UX Designer: CVS Caremark App

Includes Agile Methodology, User Feedback, Product Management

TL;DR

While working at the Digital Innovation Lab at CVS, I was on the Caremark team. (Caremark is a prescription benefits management product.) I was assigned to work on the App Drive for Five project, which was a lean team, running Agile with releases every two weeks. Our north star was to improve the app rating in App and Google Play stores. We brought the iOS app rating up one full star to 4.5 and raised favorable reviews for the Android by 58% with a 3.5 star rating.

Overview

The business owner of the App Drive for Five project regularly received feedback from users via the app stores and a Foresee survey within the app. I worked with him to review these data sets to inform the design backlog for the project. We were able to improve onboarding, sign in, RX refill, and add functionality based on user’s needs.

Process

contact_support Discovery
search Research
create Design
feedback Feedback
important_devices Prototype

Other than an accessibility SME, I was the only UX digital team member on the project. We worked with design imbedded with dev and began discovery for large design tickets three sprints ahead of development. I was responsible for creating the user experience for new functionality such as Android fingerprint sign in and saving Caremark cards in member’s Apple wallets. I also reviewed flows that received negative user feedback, like “easy refill”, and created improvements which we could measure and iterate on.

Outcomes

Based on improved ratings in both the Google Play and Apple App store, the Drive for Five project moved the needle towards the goal. Lean UX implemented with Agile methodology allowed the small team to create better user experiences and increase usability of the Caremark app. Leveraging the user feedback available insured that the backlog reflected real user goals and was having a positive impact such as improving successful user sign in by 17% and increasing usage by 13%.