UX CASE STUDY
CVS Health
Virtual Primary Care
ROLE - Senior UX Designer + Researcher
TIME FRAME - 1 Year January - December 2022
TEAM - 6 Developer, 1 Project manager, 1 Accessibility specialist, 1 UI designer
OVERVIEW
CVS Virtual Care is an end-to-end, 0-to-1 product responsive web experience allowing Aetna insured patients to schedule Virtual Primary Care, Mental Health and On-Demand Care. Patients without Aetna insurance who wanted this service were redirected to MinuteClinic Virtual Care for a self-pay option.
ROLE
Designed an authenticated dashboard, conducted user research and synthesized the results.
Transformed product requirements and user issues into detailed VPC journey maps, highlighted feature gaps for new and returning users.
Resolve pain points throughout the user flow such as interrupted coverage, care team unavailability and eligibility.
MAIN PROBLEM
Create an authenticated dashboard where users can manage their own and their dependents' healthcare and easy access to program information.
DASHBOARD REQUIRMENTS
Receiving care (on-demand, mental health, primary care)
Messaging providers
Viewing after-visit details
Managing care team
Manage bills and insurance claims
WIREFRAMING
USER TESTING GOAL
Test the users understanding of the different services for VPC and who they are available for.
Do users understand what types of appointments they can have for their child? Themselves?
If all buttons/options are clear?
Do they understand when they can use On-demand ‘Common Illnesses’ VS ‘Chronic Diseases’?
Do they understand the ‘Primary Care Team section”
DETAILED FINDINGS
Users understood this page acts like a health portal or dashboard
Majority thought info was helpful but overwhelming with the amount of content to scroll and search for answers
Majority thought the sections needed to be clearer, organized better, move hours closer to top of page
Most users did not scroll further down the paged and missed crucial information
RECOMMENDATIONS
Shorten and reorganize content
Move hours of series up to their dedicated services boxes
Fix wrapping in headlines so its not read incorrectly
Update ‘After Visit Summary’ to match the rest of the dashboard cards
Remove the ‘unauthenticated lading page’ information for revisiting patients
Simplify the complete hour language
JOURNEY MAP
Transformed product requirements and user issues into detailed journey maps, highlighting feature gaps and pain points for new and returning users.
Both journey maps were presented in a leadership meeting to clarify expectations and shape the product's direction to address key pain points. Critical pain points identified:
Eligibility (new users)
Interrupted coverage (returning users)
Care team unavailable
PAIN POINT 1: ELIGIBILITY (NEW USERS)
Eligibility question on iPage determined VPC coverage and seamlessly routed patients accordingly
A simple dynamic yes/no question—"Are you using Aetna insurance?"—triggered a background check for VPC eligibility. If patients had coverage, they could proceed through the user flow and, as returning users, access the authenticated dashboard. If they failed eligibility as a first time user, they were given the opportunity to review and correct their information or continue with the services available through MCVC.
ELIGIBILITY CHECK FAIL
Patients could review and fix their information or move forward with the two virtual services readily available to them.
Not every Aetna patient has VPC coverage, so an API call ran the check without requiring patients to determine it themselves.
PAIN POINT 2: INTERRUPTED COVERAGE (RETURNING USERS)
Alerting users they were no longer eligible for CVS Virtual care.
I needed to notify patients on page arrival if their coverage had ended or was interrupted. Patients could review information and attempt to restore it. They could still access health information or, for On-Demand and Mental Health services, be redirected to MCVC to pay out-of-pocket.
IMPORTANT NOTE
Jump links were provided on patients choice on what was available to them on the dashboard
ELIGIBILITY CHECK
Patients could review or re-enter member ID number to restore coverage
DYNAMIC CONTENT / BUTTON / LINKS
CVS Virtual Care content replaced with MCVC content explaining their options
ALERT BAR
Would appear after each eligibility check attempt and notify patient if they succeeded or not in restoring coverage. (Retry, Unsuccessful, Successful)
PAIN POINT 3: CARE TEAM UNAVAILABLE
Alaska and Hawaii lacked available care teams, preventing patients from using VPC.
State information from the iPage triggered an API call, showing either an Alert Bar error or available Care Teams for selection.
For Alaska and Hawaii, patients were informed they could only choose a care team and use VPC starting in 2023.
Mapped out impacts on new and returning users when care teams were unavailable.
NEW USER
No care team available
Patients would go thru normal user flow.
Care Team page, Alert bar error displayed. Informs patient no care team available.
Service page, 2/3 services available for now: On-Demand and Mental Health.
RETURNING USER
Still no care team available
Dashboard page: Care Team section would be hidden.
Welcome Kit page bypassed. Patient already opt-in / opt-out of care package as first time user.
Care Team page would continue to display Alert bar error
Service page, 2/3 services available for now: On-Demand and Mental Health.
RETURNING USER
Care team now available
Dashboard page: Care Team section hidden (next time patient returns this would be displayed)
Welcome Kit page would be bypass as before.
Care Team page displays care team options for patient to choose from
All services now available: Virtual Primary Care, On-Demand and Mental Health
FINAL SCREENS
THE IMPACT
Serving 1.03M users in 2023 with a 95% conversion rate.
I’m proud to have contributed to an initiative expanding virtual healthcare options for patients and their dependents.
Tayef Farrar, Design lead