CVS Health | Guest Pharmacy Transfer Flow
Content Analysis - Understanding the Current State
The content was stripped down to avoid distractions, but maybe a little too much. There wasn’t much information for guests wanting to transfer their pharmacies to CVS on:
Pickup options for their prescriptions
Status of their pharmacy transfer (transfer failed/succeeded)
Address questions they may have during the process
Following up with guests after the process
Identifying Content Goals
The goal of this exercise is to create messaging that is clear, concise, and friendly that:
Lets them know where they are at every point in the process
Informs them of the options available to them for picking up their pharmacies
Answers common “how to” questions they may have during the process
Lets them know the status of their transfer
Addresses accessibility issues in the current flow
Content Design and Strategy
Page 1: After the landing page, this is the page where users initiate the transfer process and identify their current pharmacies.
Please get in touch for a full walkthrough of the complete content deck.
Outcome
Clear, concise content that is fresh and approachable for guests transferring their pharmacies from other stores to CVS.
Progressive page loading was replaced to new, standalone pages to address accessibility issues.
Users were give the ability to edit their inputs, by pre-populating with existing content and guiding them on making changes. This reduces the cognitive load placed on users that want to edit their content.
The content on the success page was trimmed down to show clear content, with a nudge for users to create an account so they can monitor the status of their transfer.
Status Emails were added to the unhappy path to explain the point of failure to users, while urging them to try again.
It was great to see this all come to life with a higher completion rate recorded for the pharmacy transfer process.