Being By CVS

Owning Holistic Health By Combining Traditional And Complementary Medicine Under One Roof

Concepting, designing, and prototyping to solve
problems and create exceptional experiences

Summary

Being by CVS Health is a sub-brand that adds complementary medicine options in addition to the traditional medicine offerings found in CVS stores.

Details

Date: 

March 2018

Client: 

VCU Brandcenter

Category: 

Retail Redesign / Brand Positioning / Product Innovation

Skills: 

Concepting / User Experience / Prototyping

Objective

CVS Health needs to own their stance on what modern healthcare means

CVS recently changed their name from CVS pharmacy to CVS Health to own a broader definition of health. However, they have made very few changes towards this goal. In order for consumers to believe CVS's new positioning, we found that the brand needs to make a bold step in that direction. Because CVS is sometimes synonymous with being a convenience store for smaller towns, we needed to create a sub-brand that would exemplify our purpose to the fullest extent.

Concept

Create a sub-brand embodying traditional and complementary medicine for holistic health in one place

Alternative and traditional medicine have been typically separated and polarized, yet consumers have recently been pushing back on the "there's a pill for that" mentality. People are searching for the middle ground between traditional medicine from a pharmacy and alternative medicine that doesn't involve so many side effects. Complementary medicine is that answer. While Being offers traditional medicine when needed most, it would also provide complementary medicine that include proven methods like vitamin supplements and acupuncture to address symptoms drug-free & foster a balanced health regimen.

Solution

Being by CVS: Health as it should be.

Being by CVS Health is a sub-brand that adds complementary medicine options in addition to the traditional medicine offerings found in CVS stores.

Consumer Journey

Being has a role in providing holistic health from recognizing the problem to providing proven medical solutions

The main parts of the journey we addressed tackle were the search/research phase and the solution/validation phases. These are often when consumers do a google search, ask friends and family, and/or consult virtual or human experts when they have a symptom.

Search

Reach consumers when they’re confused and are looking for relief and consulting options

We’ve all had that nagging pain and wondered what we should do about it, especially at 3am when few options are around. As part of the search we would have paid search ads at the top of the page to consider Being as a place people can go to when they have questions on their symptoms.

App

Redesign to easily access core features

In the sub brand refresh, Being’s application would improve on CVS’s existing app, including four key features:
1) Symptom checker
2) Browse health options
3) Membership
4) Wellness tips from Being consultants

Concept

Use AR to animate instructions right off the page for improved context

AR provides two key features that help users further understand their environment. 1) It puts in augmented content wherever the user holds their phone camera and 2) Provides context in the X, Y, and Z axises instead of just two like traditional mobile applications.

Why this works

Use AR to animate instructions right off the page for improved context

IKEA Assembly is a mobile application that uses augmented reality to place animated instructions into the user's environment.  The little details and context that get lost in a picture can be clarified by the user walking around, moving closer and away from the model, and iconography representing key tools and actions needed.

Be Bot: A symptom checker Voice Skill through amazon Alexa

For those wanting relief but wanting to understand the full picture of options beyond prescription meds

As a part of the search process, consumers will see that they can take an online assessment, speak to a chat bot, or activate Being’s Alexa skill, Be Bot. Be Bot’s job is to learn what might be triggering the pain and find traditional and complementary options. In the visual demo above, it shows the progression of Yasmin, a 27 year old journalist with knee pain.

Retail Store Extension

Holistic health means finding a way to show and easily find options

In the spirit of the person being at the center of health options, we designed a separate store to reflect that mentality. On one half you have reactive health, for those coming in with a particular symptom that needs immediate attention, and the other health is preventive health, for those wanting to prevent symptoms from coming up. We organized it this way so it provided simple dividing of the options so it isn’t just vitamins A-Z.

Why this works

fulfills an unmet market need

Addresses a need in the market for a major brand to embrace both complementary and traditional health safely.

provides alternatives to pills

Combats the “there’s a pill for everything" mentality to foster better overall health.

Store Designed To Find Health Options Easily

Store remodeling makes it easy to find treatment options and ask for advice through Being consultants.

Opens Initial Conversations For Hesitant Consumers

The Alexa skill not only allows users to talk through their symptoms, but also leverages a fast-growing technology in households to be available and non-judgemental in finding treatment options.

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The Process

behind-the-scenes: persona, Consumer Journey, Identity, Prototyping

Concepting, designing, and prototyping to solve
problems and create exceptional experiences

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Features

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Features

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Features

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Heading

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Features

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Button Text
Being Identity

The inspiration behind the Being logo was similar to the store design: the outer edge colors symbolize both traditional and complementary medicine coming together to improve the health of the self (the "i" in the logo representing the person).

Protoyping

Before getting to the final demo, I first planned out the flow using sticky notes through the perspective of Yasmin with knee pain.

After writing everything out, I reviewed the flow with the rest of the Design team (Alyssa, Carole, and Jass) before getting the copy tweaked for tone by Brendan.

Storyline ended up being a great solution to prototype under a tight deadline, and it allowed me to focus more on the content and quality of the bot.

This was a partial test of Be bot before presentation day to present to fellow team members and verify everything worked correctly. Shoutout to Carole Trickey for recording the demo.

The Team

Alyssa Fea, Creative Brand Manager • Carole Trickey, Strategist • Jass Sosa, Strategist • Brendan Howard, Copywriter • Dylan Tucson, Art Director • Angelica Ortiz, Experience Designer/Creative Technologist

MY RESPONSIBILITIES

Concepting, Strategy, User Experience, Prototyping

TOOLS USED

Photoshop, Storyline

MY RESPONSIBILITIES
CONCEPTING
USER EXPERIENCE
PROTOTYPING
PROTOTYPING
PROTOTYPING
PROTOTYPING
CONCEPTING
USER EXPERIENCE
STRATEGY
PROTOTYPING
UNITY
SKETCH
UNITY
SKETCH
TOOLS USED
PHOTOSHOP
STORYLINE

View other work

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Legowerk UX kit

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