CVS
Minute Clinic

Role

Lead Product Designer
UX Researcher

Team

UX Designer
Visual Designer
Content Designer (Copy)
Project Manager

Duration

3 months

Duties

Competitive Analysis
Heuristic Analysis
User Research
Concept Ideation
UI Design
Prototyping

Product Overview

The CVS team wanted to remake the Minute Clinic website to bring more attention to what the services are being offered. Not only does it need to be functional, friendly, and visually appealing we need to keep it mobile first as that is the base of there users.

Problem Statement

To evolve the existing perception that CVS MinuteClinic was only for flu or vaccine shots, the homepage was redesigned to emphasize the high quality of medical providers, highlight the broad spectrum of services provided and optimize the appointment scheduling experience.

Goals

To inform the user of what Minute Clinic is and that they can take care of there medical needs. While prioritizing the needs of the user and make the components easy to use for there diverse audience.

Before

After

Design Process

Define

Project Timeline
Competitor Analysis
User Persona
User Interview

Ideate

User Flow
Information Architecture
Style Guide

Design

Wireframe
HiFi Designs
Digital Prototype

Test

Feedback
Conclusions
Future Concepts

The customer CVS Minute Clinic is someone on the go a student or a working parent. This doesn't categorize all of the audience it is noted that a large senior population utilizes CVS Minute Clinic as well.

Target Audience

User Persona

Will

Age

Job

Student

Status

Single

Location

Kids

NYC, NY

Will is a busy college student in his senior year. He usually stays pretty active in sports and the gym but is always on the go.

Goals

Frustrations

Stay Healthy and graduate in the spring

Get tested regularly for STDs

Booking at the physician takes to much time to set an appointment

He can only see his primary doctor at one location on the other side of town

Jen

Age

Job

Teacher

Status

Married

Location

Kids

KC,MO

Jen is a new mother and about to go back to work after parental leave. Between work, the new born, and taking care of her mother time is limited.

Goals

Frustrations

One place to see her family quickly

Flexible times for appointments

Dr offices are usually only available during the work day

Call and immediately get put on hold

User Research

For this project we weren't allocated a dedicated researcher, however I find research to be beyond valuable. I took the control on the research side of things to make sure I am creating the best product I can. Through the research process I was able to interview similar individuals that fit the target audience, I completed a competitive analysis, among other approaches. Through this research I was able to identify pain points to better create a solution.

User Flow

Creating an existing user flow for the website helps us to better understand where the user is entering from and what the available paths are. We want to give options but not to overwhelm the user and this can really show us some of the current struggles with the existing site.

User Interviews

During my interviews I was able to discover a few key elements. First is that most people didn't know what Minute Clinic is or what they offered. Many were left to the assumption that it only administered vaccines. Second the navigation of the current site created a lot of confusion. The scheduling wasn't intuitive and the rest of page pretty uninformative.

Pain Points

01

Navigation and scheduling

02

Information is not forward facing or easily accessible, will turn to web MD

03

What services are offered?

Competitive Analysis

In this competitive analysis I really wanted to take a look at the what other brands are showing. Is there a constant theme throughout the sites. Was became obvious was the Reasons to Believe (RTBs), it was apparent that these brands were still having to sell the customer to gain trust. As well the schedule function was front and center across the board, this led me to understand there are two customers.

Customer that knows the brand and just wants to book the next available appointment.
Customer that is still unsure and wants to explore and understand all of what is offered.

Sketches

Sketching is my quick way of starting to flush out ideas and iterating. It is a lot quicker to draw something out then to try and build it. We can also have quick feedback from stakeholders if they see value and then we can push that concept further into creation. Here are a few of the sketches for this project.

What we see here is exploration of different components from services being offered to how it works. What is the potential overall structure and general notes.

LoFi Wires

LoFi wires is the next step from sketches. We can get concepts to a digital platform and make iteration after iteration this allows us to explore how things will function.

Round 1

In round 1 I really wanted to explore the structure of the page. Using some of the existing components and leaning into some net new concepts.

Round 2

In this round we've come to an idea of where the structure is, so we started to create the concepts of how we display information. We give an MVP, a North-star, and the in-between.

Round 3

Now we start to add some more of the visual appeal. Working with CVS we start looking at some of there campaigns, iconography, and visual language.

Round 4

Taking the stakeholders feedback we start to adjust various components. Simplifying the services to pills and bring more of the providers in a carousel component. Biggest change was the scheduler really bring tech forward with geotracking to better simplify users in the scheduling process.

Round 5

In the final round I was prompted to bring 2 designs and MVP which can be immediately integrated and a North Star which they can start to work on the net new components and integrate over time.

MVP

North Star

HiFi Wires

HiFi wires bring together the visual with the foundation layout. This was created after several alignment meetings with the stakeholders. In today's world it is just as important to create a functional and visual appeal in mobile (mobile first) as well as desktop. (Reviewing the North Star)

In section 1 I'm focusing on the brand and the scheduling tool. I want the user to feel welcomed with CVS and they know it. We offered 2 types of visits and utilized geolocating to give them the closest location.

Section 2 was to highlight the amount of services they offer (135). Grouping them and marking them in these pills components. When a user clicks it will take them to that particular information page. Next was to highlight the campaigns that CVS is invested in.

Section 3 I prioritized the reasons to believe. It was important to keep the message simple and directs collaborating closely with Copy we were able to make a succinct message that reviewed well with customers.

Section 4 we want to give faces to to the clinic. Bringing forward the professional staff helps to humanize the clinic.

Section 5 when interviewing the customers one of the common concerns was insurance. It was important to bring that forward, I wanted to highlight some of the top brands for quick recognition then provide a link for further investigation.

Section 6 it was a neccesity to simplify how this process works. Given the wide range of customers I didn't want to complicate and lose anyone. So in 3 steps we tell them to schedule, check and respond to an email, then afterwards personalize there dashboard.

Section 7 CVS has success with there FAQ section already. So through a prioritization exercise it was established this would be a good place.

Section 8 what isn't common knowledge is CVS in depth database of articles and information for customers to have access to. I thought this was valuable when thinking about the users common approach was WebMD. If we could bring that information forward then they could build more trust between the brand and the customer.

Impact

Improved accessibility features, including larger touch targets and screen reader optimization, ensure a seamless experience for users with disabilities.
A more intuitive navigation and appointment booking system has reduced user friction, leading to a 30% faster scheduling process and increased customer satisfaction.

Key Takeaways

The CVS Minute Clinic website redesign prioritizes ease of access, efficiency, and user trust, ensuring patients can quickly find, understand, and book the care they need. By streamlining navigation, optimizing mobile usability, and enhancing accessibility, the redesign reduces friction in the booking process and improves overall engagement. Transparent pricing, clearer service descriptions, and integrated patient reviews build trust and confidence, leading to increased appointment conversions. Personalized content and proactive health reminders further enhance user retention, fostering long-term patient relationships. These improvements not only elevate the patient experience but also drive measurable business impact through higher engagement, reduced drop-offs, and increased operational efficiency.

Next Steps

Monitor Performance & Gather Insights
- Track key metrics such as appointment conversion rates, bounce rates, and mobile engagement to measure the impact of the redesign.
- Implement A/B testing on key pages (e.g., booking flow, homepage) to refine and optimize the user experience further.
- Collect direct user feedback via surveys or usability testing to identify any remaining friction points.
Enhance Personalization & Engagement
- Introduce personalized appointment recommendations based on user history and preferences.
- Expand proactive health reminders and follow-up care suggestions to improve patient retention.
- Leverage AI-driven chat support for faster customer assistance and triage preventive care.
Optimize Operational Efficiency
- Automate appointment confirmations and reminders to reduce no-shows.
- Improve back end analytics for clinic staff to better manage demand and resource allocation.
- Strengthen security and data privacy measures to maintain user trust and compliance.