CONTENT-FIRST DESIGN AT CVS
Role: Content Designer
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Project Plan: To take a content-first approach to redesigning the retail order tracking page.
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Design & Scope Planning: Although our order tracking page, built on the Narvar platform, was dynamic and could be reformatted based on the stage of an order, we were not using that functionality to its fullest extent. I proposed that this would be a great opportunity for content-led design. Design leadership agreed, and I, along with a UX designer, began design discovery work.
Design Process: As part of the discovery process, I conducted competitive analysis, reviewing a variety of different order tracking flows from various companies to understand the strengths and weaknesses as well as where there might be opportunities for us to build something better.
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Then my UX design partner and led a workshop with our team to explore the user journey for order tracking, which included an empathy mapping exercise. After the workshop, we built a user journey map, which we reviewed with the team. Then we aligned the map with the dynamic pages we could build using the Narvar order tracking tool.
I used the aligned user journey map, to build content priority guides for each dynamic page.
After mapping out the user journey and building priority guides for different versions of the page, I worked with my UX designer partner to build out examples of the page based on our content design work. We then presented the work to stakeholders for approval.
Check out a full walk-through presentation of the project with example screens. A version of this was also presented at the inaugural UX@CVS conference in November 2023.