Opportunity
A digital experience that brings health home and digitizes the future of kidney health.
In America, half a million adults undergo chronic kidney treatment every year. The vast majority of them spend 12 taxing hours a week in a clinic on dialysis — greatly diminishing their quality of life and ability to maintain employment.
CVS Kidney Care knew there had to be a better way — making kidney health more equitable with home care–first approach. But what would it take to disrupt such a well-established industry?
TEAM
Experience Director:
Brett Polonski
Senior UX Designer/Strategist:
Jennifer Alt
Design Lead:
Aline Forastieri
Development:
CVS Development Team
TIMELINE
Version 1.0 | 7 months
Version 1.5 | 2.5 months
Vision
Our data-informed experience strategy was crafted to position CVS as a leader in the health space by developing an iterative visual language, and a new expression, website, and demand generation program to create a first-of-its-kind education hub, opening the door to cost savings and better health outcomes. This end-to-end online experience reaches patients where they are and supports them step by step in bringing their healthcare journey home.
Experience Strategy
We leveraged in-depth findings to outline variations in content structure and multiple user contexts to develop a bold yet supportive brand voice. The approachable tone embodied CVS Kidney Health’s overarching mission to make kidney care accessible to all.
By assessing the business landscape, competition, and customer behavior, we aligned on key innovative, evolutionary best practices that would shift the perception of CVS from a “pharmacy” to a thought leader and trailblazer in the health space.
We conducted in-depth interviews and worked closely with chronic kidney disease patients and health professionals to initiate an informed experience strategy.
Our process included:
• Competitive Content & UX Audit
• User Personas + Jobs-to-be-done
• Website Mission Statement
Sitemap & Wireframes
The sitemap allowed for guided + user-based navigation while speaking to 3 different audiences. It was designed to allow for future release growth expansion. The wireframing process for 1.0 maximized the existing library of components by effectively telling CVS Kindey Care's story. For 2.0 we expanded the design system to allow for flexibility and focus on content strategy. The new experience ensured users could find the resources they needed.
CHALLENGE
Pulling from CVS' existing AEM components to bring the 1.0 experience to life, limited how we might push toward our determined featured set. How might we utilize available components while planning a net-new transitional design system for 2.0?
SOLUTION
We built unique page templates accommodating various information hierarchies from L1 to L4 pages. We provided CVS' content authors instructions on how to build pages based on our proposed content strategy. The annotated wireframes outlined what components to use from 1.0 with variations along with where substitutions should be made for the 2.0 design system.
Development Handoff
We developed a modular, future-friendly design system. This component library was intricately designed to flex across all platforms, markets and customer needs. We established a modern look and feel while maintaining accessibility best practices throughout. Our extensive annotations and cross-functional collaboration with development ensured seamless execution.
ANNOTATION BREAKDOWN
• 3 Page breakpoints
• 15 Components
• 2-12 Variants per component
• AEM authorable instructions
• L1-L4 page templates
Outcome
With an implementation roadmap identified and an experience framework in hand—CVS' website and demand generation was ready to maximize top-of-the-funnel connections.
We delivered a design system that CVS’ development partner can easily manage and deploy as CVS Kidney Care builds upon its current offerings and continues to revolutionize kidney care into the future.
Patients are now empowered with the information and tools needed to take control of their kidney health journey.
AWARD
Gold 2022 North American Transformation Award
CVS Kidney Care, Best Development of a New Brand Within an Existing Brand Portfolio category
"Jennifer is one of those unique UX/UI designers that adds value right away - from strategy to UX/UI and visual QA. We worked on a very large enterprise client project. She’s great with details and nuances of complex projects and also in a client-facing role presenting her work. She asks the right questions, is always prepared, great with deadlines, last minute changes, and easy to collaborate with. Managing a project is much easier when you have someone you can count on to do things right. I would work with Jennifer anytime on any size project."
-Brett Polonsky, User Experience Leader // Springbox, a Prophet Company