Date:
March 2018
Client:
VCU Brandcenter
Category:
Brand Positioning / Product Innovation
Skills:
Concepting / User Experience / Prototyping
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.
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.
Being by CVS Health is a sub-brand that adds complementary medicine options in addition to the traditional medicine offerings found in CVS stores.
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.
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.
Addresses a need in the market for a major brand to embrace both complementary and traditional health safely.
Combats the “there’s a pill for everything" mentality to foster better overall health.
Store remodeling makes it easy to find treatment options and ask for advice through Being consultants.
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.
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.
Concepting, Strategy, User Experience, Prototyping
Photoshop, Storyline
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