CVS Health: Login, Payments, Accounts
How we improved KPIs across web, native apps and APIs for CVS Retail Pharmacy, Specialty, and Caremark
Role: UX Design & Strategy Lead → Product Lead. Guided 8 scrum teams with hands-on involvement from research through launch.
Note: CVS Health maintains strict data privacy protocols. Only publicly shareable metrics are included here.
The Challenge
CVS Health’s identity infrastructure was fractured from years of acquisitions. Members had separate logins for Retail Pharmacy, Specialty, and Caremark — no unified view of payments or account history. Password reset calls were a significant cost driver.
Approach
Discovery: Dug into Voice of Customer data, call center transcripts, and analytics. Multiple insights emerged — e.g., members failed at login because they didn’t know which login to use. Researched how competitors addressed similar fragmentation.
Iterative Design: Synthesized discovery into novel approaches for registration and login. Tested and refined until critical thresholds met.
Alignment: Presented concepts to stakeholders. When LOBs disagreed on unified ID strategy, refined prototypes and data flows to make tradeoffs tangible. Screens > spec docs.
Team Building: Hired 7 to round out a 26-person UX/Content/Accessibility team. Prioritized enterprise design system fluency and WCAG expertise — at CVS scale, accessibility is millions of members.
Results: +9% login success and improved NPS via biometric authentication. 20% call-in rates — Specialty Pharmacy payments redesign (multi-payment support, instant transactions, added security). Unified account experience across 3 LOBs, 47M+ members. All workstreams hit KPI targets on time (SAFe PIs)
“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.