and home screen Main Navigation Breakdown of the navigation and primary sections on the home screen Displaying dynamic goals to show users milestones and achievements Personalized care recommendations


Wireframes

Home screen Add new event screen Adding a condition Assessment screen Health condition questionnaire Assessment complete


Prototype

Interactive prototype showcasing the main navigation and user experience of adding a new health condition from the home screen