Helping CVS identify opportunities in the fast growing category of home health testing.
Brief
At home health and self-diagnosis are rising trends that are impacting the future of healthcare.
CVS came to Smart Design to understand how customers attitudes and behaviors are changing, as well as what categories and features are important to them.
This project aimed to understand the customer journey, and generate new ideas for the future of home diagnostics that will tie into the CVS support ecosystem.
Role: Design Lead
Timeline: 10 Weeks
Skills: Service Design, Generative Research, Concept Illustration, Diary Study Creation + Monitoring
Journey mapping the full patient experience.
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.
Identified 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.
“For me home health testing is to give me a more complete picture of my DNA.”
- Zach
“Ok, so this is my third time having to make a cut.”
- Gabriel
Hosted 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.
