How I improved the NPS score of the CVS photo app by 60%
CVS Digital Innovation Labs wanted to excel over their competitor convenience stores with photo capabilities by optimizing the photo section of the store's mobile app.
The work
Seven members across product, engineering & design at the CVS Digital Innovation lab conducted a design sprint to optimize the flow for users who desired to print photos using the CVS app.
My role
Lead UX from concept to execution.
Single handedly conducted all user research, helped to lead a design sprint and completed final designs and detailed specs for development.
The impact
In addition to improving the NPS score by 60%, I solved four major issues that were complicating the previous user flow.
Read more
User Research
I did initial recruiting and research using usertesting.com to determine the most popular photo editing features and successfully performing UI elements about current photo apps in the market.
Additionally, I was able to personally visit few CVS storefronts with a product manager to interview store managers who regularly assist customers with their photo services. They expressed that the app was difficult to find, navigate, and was slow loading.
Important Insight
In an effort to make sure we were solving the right problem, I spoke with Walgreens photo users who preferred it for its in-store experience, not it's digital solutions. I felt this posed a bigger challenge for CVS than what we addressed in the app. While I fully engaged in the design sprint, I raised this issue with the team and recommended it be seriously considered by leadership to meet the broader goal.
The Design Sprint
I helped facilitate a Google Design Sprint and was the lead designer for the project. This five day process resulted in many of my ideas and wireframe sketches being voted on by executives.
The problem the team solved for was the overall discoverability and navigation of the photo section of the CVS app.
Early on in the sprint, I analyzed competitor flows, as well as documented the existing user flow and broke it down into addressable opportunities. Just a few of which were...
Users are having trouble finding the location of the photo app due to its location beneath the fold.
The language "Print from Facebook" is potentially confused with "Print from your phone"
There are many examples of text that does not pass WCAC color contrast requirements
Users do not understand what actions they can take to address this problem
My illustration skills came in handy when working with the team to sketch out the new user flow.
Solutions & Impact
60% improvement in NPS score of the CVS photo app
Though the reliability of NPS scores is controversial, the qualitative user feedback below supports these results, which were obtained in an in depth usertesting.com study which I summarized and presented to stakeholders.
View the full summary of user testing
Users no longer had trouble finding the photo center and understanding that is was clickable.
Updated messaging, clearer icons and more logical and prominent placement of the photo center link.
Users were now able to recognize when photos were low resolution to avoid printing.
Introduction of successful UI and messaging improved this user pain point.
Users no longer had trouble updating quantities and sizes of photos.
Improved organization of controls and added functionality to "apply to all" tested well with users.
Users no longer had trouble navigating the photos on their phone with the CVS app.
I utilized the research around preferred photo categorization in exisiting native apps to inform this improvement.
When asked "How would you compare this process to how you normally print photos?," users answered:
“I would say it’s easier, honestly. It’s very straightforward, intuitive, and you eliminate a lot of unnecessary steps.”
“I would say the process itself is relatively easy- easy to use in an app, which is nice."
“I think this is comparable to, if not simpler, than how I usually print photos.”
Deliverables
I created three sets of devlierables thoughout the project for different audiences
For the product team and developers:
• Detailed wireframes and user flows
• Final designs and flows with notations
For executive stakeholders:
• Detailed wireframes and user flows
• Simplified high level before and after flow
Click thumbnail images to enlarge
As next steps for stakeholders to envision, I hand-illustrated what the efforts to redesign the photo app might look like as a pathway for even more increased revenue by CVS.
Click thumbnail images to enlarge