Resume

Bobby Zhao
Product Designer

Overview

Checkout Overhaul

Elevated Loyalty

Artifacts

CVS OS Modernization

CVS OS Modernization

Engaging and efficient POS system

Key Words

System Design

Multi-User

Loyalty Strategy

My Role

Service & UX Designer (Full-time)

Time

2023

Key Words

System Design / Customer Experience / POS /

Multi-User Product / Loyalty Strategy

Implemented Colleague-facing OS

Implemented Customer Pinpad OS

Outcome

Outcome

15%

Reduction in

Avg Transaction Time

15%

Reduction in

Avg Transaction Time

36%

Loyalty Prompt Interaction Rate

36%

Loyalty Prompt

Interaction Rate

36%

Loyalty Prompt Interaction Rate

53%

Increase in Enrollment Initiated by Customer

53%

Increase in Enrollment

Initiated by Customer

53%

Increase in Enrollment Initiated by Customer

Before

The current POS (point-of-sale) operating system at CVS health is powered by technology from IBM created in the 90s. As the HCD Team at CVS Health, we are a part of an initiative to modernize the entire POS ecosystem to improve colleague and customer checkout experience and drive loyalty engagement.

The current POS (point-of-sale) operating system at CVS health is powered by technology from IBM created in the 90s. As the HCD Team at CVS Health, we are a part of an initiative to modernize the entire POS ecosystem to improve colleague and customer checkout experience and drive loyalty engagement.

My Scope

Designed the new checkout experience (customer pin pad + colleague system) and owned the Loyalty & Promotion track, working closely with researchers and marketing team to define new workflows, features and strategies to drive loyalty engagement.

Designed the new checkout experience (customer pin pad + colleague system) and owned the Loyalty & Promotion track, working closely with researchers and marketing team to define new workflows, features and strategies to drive loyalty engagement.

Goals

Improve the customer checkout experience

Efficiency - Reduce the need for staff assistance

The WHO reports 4.5 billion people lack access to essential health services.

Sentiment – Reduce the perceived effort of the checkout experience

The WHO reports 4.5 billion people lack access to essential health services.

Streamline the colleague checkout experience

Efficiency - Decrease colleague effort to complete core tasks vs. baseline

The WHO reports 4.5 billion people lack access to essential health services.

Learnability – Reduced time to peak efficiency in completing core tasks vs. baseline

Learnability – Reduced time to peak efficiency in completing core tasks vs. baseline

The WHO reports 4.5 billion people lack access to essential health services.

Drive loyalty engagement

Enrollment – Boost loyalty  enrollments while maintaining or improving customer perceived efficiency of checkout

The WHO reports 4.5 billion people lack access to essential health services.

Retention - Improve 7-day retention in loyalty program(s)

The WHO reports 4.5 billion people lack access to essential health services.

Method

Checkout Experience Overhaul

Current
User Journey Study

Current User Journey Study

Current User Journey Study

Based on findings from site visits, contextual inquiry, and direct observation, me and my talented HCD teammates mapped out the existing user journey for front store checkout.

Field Research
Observations

Current Pain Points

Current Pain Points

Current
Pain Points

Current Pain Points

Current Pain Points

Lack of engagement

Lack of engagement

The system does not give reasons for customer to engage with the colleague at the POS.

Limited customer ownership

Limited customer ownership

Colleague have to initiate most of the step either verbally or when interacting with the system

Lots of colleague intervention

Lots of colleague intervention

The system does not give enough emphasize when customer are required to participate with us at the POS.

Product
Goals

Product Goals

Engagement from the very start

Have workflow designed for both colleague and customer to facilitate concurrent journeys

Customer to take the lead

Showing the right amount of information at the right time and give customer the autonomy to take the lead

Colleague and the system as your assistance

Providing the right visual ques to aid verbal instructions

Future
User Journey

Future User Journey

We compartmentalized the checkout journey into 5 parts, and defined key features and user stories within these epics. Understanding the relationship between colleague interaction and customer interaction is crucial in designing the new checkout experience.

Wireframes

The OS design explores an adaptive layout that matches the prioritized actions and information at each stage of the transaction.

Final
Design

Final Design

Final Design

Checkout

Intuitive Checkout

Pain Point:

The existing checkout OS is cluttered with action buttons with no clear visual hierarchy, resulting in frequent colleague assistance for new employees

New System:

  • Specified steps of checkout process: Basket - Payment - Receipt

  • Compartmentalized features within relevant checkout step

Coupon Selection

Dynamic Coupon

Pain Point:

The current system does not show account coupon options for loyalty members, nor does it indicate conflicting coupons or explain the logic behind rejected online coupons, leading to colleague confusion and customer frustration

New System:

  • Clear display of all available account coupons

  • Ability to toggle between different coupons

  • Explantion of rejected coupon

Quantity Modification

Item Control

New System:

  • Efficient item lookup and modification

Design
System

Design System

The visual language drives intuitiveness and brand engagement while the design system enables efficiency and consistency.

Style

Style

New style with updated colors creates a clear hierarchy, making it easy on the eyes for a long duration

New style with updated colors creates a clear hierarchy, making it easy on the eyes for a long duration

The WHO reports 4.5 billion people lack access to essential health services.

Button

Button

More friendly and engaging, distinguish what’s clickable and not clickable.

More friendly and engaging, distinguish what’s clickable and not clickable.

The WHO reports 4.5 billion people lack access to essential health services.

Text boxes

Text boxes

Contrast the buttons by being contained in a hard cornered box, indicating their stagnate nature.  

Contrast the buttons by being contained in a hard cornered box, indicating their stagnate nature.  

The WHO reports 4.5 billion people lack access to essential health services.

Elevated Loyalty

Executive
Summary

Executive Summary

Executive Summary

ExtraCare membership has not recovered to pre-pandemic levels. In fact, it has trended down further, falling below YA. While ExtraCare awareness and usage remain stable vs. YA & Q2, they still are below pre-pandemic levels.

Design
Goals

Design Goals

Design Goals

The POS modernization initiative marks crucial opportunities to elevate CVS's loyalty engagement at front store and pharmacy. In my time at CVS Health, there were 2 main goals that guided my strategy and design

Drive loyalty engagement

Boost loyalty enrollments while maintaining or improving customer perceived efficiency of checkout

The WHO reports 4.5 billion people lack access to essential health services.

Address account duplication

Implement future features that help manage and prevent loyalty account duplication at POS

The WHO reports 4.5 billion people lack access to essential health services.

Research
Insights

Research Insights

Pain Point:

While loyalty awareness is relatively high, there are misperceptions about the target audience and benefits

Pain Point:

While loyalty awareness is relatively high, there are misperceptions about the target audience and benefits

Implication:

  • Explore key touchpoints to clearly communicate loyalty value, leveraging personalized fit

Implication:

Explore key touchpoints to clearly communicate loyalty value, leveraging personalized fit

Pain Point:

Value props that express tangible dollar values or percentages resonate because it’s easy for customers to assess value.

Pain Point:

Value props that express tangible dollar values or percentages resonate because it’s easy for customers to assess value.

Implication:

  • Consider opportunities to express loyalty value numerically where possible, including at POS.

Implication:

Consider opportunities to express loyalty value numerically where possible, including at POS.

Pain Point:

The current loyalty engagement at POS is initiated only by colleague at pre-transaction, marking significant loss in potential premium conversion

Pain Point:

The current loyalty engagement at POS is initiated only by colleague at pre-transaction, marking significant loss in potential premium conversion

Implication:

  • The new customer experience should allow customers to initiate and sign up for premium membership at any point

Implication:

The new customer experience should allow customers to initiate and sign up for premium membership at any point

Future
Loyalty
Experience

Future Loyalty Experience

Future Loyalty Experience

Flexible Enrollment

The new POS system is dynamic, allowing customers to enroll in loyalty membership at any point during checkout, with more ownership on signup actions

+

Strategic Upsell Point

Based on customer research, I've identified pre-payment as the key stage in which the our new POS system can communicate personalized loyalty value

Flexible Enrollment throughout checkout journey

Through ExtraCare HQ on the colleague POS system, customer can initiative loyalty enrollment/upgrade at any given point during checkout

Strategic Upsell Point

Based on research insights, I integrated display of incentives into the POS system on both customer and colleague side at pre-transaction. User testing highlighted that customers prefer to see exact dollar value in savings while colleagues prefer to see a comprehensive view of EC vs. EC+ benefits.

Customer Pin Pad

Value Communication

  • The new system leverages potential discount from current transaction to entice customers

Colleague POS System

Assistive Upsell

Colleague has access to a "cheatsheet" at key upsell moment to explain the most appealing value propositions

Final
Design

Checkout Visibility

Customer Pin Pad

Interactive Loyalty

Users are able to initiate EC enrollment on the pin pad throughout the checkout journey

Item Details

The new pin pad system also displays relevant item info such as coupon application

Customer-led Enrollment

Customer Pin Pad

Concurrent Journey

  • Reduces interaction friction by providing visibility and responsiveness to both customer and colleague.

  • E.g. When colleague is inputing user data, customer can see it in real-life and offer correction as needed

Colleague-led Enrollment

Colleague POS System

Loyalty Engagement:

  • Increased visibility of loyalty benefits and flexible enrollment

Process
Artifacts

Executive Summary

Executive Summary

Design

art

Bobby