CVS Health
Identify opportunities in the fast growing category of home health testing.
Overview:
The year following Covid-19 CVS Health noticed a rise in at-home self diagnosis kit sales. This entailed everything from Vitamin D to Lyme Disease.
This uptick in sales motivated their team to roll-out series of a nationwide CVS Health branded home diagnosis kits. In order to better understand what tests to prioritize, CVS Health contracted Smart to better understand consumer attitudes and behaviors, as well as what categories and features were most important to them.
At the conclusion of this project the team handed off 12 Service Design Vignettes that we plotted along a Customer Journey Map.
Role: Design Lead Timeline: 10 Weeks
Collaborators: Katherine Eisenberg, Jamie Munger
Customer Journey Map
Qualitative Research
For this project we recruited a range of participants to take part in a diary study to document their experience going through the full journey, from discovery to receiving their results.
Opportunity Areas
Seamless Self Care
Help me…Get the answers I need quickly and easily so I can stay on top of my health without excuses or obstacles.
Personalized Choice
Help me… Get the information I need so I can know what I can do better without anything extraneous, irrelevant or confusing.
Care Team Integration
Help me… Connect home testing to my health providers so we can communicate better without friction or extra work.
Cross-Functional Brainstorm
After generating opportunity areas, our team hosted a cross functional brainstorm to ideate around potential service experiences.
Sacrificial Concepting
Coming out of the workshop, we created low res sacrificial concepts to test with our research participants.
Service Roadmap Concepts
The conclusion of this program netted out in 12 service concepts along each part of the user journey map, and considering the needs of every patient profile.
Final Roadmap Concepts
National Rollout
CVS has since issued these tests nationally, and deployed many of the recommendations that came from this 10 week project.
