CVS HOME SCREEN REDESIGN
Role: Content Designer
Project Plan: To completely redesign the CVS mobile app home screen to increase visibility into all lines of business, including pharmacy, shop, health services, and more; as well as build a home screen that could be personalized based on specific user needs.
Design & Scope Planning: In order to understand the full scope of what the home screen could be, our design team spent several months focused on research and discovery work. We wanted to understand all of the potential Jobs to Be Done for typical CVS app users and to explore business goals for various lines of business. While working through this information, we held several workshops with stakeholders across the business to understand the various priorities and to build a clear hierarchy within our tasks. This work would be the basis of the information architecture of our new home screen.
We then began wireframing various possible home screen layouts to visualize how the information could be organized.
After several iterations we were able to finalize a few structural designs based on our top four user types. I built content priority guides to make sure we were clearly aligned on the information structure. We then worked with our design leadership, product team, and engineering partners to map out an MVP version of the home screen that we could design and launch in six months.
Design Process: Once we had a clear outline of what our MVP would be, our design team began iterating. I worked very closely with the UX designers to ensure every visual treatment we explored had a clear content hierarchy and made sense from a content perspective.
We decided to create what we dubbed an "Action Zone" at the top of the home screen that could be personalized for users based on their specific CVS needs. "Activity" cards would appear at the top of the screen based on user priorities and tasks. For example if a user had an upcoming MinuteClinic® appointment, their home screen would have an Activity card highlighting the appointment time and location. If a user had prescriptions that were ready to refill or ready to pickup, there would be Activity cards highlighting the necessary information for each scenario. If a user was an ExtraCare+ member, specific membership deals would be highlighted in an Activity card.
I worked closely with the designers to decide how much information should be included in each card for each scenario and we discussed options with various stakeholders across CVS to ensure that what we were planning to display on the home screen was consistent with messaging in other parts of the CVS experience.
We were able to complete the MVP designs on time and the new home screen launched in July 2024. Early data suggest that the new home screen has increased engagement, increased retail orders, a higher conversion rate for MinuteClinic appointments and an increase in immunization appointments. We continue to iterate on the home screen to add additional features and enhancements and to improve the personalized experience for users.
