Case Study
CVS: The New Profile Experience
CONTEXT
This project was a primary focal point during my time at CVS. Account creation, along with account management - and everything in between - was identified as a point of frustration with customers.
We received reports from CVS’ user research team that there was significant dropoff and user frustration with the current amount of information that they had to enter to be able to do anything (including connecting their pharmacy to their account) on the CVS app.
The initial focus was on reducing friction for users within account creation.
THE OPPORTUNITY
Rethink how we approach “profiles” and “accounts” within all the digital CVS properties to make it easier for people to manage.
First step was to audit the entire account experience.
This included searching across all of the CVS.com properties to see where there was any account-related content. After compiling a complete sitemap, we saw that there was a lot of disjointed and repetitive account management across the CVS.com experience. We had a hypothesis that this was creating a decent amount of frustration since some of these accounts were managed differently compared to each other.
We decided to start by trying to lower the barriers to entry.
We saw that people feared a longer process duration than it actually took, so we started with a hypothesis that “less is more” in terms of being able to get people up and running with a CVS account.
So, we created a batch of wireframes with minimal required information.
Put together a test script outlining various basic account creation tasks.
Less time spent, and more willing to give information.
Our study findings showed that people actually had a perception that creating their account would be a lot faster than our current production site takes, and the prototype testing indicated that it was even significantly faster than those expectations which was fantastic.
The unexpected hero of the usability testing? User Choice
When testing, one of the features users liked the most was right at the end of their account creation and pharmacy verification where we asked them what they want to do next. People said that it helped guide them through the process and explain what access to certain features they would get if they completed the next part of their profile.
We then expanded our designs to include additional paths, states, entry points, and got developer feedback.
Taking the successful primary paths, visual designs were created.
Using the CVS design systems, we layered in the visual design to bring the aesthetic to life, and to be able to give users a more realistic usability test.