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Full Revamp

A Prescription for Better Health

Redesigning the site millions of Caremark members use to manage their prescriptions.

Program Launch
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Project Overview

Caremark.com is where millions of CVS Caremark members manage their pharmacy benefits: refills, cost information, coverage details, account access and more. The existing site was hard to navigate, inconsistent across devices, and leaning on language that obscured rather than explained. Our job was to re-imagine, re-write, and re-platform the unauthenticated experience onto Adobe Experience Manager (AEM).

Challenges of the OldWebsite

The homepage used phrasing like "Unlock access to your pharmacy benefits" — language that confused the very members it was trying to serve. There was no top navigation. Mobile was an afterthought on a platform where most members access the site from their phones. Registration and sign-in flows forced every user through the same path, regardless of their status.

Strategic Redesign Approach

  • Copywriting: We revamped the sites language to ensure it was straightforward, engaging, and easy to understand, making the brand feel more approachable.
  • User Navigation: A new navigation system was designed to intuitively guide users, showcasing tools and features available post login, thereby demonstrating the value of creating an account.
  • Responsive Design: We prioritized a seamless experience across all devices, crucial for the high volume of users managing prescriptions on the go.
  • Registration and Sign-In: A tabbed interface improved user flow, presenting registration or sign-in options based on the users status to streamline the process.
  • Customer Support: By clarifying information and simplifying paths to action, we aimed to reduce the need for customer support calls.

Results

Our redesign significantly surpassed the initial maintenance goals:

  • Sign-In Metrics: Saw a dramatic increase of 25.3% in sign-in start rate within just six weeks.
  • Registration Efficiency: Registration start rates improved by 10.9%.
  • Guest Refill Success: Enhanced by 9%, indicating a smoother, more intuitive refill process.

Conclusion

The CVS Caremark website redesign was a resounding success, demonstrating the power of user centered design and clear communication in enhancing engagement and operational metrics. By focusing on user experience and accessibility, we met CVS Healths objectives and set a new benchmark for healthcare digital platforms, ensuring that millions of users could more easily manage their health needs online.

Working with CVS Health

We have had the pleasure of working with various CVS Health brands, including CVS Caremark, CVS Specialty, Accordant, Coram, and Well partner for 6 years. Our work ranges widely across the B2C and B2B spectrums.

11 years
Ongoing B2B & B2C Support
1K+
Unique Projects, Campaigns & More
5,000+
Emails Designed & Deployed
  • Email marketing
  • Graphic Design
  • UI / UX
  • Web & Mobile Development
  • B2B Content Development
  • WCAG Documentation and Training
  • Conference Materials
  • Data Visualization
  • Analytics and Data Visualization
  • Journey Mapping
  • Marketo Support
  • Explainer Videos, Animation & Illustration