UX CASE STUDY
CVS Health
COVID-19 Cruise
Time Frame - Five 2-week sprints
Role - Lead XD Designer
Collaboration - Researcher, accessibility, content designer, engineering, development, product
OVERVIEW
CVS COVID-19 Cruise is an end-to-end, 0-to-1, responsive web scheduling program designed to help passengers easily book the required COVID-19 tests needed to board their cruise. Initially, due to a tight deadline, I adapted the COVID-19 landing pages to create a test scheduling experience. Midway through the sprint, business requirements shifted allowed me to start fresh with wireframes, removing guesswork by specifying required tests and using progressive disclosure to clarify next steps for passengers.
ROLE
Design one generic and four cruise branded 0-to-1 end-to-end scheduling flows
Collaborated with A11Y, Research, Content, Product, Engineering and Cruise Company partners
Present solutions and deliverables to leadership and stakeholders
Facilitate feedback between the Cruise Company and CVS Brand team to achieve a mutually beneficial compromise.
PROBLEM
Needed a simple way to explain the required COVID-19 test(s) for cruise passengers and the implications of opting in or out of a preliminary test.
[The project] began with passengers needing all three tests to board and passengers had to choose whether or not they were taking the prelim test with us or somewhere else.
We had to explain which test each passenger needed for their cruise, the booking window to book and take the test all without overloading them with unnecessary information.
Leveraging pre-existing COVID-19 landing pages, we designed the end-to-end process and executed several rounds of user testing.
Original designs used for testing comprehension
MULTIPLE ROUNDS OF USER TESTING
Testing program comprehension of different scenarios
Test requirements
Window of time to take the pre-test
Age requirements
Radio button selections
Step-by-step instructions
Results
Some participants were unsure if they needed to take a preliminary test, a day-of test, or both.
In scenario #1, two out of three participants missed the “& day-of test” on the first radio button.
A few participants surprised to learn they had scheduled two tests on the confirmation page.
Participants understood why they were seeing the fallout page and the math for when to return. However, P5 suggested a reminder for the appropriate dates would be helpful.
FROM INFORMATION OVERLOAD TO TAILORED INFORMATION
MID-Sprint requirement changes
COVID-19 regulations and cruise company testing requirements changed, product allocated three more sprints to accommodate the new regulations.
The requirements shifted from each passenger needing three tests to varying requirements among cruise companies, resulting in eight different user scenarios.
We finally had a breakthrough when we weren’t constrained by technical limitations. We were able to have passengers input their unique REF ID on the landing page and display the exact tests they needed in order to board their cruise. We were able to do a complete overhaul and simplify the landing page.
We went through multiple rounds of designs to display the passengers required tests and allow them to take the pretest at CVS or another location. Depending on the pre-test selection, we tailored the experience to include dynamic content.
Applying the earlier user testing findings with the new regulation requirements, we came up with new concepts that allowed passengers to input their REF ID and select their cruise company before displaying the test they needed:
BACKEND
Pre-test logic
We were also finally able to clearly inform each passenger the exact date for their preliminary test (if needed) when choosing a preliminary test with us.
Retail VS Embark Flow
Depending on whether users needed to take a Pre-Test with us or not, they landed on either the Retail Flow (passengers who had a Pretest and took it at CVS) or the Embark Flow (passengers who had no Pretest or took Pretest elsewhere).
Passengers on the Embark Flow bypassed the locator page.
For users in the Retail Flow who had trouble finding a COVID-19 test on the locator page, we provided an exit point to enter the Embark Flow, warning users that the Pre-test would be their responsibility.
WIREFRAMING & EXPLORATION
WITH 8 POSSIBLE TESTING OUTCOMES,
I RETURNED TO THE DRAWING BOARD
Instead of making passengers figure out their tests and locations, we did the heavy lifting in the backend, breaking it down for them. One test at a time, no cognitive overload, just clear guidance.
LO-FI EXPLORATION
LO-FI USER FLOW
MID-FI
FINAL
THE BREAKDOWN
Closer look of the progressive disclosure landing page
LOCATOR PAGE PAINPOINT
Due to the high demand for testing during the pandemic, appointment availability was limited
This was a major pain point for users who had opted to take the preliminary test with CVS earlier. To address this, I designed an exit point on the locator page, allowing users to complete the rest of their booking while choosing to take the preliminary test elsewhere.
LESS IS MORE
User testing final results
Passengers would input their REF ID and select their cruise company before displaying the test they needed
We streamlined the landing page to cater specifically to each guest, avoiding information overload.
The radio button section was overloaded with information, so we simplified it for better comprehension.
Implemented MVP+ barcode to expedite the process and eliminate the need for jotting down confirmation codes; now, users can save directly to their phones or wallets.
AFTER NAVIGATING THROUGH A SEA OF ITERATIONS
Final screens
PROJECT LAUNCH
Key Takeaway
Successfully launched four branded and one generic cruise company landing page, enabling passengers to sail safely during the COVID-19 pandemic.
My key takeaway from this project was the importance of avoiding user overwhelm. From user testing, implementing progressive disclosure proved to be the best approach, allowing users to make the best decision on where to take the preliminary test and, based on their action, understand what that meant for scheduling and next steps.
Recognition in honor of Stephanie's receipt of the PI1 Train-Wide aware for Creativity