Crafting UX Research, Strategy, & Design for New Flagship CVS Stores

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Overview

CVS HealthHub stores had just rolled out, but because of a unique rollout, there was a significant gap in digital strategy needed to encourage and manage health-related visits, and integrate these new store types into existing digital assets. I took my team to visit Walmart’s first Wellness Hub Store, as well as CVS’s first HealthHUB store to begin conducting research. We then built consensus on a robust digital strategy to deliver new online and in-store experiences and establish a long-term digital strategy.

Key Problems & Goals

Problem #1:

The company’s new strategic focus on healthcare and wellness included a rapid launch of many new healthcare services and products provided under the umbrella of a brand new type of CVS store - the CVS HealthHUB. However, because this rollout was closely managed by executive leadership under considerable secrecy, it did not include the typical level of coordination with the digital team. As a result, it became clear that significant gaps in both digital strategy and service design existed and required urgent attention.

Problem #2:

We had to move quickly, but we did not yet have a relationship with our new business partners.

Problem #3:

Through MinuteClinic, CVS already offered over 80 different services. Integrating about 30 more, along with new store types, and new kinds of caregivers required reworking our taxonomy and scheduling flows.

Goal #1:

Help drive short-term and long-term digital strategy, identify service design gaps and solutions, and build relationships and trust with stakeholders.

Goal #2:

Quickly build trust and relationships with new business partners by collaborating to articulate both short-term and long-term goals, and find a way to help them evangelize the customer experience by producing storytelling tools that were mutually beneficial - not just for design and research - but also for product and business partners.

Goal #3:

Establish an integration strategy that met immediate needs and catered to long-term plans, including a new landing page, navigation rework, taxonomy, and wayfinding.