Website Optimization for CVS Health
Turning “We Think” into “We Know” through data-driven design and experimentation.
Summary
Mission
Enhance the digital experience for millions of CVS Health and Aetna customers by applying experimentation, analytics, and design to solve friction points and validate improvements.
My Contributions
As a UX Designer on the Customer Experience Optimization team, I collaborated with product partners, developers, and analysts to translate insights into testable design solutions. My work spanned discovery, wireframing, high-fidelity design, and validation through A/B testing.
Results
Through hundreds of experiments, our team improved engagement, clarity, and conversion across key customer journeys — proving that thoughtful, data-driven design can deliver measurable business growth while simplifying the user experience.
Navigation Redesign
Goal
Simplify navigation and reduce redundancy between mobile and desktop experiences.
Challenge
The desktop navigation had expanded over time, leading to visual clutter and inconsistency.
Approach
Our team analyzed major retail and healthcare competitors and identified a shift toward unified, mobile-inspired navigation patterns. We tested an adaptive desktop layout that reflected this structure, validating usability and accessibility through interactive prototypes.
Result & Impact
The winning adaptive layout delivered a lift in navigation interaction rate and a reduction in homepage bounce rate. The results demonstrated that aligning navigation across devices improves clarity, builds user confidence, and enhances overall site efficiency.
Control
Our test
Refill Button Icon Simplification
Goal
Encourage customers to complete prescription refills at a higher rate by improving clarity in the “Refill” CTA.
Challenge
Users were mistaking the icon for a different function (e.g., “view details” rather than “refill”).
Approach
I designed multiple visual treatments — including icon-only, text-only, and hybrid states — and reviewed them with both accessibility and branding teams.
We then tested simplified versions to isolate the icon’s role in comprehension.
Result & Impact
Variant B, the text-only version, outperformed all others with an increase in Add-to-Cart rate and lift in Order Rate. The test demonstrated that reducing visual clutter and focusing on clear, direct messaging improved usability and refill engagement.Impact
Control
Our test
Variant A
Variant B
Vaccine Appointment Modal
Goal
Improve clarity for users scheduling multi-person vaccine appointments.
Challenge
Data showed high abandonment rates for 3-person appointments, often after the second entry.
Approach
I partnered with our strategy and dev teams to map the end-to-end scheduling flow, identifying where users dropped off. Using this insight, I designed a confirmation modal that summarized all entered data before submission — reducing uncertainty.
Result & Impact
The new confirmation modal increased 3-patient appointments and significantly reduced form abandonment. The improvement demonstrated how a clear, confidence-building summary can streamline complex health interactions and enhance trust in the scheduling experience.
Control
Our test
Aetna Provider Search Reordering
Goal
Improve usability of provider search results for members.
Challenge
Members had difficulty finding specific specialists, often needing to scroll too far through search results to locate them.
Approach
Working as part of the CVS/Aetna partnership, I conducted competitive analysis and reviewed search data patterns. I reorganized the search results page, prioritizing group-level information first, then refining layout and hierarchy for easier scanning.
I designed and annotated multiple layout variants in Figma and collaborated closely with developers to ensure performance and accessibility standards were met.
Result
Reordering results led to an increase in group result engagement and improved search task completion rates for both Medicare and Commercial members. This redesign enhanced findability and efficiency, demonstrating how thoughtful UX optimization can simplify complex healthcare interactions.