Exploring different ways of organizing features and content
goals, Roles & Resposiblilities
Goals
Implement new level navigation throughout the app that helps users find what they are looking for and improves user satisfaction ratings in the app
define and align the business goals for the company to a new level of navigation
Roles & Responsibilities
Lead UI/UX designer - Visuals and assets for production (all images and pictograms are provided via approved branding library assets)
User research - Developing and testing prototypes for qualitative and quantitative data
The Evolution
Over the past few years the CVS Pharmacy app navigation has changed from a drawer navigation to a tab bar navigation. In 2018 the tab bar nav supported the different lines of business. In early 2019 a new “Tile navigation” was implemented but this flat navigation caused some challenges for users so the tab bar, bottom navigation needed to be reassessed. There was a need to have the bottom navigation throughout the app but there was a need to find an approach that would align with business goals as well as to help customers on their path to better health.
Defining the new navigation
In order to understand what approach to take the team used a variety of research methods.
Card sorting study
First a card sorting study was performed to find out what customers valued most on the homepage tiles and in the tab bar, bottom navigation.
The purpose was to identify tools, content and features that were used across multiple business units
The results identified the most popular items to be the store locator, weekly ad, show card feature, and the account section
Qualitative testing
Through the qualitative testing it was discovered that customers use the app in a task based way Customers didn’t browse the app in the same way that they on Amazon etc. Customers would open the CVS app when they had a task that they wanted to perform such as refilling a prescription that ran out or checking the weekly ad for deals and coupons
Through this process the team looked at users task completion rate
Results identified strategic decisions
Show card icon in tab bar had a 99% task rate - this feature also supported retail and pharmacy businesses and made sense in the tab bar/bottom navigation
Weekly ad as a tile performed better than in tab bar with a 91% task rating - The weekly ad did not support multiple businesses so it was not a good contender for the tab bar/ bottom navigation
How success was measured
Primary KPIs
Pharmacy overall refill rate
Send to card rate
Prescription pickup conversion rate
Speed/stability/customer satisfaction rating in app store and google play store
Measuring
Metrics (1 basis point = 0.1%)
Refill down 1 basis point
Pickup up 125 basis points
Send to card up 12 basis points
Moved to 100%
The results from testing
The only tile on the home screen that changed was the store locator. Customers preferred seeing the weekly ad as a tile and this was a high results task that customers performed on the app. Customers expected that they could easily find the weekly ad so they could shop it.
The new navigation was defined by actions that would be taken and also represent all parts of the business. Since the store locator was across all business channels it was moved to the tab bar/bottom navigation. The new navigation from left to right: Home, Show Card, Account, Store Locator. Badging elements were also included to alert customers when they had sent a coupon to their card or if they had a prescription ready for pickup. In the account section badging was used to alert customers of notifications.
Continuing to enhace the user experience
Finally the last step was to orient the user to what changes had occurred. Tooltips were placed and timed to pop up in certain locations when the user needed to know that some changes had been made to the app navigation. An example of this would be that notifications had been moved to the “Account” section and that the “Show Card” feature was now in the new tab bar/bottom navigation. Once the update was throttled to users, satisfaction ratings for navigation increased and the app update was pushed out to all users.