Problem Space / Opportunity

1. As a CVS customer, finding and managing personal and family information online is a fragmented and confusing experience.
2. As a digital enterprise, customer data is siloed and disconnected. This prevents us from accelerated program growth and long-term retention.

Monthly Number of Signed in Users across Web & App

• 22 million – Retail & Pharmacy
• 1.3 million – Health Insurance

The Goal

A centralized identity and integrated account experience enables meaningful, connected experiences. By providing one identity, one account…our products:

• Surface relevant and meaningful next best actions from across the enterprise driven by analytics and logic. ‘We know you and we care.’
• Provide a means for a person to seamlessly navigate and manage their profile (and the caregivee profiles they are responsible for), payments, purchases, preferences, prescriptions, programs, insurance, and health-related activity in one central location.
• Improve consumer experiences across the user journey including in-person, digital, and customer support because we have implemented an integrated, agile architectural platform.

The Vision

Bring together dozens of departments, technologies, and experiences to center on the customer thereby providing a fully integrated experience.

Current to Future State

• Create a consolidated experience across the enterprise through revised information architecture, nomenclature, technology integration, and design
• Identify the problems that users face when coming to My Account and solve them across:
  • Orders/Purchases – View, track and buy again
  • Rewards – ExtraBucks and coupons
  • Prescriptions – Manage and refill
  • Profile Update personal information

Framing the Problem

To find & manage personal information is a fragmented and confusing experience.

The Previous Experience:

10+ accounts with 

4+ sign-ins for

1 Person. 

Result Positive

Overall, we saw a marked improvement in what was initially perceived as an “edge case” which were these caregiver accounts. Through careful attention and some thorough data analysis, I was able to cull caregiver accounts, less a few unknowns. Over the next 3 months, we would roll out a campaign to make users aware of the new app and website capability, and lo and behold, we had 1.6 million users with starts on joining their accounts. By the 6 month mark, we had hit +3 million users with active accounts who now held a caregiver account. All of this accounting for highly regulated conditions where PHI and PII could not be disclosed. Now I call that, “a win”!