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Julie Harpring

CVS Caremark Website Redesign

Prescription benefit company CVS Caremark came to Designkitchen with a desire to create a member experience online that reflected its position in the marketplace as a human, caring provider of medication coverage and mail order prescription services.

My Role

User Experience Lead

My Tools & Techniques

  • In-home interviews:I talked to people in their homes about their experiences managing multiple long-term prescriptions and supplemented the findings with secondary resources about patterns of long-term prescription use. The research uncovered key barriers to the use of prescription benefit websites, including the comfort provided by a relationship with a local pharmacist and doubt that mail order would be reliable enough for critical medications.
  • Mapping the prescription journey: I worked with team members to sketch the prescription management journey based on the research.
  • Refining insights and concepts After identifying opportunities for the site to support members during each phase of the prescription process, I worked with my team to develop concepts focused on education, emotional support, and facilitation of conversations between doctors, members, and pharmacists about (1) affordability and (2) whether a medication is doing its job well without unlivable side effects.
  • Prototype, testing, and implementation: Working closely with the visual designer, associate creative director, and developers, I sketched and refined the concept for a dashboard that would alert members to upcoming refills and expirations; savings opportunities; and the status of recent orders. After receiving feedback from the client and refining the concept, I created a site map, content matrix, wireframes, and flows for the rest of the site and facilitated usability evaluations of prototype screens that evolved based on the results.

Visit the site

CVS Caremark Member Portal

CVS Caremark home page
CVS Caremark:
As the user experience lead, one of my most important challenges on the project was to completely recategorize the content of the site and introduce a new navigation system based on my research into the customers' mental model.
Whiteboard with sketches of the prescription journey A diagram of opportunities for the site A wireframe sketch from the concepting phase of the project
Process:
After conducting in-home interviews with prescription plan users and reviewing studies about the behaviors of people who take mulitple long-term medications, I developed a model of the prescription process. I used the model throughout the process of concepting, sketching, and creating site documentation (wireframes and flows) to guide my decisions.