Designing for
deals & rewards

ABOUT

CVS Health is a Fortune 6 health solutions company with 9,900 retail locations and nearly 77% of revenue coming from pharmacy and 23% from front store categories such as over-the-counter drugs, and consumer health, beauty and personal care products.

A key driver in the success of the retail segment is the ExtraCare® loyalty program (one of the largest and most successful in the U.S.) with 74 million members who are provided with a variety of deals & rewards.

KEY ACTIVITIES

01. Conducting competitor research / documenting best-practices.

02. Creating prototypes and conducting user testing.

03. Driving design from wireframes to polished visual designs.

PROBLEM

Members did not have an easy way to view, track and use their deals & rewards via mobile devices.

OPPORTUNITY

Tap into the power of personalization and deepen our relationship with each customer.

RESPONSE

As lead product designer, I was responsible for:

• Creating user flows and prototypes for user testing.
• Conducting an audit of loyalty programs across industry leading mobile apps.
• Driving UX research to gather feedback on placement of rewards & offers.
• Translating conceptual ideas into highly crafted interactive experiences.
• Sharing early prototypes and mocks with stakeholders to demonstrate how a particular interaction will work and get feedback on technical feasibility.
• Presenting high-fidelity prototypes and designs to stakeholders across the organization.
• Having user tested designs ready for review / input from cross-functional teams and leadership.
• Working closely with engineering to ensure a quality deliverable.

OUTCOME

Best-in-class "Deals & Rewards" experience with exclusive benefits and highly personalized offers. Members can choose to use their rewards on their next visit or watch them add up and spend them later.

DELIVERABLES

• Competitor review / analysis
• User flows
• Visual designs
• Prototypes for user research and cross-functional alignment