Project Overview
Simplifying CVS ExtraCare to Elevate Customer Engagement and Retention
Simplifying CVS ExtraCare to Elevate Customer Engagement and Retention
Role: Design Lead
Project Goal: To streamline the CVS ExtraCare Loyalty program, simplifying the user experience to increase engagement and drive conversions while ensuring scalability.
ExtraCare, CVS's flagship loyalty program, faced challenges due to its complexity, affecting user satisfaction and engagement. Our goal was to redesign the experience with a focus on simplicity, personalization, and accessibility across web and mobile platforms.
Challenges and Opportunities
Understanding the Gaps in the Loyalty Ecosystem
Understanding the Gaps in the Loyalty Ecosystem
Discoverability: Key features were buried in unintuitive layouts, leading to low user engagement.
Design Consistency: The lack of adherence to our design system created a fragmented experience.
Personalization: Limited tailored content reduced the program's relevance to users.
Accessibility: Barriers existed for users relying on assistive technologies.
Our Approach
Laying the Foundation for a Seamless Experience
Laying the Foundation for a Seamless Experience
1. Research & Insights
We conducted surveys, user interviews, and analytics deep dives to hone it on pain points.
We conducted surveys, user interviews, and analytics deep dives to hone it on pain points.
• Highlight: 60% of surveyed users found the navigation cumbersome.
• Stakeholder workshops aligned cross-functional teams on priorities.
2. Reimagining the Structure
• Site Mapping: Redesigned the loyalty map to simplify navigation paths.
• Taxonomy Innovation: Developed a dendrogram taxonomy to streamline content categorization.
3. Iterative Design Process
• Lo-Fi Prototyping: Created wireframes showcasing the revamped loyalty feed, deals, and rewards pages.
• Hi-Fi Visuals: Established a cohesive visual language that reflects our design system.
• Mobile-Specific Designs: Delivered tailored experiences for ExtraCare and ExtraCarePlus members, addressing key user journeys.
Outcome & Impact
Driving Engagement Through a Simpler, Smarter Loyalty Program
Driving Engagement Through a Simpler, Smarter Loyalty Program
• Streamlined User Journeys: Redesigned flows resulted in a 13% increase in Send to Card actions.
• Enhanced Accessibility: Collaboration with accessibility teams ensured WCAG 2.1 AA compliance.
• Positive User Feedback: A post-launch survey revealed a 25% improvement in overall satisfaction.