CVS Health:
Helping users order at-home Covid tests
The problem:
Customers were confused about what prescription insurance information they needed to enter, leading to frustrated calls to customer service and site abandonment.
The solution:
Help users understand what information was vital in order to proceed through the rest of the flow + successfully get free tests.
Before:
After:
Results:
What I’d do differently now:
Remove the manual process entirely! It’d be much more intuitive if the user could capture and scan their insurance card.
If OCR isn’t possible...
Create conditional fields based on Prescription insurance provider and/or Member ID.Content should not be a Band-Aid for UX. Re-evaluate the flow and determine what we can do to cut down on the sheer amount of content on the page.