Sleek, Streamlined, & Actionable
We created a modern, highly usable tool. In doing so, we removed redundant questions and reduced the required meetings. Our internal colleagues lent support by gathering former benefit selections to prepopulate fields.
Audit forms, remove redundancy, and pre-populate entries
Respect Clients' Time
Create a modern aesthetic and simple, guided workflows
Experience First
Show clients what they need, remove jargon and triggers
Necessary Info
CVS myPBM
How might we simplify the new client onboarding experience while offering enough visibility?
A Complicated & Clunky Experience
myPBM was a suite of incohesive internal apps used for CVS’s Pharmacy Benefits Management client onboarding. The process included redundant questions, unnecessary meetings, and other inefficiencies. Clients also lacked a digital tool to view the process and service, which all CVS competitors had. We needed to create a solution that enabled clients to self-serve and gain more visibility while balancing the information presented. Unnecessary details were sometimes seen as red flags in the previous process.
Lead Designer / myPBM SME
For 6 months before kickoff, I led a volunteer group of designers to standardize the old myPBM apps. This gave me in-depth knowledge of the different app domains and users' mental models. When the new myPBM project began, I was assigned to help lead.
Mastered Complex Business Processes
Understanding cross-team data flow was challenging but essential. I contributed to my manager Thomas's service blueprint by leading discovery sessions on roles and processes. I also mapped data flows. These insights directly shaped our product strategy.
Executive Stakeholder Workshop
Thomas, our consultant partners Credera, and I met on-site with stakeholders for three days to align goals, features, and deadlines. I contributed insight on myPBM UX and design system resources. The image below shows our output, the functionalities to be included in our MVP.
No Time for Users, Unfortunately
Onboarding Checklist Simplifies Tasks
Clients needed help completing their action items, so we created a simple guided task flow. Thomas originally created this concept, but I added enhancements to improve usability, including a more intuitive design pattern, UX copywriting, and a more aesthetic style. Credera's UI Designer, Eddy, also added enhancements like the icons and CVS heart-puzzle illustrations. The illustration below is my unique recreation.
Plan Approval Manages Documentation
myPBM provides value by enabling clients to digitally approve or reject plan documents, saving time and reducing email risk for both clients and CVS. For this flow, I collaborated with my CVS teammate, who worked on the old myPBM product where this functionality originated. She led the UI design. This is my unique, enhanced recreation.
Reporting Makes Meetings Better
Once the client's service goes live, they need metrics on claims, support calls, and outcomes. myPBM adds value by showing clients how CVS performs as their service provider. This feature improves monthly account team and client meetings by providing all critical information at a glance. I collaborated with our Credera consultants on this feature.
Measuring Client Satisfaction
I designed a post-onboarding, client survey to initiate a feedback loop.
See the survey video below.
Transformation Overview
Cool Concept but TMI
We presented a couple of homepage concepts to leadership. This one was a guided workflow like the onboarding checklist we chose, but it showed too much information about what was happening behind the scenes at CVS. That was irrelevant to the client. Also, CVS's many tasks outweighed the client's few, making the scroll feel unbalanced.
More Case Studies
Once the client's service goes live, they need metrics about claims, support calls, and their outcomes. myPBM provides value by showing clients how CVS is performing as their service provider.
Once clients were fully onboarded, we administered a survey inquiring about their onboarding experiences. The results were great. Click the video below to see the survey.
CVS SQM
CVS SQM
A Complicated &
Clunky Experience
Next Case Study
On the surface, the client journey seemed simple: approve a few documents and wait for the go-live date. However, completing each document required multiple meetings and redundant questions, which increased client frustration. Eventually, the business audited all the forms to remove redundancies and make the client journey more pleasant.
Respect Clients' Time
Audit forms, remove redundancy, and pre-populate entries
We created a modern, simple, usable tool. The business removed redundancy. The account teams gathered former benefit selections to prepopulate fields.
Something Sleek, Streamlined, & Actionable
Create a modern aesthetic and simple, guided task flows
Experience First
Show clients what they need, remove jargon and triggers
Necessary Info
Each Step was a Cluster...
The Credera UX Lead, Tish, and I gathered user insights through interviews with product leaders, the account team, and other CVS colleagues. All supported self-service. We couldn't confirm how the client users felt about it, but there was supposedly a desire for it. Self-service experiences are standard with all other PBMs. I led most interviews and created most guides, with Tish contributing because I had prior domain knowledge. We both synthesized the data. We also completed many user flows and affinity diagrams, but my pictures were too blurry to recreate properly (available upon request).
We had to decide on language and navigation. The team was torn and thought it would be good to show stakeholders options. I advocated using client-facing language by calling "Drug Coverage" just that, since clients were familiar with the term, instead of "Clinical Plans", the internal name. We should also use "Company Info" instead of "Client Info" to reflect clients' mental models.
Additionally, we had to resolve the information architecture. I advocated for "Client Info" in the top navigation, not under the profile button. Completing client info was a significant part of onboarding and a data-heavy function, so it should be grouped with similar action items in the top navigation (Law of Proximity). Some team members thought it should be under the profile button, as in most applications (Jakob's Law).
We presented both ideas to the business and decided on "Drug Coverage" and "Company Info" for the top navigation, since myPBM's primary functionality was a self-serving onboarding application for clients. Onboarding tasks should be grouped together and reflect clients' mental models.
Mental Models / Jakob's or Proximity
PBM Industry Fallout
