CVS Health: Login, Payments, Accounts
How we improved KPIs across web, native apps and APIs for CVS Retail Pharmacy, Specialty, and Caremark
Role:
This work spans 2 roles, starting as UX Design and Strategy Lead then Product Lead, guiding 8 scrum teams with hands-on support
Objectives:
Improve Key Performance Indicators (KPIs) for Login, Registration, Payments and Account management, ensuring a coherent experience across 3 Lines of Business (LOBs.). This entailed reducing tech debt, improving UX, and evangelizing enterprise design system.
Note: CVS Health adheres to rigorous confidentiality and data privacy protocols, restricting the disclosure of specific data, metrics, or proprietary information regarding these initiatives. But, a sharable example is that we specific example that we can disclose involved improving login success rate by 9%.
Role and Methodology:
In a dual capacity, I orchestrated and refined the roadmaps, epics, and features, actively engaging in research, ideation, user testing, and wireframing from inception to fruition.
The methodology embraced:
Discovery: Review analytics, market research, Voice of Customer insights, corporate OKRs, and held open discussions with stakeholders including members and sales. Fostered team creativity through brief meetings and asynchronus channels
Team Assembly: Hired seven additional team members to a comprehensive 26-person UI/UX/Content Strategy and Accessibility team. These new recruits, skilled in UX, UI, and accessibility design with a stronghold on enterprise design systems, significantly contributed to addressing the diverse needs of members, including those with distinct cognitive, visual, and auditory requirements.
Fostering Collaboration and Sustained Motivation: Advocated a cooperative problem-solving ethos with a focus on unified goals and active listening.
Solution Development: Formulated hypotheses, devised pilot tests, and established KPIs for success assessment.
Launch and Iteration: Addressed the intricacies of an enterprise with multiple legacy systems from past acquisitions through a bespoke approach, aimed at crafting a unified, scalable platform for seamless integration with legacy systems. Conducted pre-launch user testing and post-launch adjustments, informed by data analysis, member feedback, ensuring diverse cohort and API partner inputs.
“Ariel unequivocally stood out as one of the most inspiring, knowledgeable, and innovative individuals I had the pleasure of working alongside and learning from. She consistently delivered optimal outcomes for the business while prioritizing the finest user experiences. Any team would be fortunate to have her as their leader” -
Results and Impact:
All workstreams met KPI objectives on time (SAFe agile PIs.) Although specific CVS Health internal data remains confidential, it’s publicly shared that the introduction of biometric login escalated success rates by 9%.
In Specialty Pharmacy, we improved payments through added security, instant transactions and the ability to use multiple payment forms together > reduce call-in rates by 20% and improve patient satisfaction.
A word from my helper:
“My prompt instructor tells me to start this as a disclosure
For she adores LLMs, but values transparency with composure
Along came GPT-4 with a stride so bold.
Its’ edits at times weird, but its intent is gold.
Like a muse, it danced on every word and line.
Bringing joy to editing, making the text shine!
I.e., I tried to refine this page with GPT-4 who seems to be getting weirder and more wordy over time. But, it/she/he/they found spelling and type-o’s like a god.