DEFINING THE PRODUCT DESIGN

Context

CVS wanted to work with us to create a guided health navigation platform. This project followed the early parts of the design process, meaning I focused primarily on user research, experience auditing, and communicating early low-fidelity wires to clients.

Figuring Out What Medium To Design For

Deciding the medium for this product took a bit of back and forth. Would it be an app or a web experience? Ultimately, we proposed an app. Based on our user research, we found it was essential to provide something close to a place people already are and are comfortable. Centralizing many tasks they handle in disparate healthcare apps was our best approach.

RESEARCHING OUR AUDIENCE

Experience Auditing & Research

Working With The Strategy Team For The Audit

This phase took a hybrid approach, with the experience design (XD) team working in parallel with the experience strategy (XS) team. While the strategy team was finalizing the synthesis from the qualitative and quantitative research, we began a competitive analysis to understand better the industry and the experience conventions familiar to it.

Full Audit
Snapshot of the breadth of the audit
Flow audit
Detailed audit annotations
audit themes grouped
We paired the audit findings with user surveys and research insights
Creating The Semantic Model

I figured it would be best for the team to set out with a few conceptual models that have greatly helped me during the ideation process. The first of which was a conceptual grammar map. This excellent collaboration tool helped us understand opportunities to design for and areas to prioritize.

semantic mapping 1
Mapping out objects to design and the actions they can perform
semantic mapping 2
Sample CA detailed look at the sub-features tied to the objects
Core-Pillars-Features Mapping

The next model is one that I borrowed from game design. I created it in a way that would allow for easy collaboration across the team within Figma.

We identified the core experience point and built out experience pillars to design within that informed how we designed the UI and presented features.

Core Pillars Features map
A detailed look at the sub-features tied to the objects

Designing the Product

Organize Feature Wireframes

Now that we had some of the features mapped out, I proposed a checklist to help keep the team on track and organize our designs.

feature checklist

Presenting Our Designs

For our final presentation, we simplified these features into mobile flows. We created a few flows to show how users could use this tool to navigate their healthcare, whether understanding a new diagnosis or finding affordable care in your network.

new event flow
Explaining UI features as defined in the research
new event flow 2
Features for navigating new life events
new event flow 3
Exploring a life event content library
main menu flow
Main menu navigation architecture

Reflecting on CVS

In Summary

This project had a few twists and turns along the way. With good help from my manager and the receptiveness to my attempts at collaboration, we finally managed to align on a direction that worked for everyone. As a project, I’m glad I had the chance to flex a ton of research muscles and get some experience working off the back of the research team.

I don’t believe any plans have been made to continue with this research. So, as far as the next steps are concerned, this work remains to be fully realized. However, the auditing methodology would be used in a later project at R/GA.

The Team

Mark Malazarte
Senior UX Designer
Marcia Elisabete
Senior UX Designer
Hannah Brenner
UX Strategy Director
Morgan Ogryzek
Experience Strategist
Elyse Nganwuchu
Producer