Overview
A team of four experience designers at Digitas worked with the CVS Pharmacy marketing division to reimagine their pharmacy experience. Starting with a North Star exploration phase, we did a competitive analysis and then explored all possibilities to help elevate their experience, from site section overhauls to augmented reality.
Coming out of that, the first focus for CVS Pharmacy was to update key marketing pages that are connected to the Rx homepage with a simplified, differentiated design. The work done on these marketing pages later led to additional projects, including email redesigns and the HealthHub web experience.
Project goals:
• Provide a best in class experience that enables higher rates of acquisition + retention
• Ensure a consistent experience from one page to the next
• Design an experience that accounts for collective user and business goals
• Ensure next best actions are accounted for on each page
North Star
The North Star work was done to explore all possible options to transform the pharmacy experience, including site section overhauls, app screens, direct mail, AR and more.
Design System
The redesign consisted of 12-15 marketing pages.
Module Library + Author Guidelines
We delivered a comprehensive system they could use going forward to build additional marketing pages.
“Thank you all very much for the hard work across the team!! We have learned a great deal as well, and are also very proud of the work. Looking forward to the next phase!”