CVS | Design Leadership | 2023
By unifying its disjointed ecosystem, CVS is uniquely positioned to disrupt the landscape of Health
CVS has an incredibly disjointed ecosystem of 100+ websites with 40+ apps and wanted the right partner to help create an industry-defining, unified digital experience: a Super App. Key executives asked David and the team to showcase their best design innovation with a focus on the inspirational, disruptive, unique, and delightful. David’s team pitched, sold, and delivered a strategic approach for an innovative vertically integrated daily-use app. By 2026 CVS aims to engage with 60 million digital customers (50% using the app over 20 times a month) through industry-leading omni-channel features for utility, engagement, and monetization.
Why It Was A Success
UPPED THE DESIGN GAME
With over 500 designers the work elevated CVS’ understanding of what is possible through design.
REPEATABLE MODELS
Replicating design processes that showed CVS design leaders how to push boundaries successfully.
LIVING LIBRARIES
Regularly updated and formalized as a learning program for design education.
A Living Library
The team built a living library to address design problems for CVS customers using elegant solutions that delight customers, drive engagement, and increase customer lifetime value. These experiences aligned to four larger conceptual territories representing unique but interconnected ways CVS relates to customers and how to respond at the right moment, in the right way.
Basic & Premium Functionality
To drive business outcomes across the broader enterprise strategy, the team focused on Brilliant Basics and Premium Experiences with integration across business lines.
BRILLIANT BASICS: Best-in-class transactional experiences
KPIs: Customer Satisfaction (ETMMs, Crash-Free Rating, Task Accomplishment Rate)
PREMIUM EXPERIENCES: Reimagined and differentiated experiences.
KPIs: Adoption, Engagement Frequency, Customer Satisfaction (App Rating)
Premium Experience: Caregiving
Provides permissions to designated caregivers to access select information and act on behalf of the care recipient (e.g. view).
In-Scope MLP Priorities:
- Streamline digital + in-store (RxC) caregiver setup and automate for Caremark dependents
- Integrate caregiver onboarding functionality into key flows
- Enable non-customers to act as caregivers to CVS customers
- Enable caregiver setup for Specialty and Caremark customers without requiring an RxC ID
- Simplify consent and preference management on behalf of caregivers
- Celebrate, reward, and proactively offer support / care to our caregivers
- Progress foundational work required to unlock cross-enterprise caregiving capabilities in the future
OKR:
- Grow user base and digital adoption – simplify onboarding, streamline caregiver onboarding
- Additional care and clinical support
Premium Experience: Health Triage
Asks health queries and receives personalized recommendations on products, content, and others.
In-Scope MLP Priorities:
- Unify search capability across the following areas:
– Navigation – Help customers find and navigate to key pages, flows, and services within the App
– Content Discovery & Rx Info – Surface relevant drug (descriptions, uses, side effects) and condition info
– Health – Surface relevant MinuteClinic services, scheduling tools, clinic locations, and content
– Front Store – Surface relevant products, deals, and fulfillment capabilities for Core Shop - Scale chatbot capabilities leveraging conversation AI to drive self-service for top intents (Refills, Order Status / Issues, Nearby Store Pickup, Transfers, Delivery, Appointment Scheduling, etc.)
- Channel shift inbound IVR / voicemails to digital outbound messaging channels for patient follow-up
OKR:
- No Calls / Self-Service – Self-Service Capabilities (Refills, Order Status, Action Notes, Prior Auths, etc.); Chatbot and Live-Agent Support for Transactional & Clinical Questions
Premium Experience: Conditions & Medications
Eases the overwhelm of consumers onboarding to new conditions by providing bite-sized content, facilitating the process of tracking and managing their medications
In-Scope MLP Priorities:
- Trigger condition onboarding offer based on new Rx therapy starts in Retail, Caremark, and Specialty or medical results (1st condition TBD)
- Leverage Clinical Virtual Assistant / Digital Counsel – Platform to surface relevant therapy-specific content (snippets, articles, videos) during key moments (first fill, adherence / symptom check-in, first refill) via preferred communication channels
- Integrate contextually relevant NBAs throughout the experience (auto refill, gaps in care, health plan messages, etc.)
- Ability to access all content outside of the condition management flow (Health Triage, SEO)
- Daily medication adherence tracking and medication reminders for caregivers and caregivers (pre-populated using existing Rx fill data and medication schedule)
- Ability to view / track engagement and / or progress with new condition onboarding (and re-engage during key moments in the journey like refills, building a habit for 30 days, etc.)
OKR:
- More Care / Clinical Support – Digital Counsel Platform, Symptom Tracking, Side Effects, Adherence Tracking
Premium Experience: Health Records
Centralizes user’s personal health records (internal and external sources) and easily and securely share data with providers and caregivers.
In-Scope MLP Priorities:
- Ability to show health / medical information across the CVS ecosystem in the App
– Additional data attributes to be added (above and beyond Health Dashboard) in partnership with Business GMs - Ability to share the record with providers and care group members
- Ability to apply caregiver permissions to health records (health BU only)
- Ability to verify and confirm health record data over time to maintain a top record
- Ability to compile and show information, based on an LOA2 account
- Ability to surface contextually relevant NBAs based on the contents of your health records
OKR:
- More Care / Clinical Support – Records & Results at Your Fingertips
Premium Experience: Health Rewards
Earns rewards across the CVS loyalty programs, while staying on top of your health, through healthy habits.
In-Scope MLP Priorities
- Integrate rewards programs across the ecosystem into a single customer UX (Extracare, PHR, MinuteClinic, Signify, etc.) for individuals and families
- NBAs to drive upsell / enrollment in new rewards programs (ExtraCare+, PHR)
- Contextually integrate PHR into core Rx flows
- Ability to create new rewards that incentivize
customers to:
– Adopt new behaviors (barcode pickup, refill, digital check-in)
– Drive Signify utilization (in-home visits) - Ability to push / notify customers if there is a status change / triggers for their rewards
- Increase adoption of new HIPAA consent
- Ability to connect rewards with health / wellness trackers (Note: Assumes we scale Healthy Rewards)
OKR:
- Integrated Rewards – Integrated Rewards Experience Across Enterprise; Enhance Loyalty Program Benefits and; Expand Incentives
- More Users / Digital Reach & Adoption – Incentives and Gamification – Loyalty = Visually Depicted Example / Rewards, Progress Tracking
Premium Experience: Health Spending
Allows for user insurance information to be viewed and saved, and to view and apply relevant balances (i.e., HSA / FSA / OTCHS) to purchases.
In-Scope MLP Priorities:
- Improve price transparency for prescriptions using all available data sources (Caremark mock adjudication)
- Ability to view progress against individual and family prescription & medical deductibles
- Ability to link Aetna insurance during onboarding flow
– Persist and pre-populate throughout the experience - Ability to view insurance card details on demand
- Ability to view current HSA / FSA / OTCHS account balances and initiate shopping directly from the App
OKR:
- Price & Status Transparency – Drug Cost Transparency and Progress Against Deductibles
- Messaging & Communications – Proactive Messages For Changes to Order (Price, Availability, Promise Time, etc.)
Near-Term Roadmap
To achieve this the team focused on: 1. Personalized to-do lists; 2. Loyalty placement while driving an upsell; 3. Drive enrollment to key services and programs; 4. Service dashboard navigation for scheduling virtual and in-person care; and 5. Personalized retail placements. The team developed a roadmap for the CVS Super App MLP’s 6 premium experiences to be delivered over 5 quarters starting with:
Launch
CVS Health continues to drive a step-change in consumer health, launching a Super
App that simplifies caring for yourself and loved ones that connects health records and prescription management.
PERSONALIZED HOME: CVS app users now see a redesigned app home screen with an integrated “to do” list that elevates access to the highly utilized features like, refilling prescriptions, checking order status, and enrolling in ExtraCare+. Users can save time and money by easily linking their prescription information and signing up for ExtraCare from the app home screen.
Scale
CVS Health improves access to consumer health data and services through their Super App solution.
HEALTH SPENDING: Elevated pharmacy experience that surfaces refill status, store hours and location, and Rx co-pay cost on the home screen of the app. HEALTH REWARDS: New and improved ExtraCare+ experience with exciting program benefits that are easy to take advantage of. HEALTH TRIAGE: Integrated app search experience that helps users easily find content related to prescriptions information, health services, and products
Transition
CVS Health announces a revolutionary healthcare app experience that offers end-to- end health journey support.
PERSONALIZED HOME: Vertically integrated, personalized, home screen that delivers a consumer-first experience of the most relevant information and tasks to support users managing their health. CONDITION ONBOARDING & MGMT: Suite of condition related content and medication reminders to support users on their health journey. HEALTH RECORDS: Health dashboard that summarizes users' health information, include summaries from previous visits and past test results. CAREGIVING: Caregivees will have the ability for multiple Caregivers to access and manage their account.
Add On
CVS Health expands their digital offering with an AI powered app experience across their lines of business.
HEALTH TRIAGE: Simplified Minute Clinic scheduling experience via bot that can display scheduling calendar, set patient appointments, change and cancel appointments for vaccinations, health screening etc. HEALTH RECORDS: Streamlined health record experience that empowers users to share their health records directly from the app via SMS or email. HEALTH REWARDS: Enhanced loyalty experience that incentives
Add On
CVS Health offers a dynamic and omnichannel health experience.
ENHANCED STORE: Omnichannel app experience that surfaces key utilities to streamline the store experience. HEALTH SPENDING: A centralized payment wallet that will allow users to pay bills, purchase prescriptions, and front store products across lines of business. HEALTH SPENDING: Integrated health plan shopping experience that displays member balance with easy access to start shopping a contextual catalogue
"I love it. Well done. This must be our reality."