CVS: Virtual Primary Care
Onboarding over 10,000 users to the CVS virtual healthcare service.
Impact: Providing digital primary care to patients who can’t make it to the office.
Goals
I had just designed the landing page for the virtual care service when my team was tasked with updating the page and building the onboarding flow as well.
Verification
Allow the user to check if they are verified or not to use the service.
Virtual visit
Ensure that eligible users complete their first visit for their information to be set up on the back end.
Education
Introduce virtual primary services to eligible users.
Initial testing
Medical forms are known for being long and hard to understand, and comprehension and speed were my top two concerns.
I chose the participants for the study with my accessibility designer to create the most understandable and simple solutions.
We created groups for people with cognitive disabilities and people who spoke English as a second language.
The participants also matched with CVS’s persona of the Chief Health Officer, someone who manages healthcare for themselves and others.
Initial testing wireframe examples.
Our users had several pain points that stopped them on the home page.
Also, we had legal constraints that required users to understand the age restrictions but only 30% of the initial testing group could answer the questions about it correctly.
Costs
“I want to know how much it costs.”
60% of participants wanted to know how much the visit would cost before checking their eligibility.
Care Services
“I’m not sure how to use the service.”
75% of participants wanted examples of conditions they should be calling about.
Eligibility
“I want to know if I am eligible sooner.”
60% of participants felt that the eligibility confirmation came too late in the process.
Journey mapping
A journey map of the experience was created to track each use case and entry point, and align with engineers.
Solution Design
I designed these Jump Links to make the page easier to scan and let users have more control over how much information they see.
With jump links, the correct answer rate during testing improved from 30% to 90%.
When the landing page was divided into an Adult tab and a Kids tab, it improved understanding of children’s services by 200%.
Due to the wide variation in insurance coverages, pricing couldn’t be presented to users.
We used copy to change the focus from eligibility and emphasize getting care.
The text was changed from “Check eligibility” to “Sign in to get virtual care” for unregistered users and “Get a visit” for registered users.
This created functional clarity and reduced anxiety around being eligible.
Once users were confidently entering the service, we had to collect their data through a series of forms.
I coordinated my engineering team with the Minute Clinic team to build the eligibility check into the form as a question and move users automatically between CVS or Minute Clinic as they filled out their information.
We were not able to build a separate account management page.
Our solution to this was that after a user is registered, they can manage their information and other accounts by updating the onboarding form when they return to their next virtual visit.
Just like a doctor’s office.
After the patients finish their visit, they will be redirected to their CVS VPC Dashboard to manage more information about their healthcare and account.
Accessibility was key to usability for our forms.
Form Accessibility
Besides including accessibility during testing, key ideas needed to be maintained in the forms for usability, accurate data collection, and comprehension.
Set expectations
Ensure that users are always aware of what they are doing and what will happen next.
Be accurate
Ensure users are aware of how and why their information is being used.
No assumptions
After making the user aware of the form’s content, directly ask any health questions needed to help users give the most important/useful data without private health assumptions.
This idea was adopted into CVS’s design standards as well!
I worked closely with the Accessibility team to review and markup documents for handoff to engineering.
Validation testing
This validation testing led to adjustments in how we coordinated our form information and CTAs to ensure correct expectations were set for the process.
Prototype
Browse my prototype experience and my screen designs.
Results
I’m very proud of the service and that it will allow CVS to provide more robust and accessible digital options to patients who can’t always be in the right place at the right time.
15k
Over 15,000 patients registered in the first month.
5 minutes
The average registration time.