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 loyalty program 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
• User flows
• Visual designs
• Prototypes for user research and cross-functional alignment