Designing an early path to a extracare loyalty program.
An experience strategy to increase Extra Care membership among non-members earlier in the journey.
Prototyped with AI workflow
X
8 weeks
UXR & Product Design
User Researcher
Mural, Claude Code,
Claude, Chat GPT
Team
Roles
Tools
Duration
Akshay Pagar
Bhairavi Ruparel
Self Intiated Project
CareFind is a kiosk experience designed to help non-members discover offers and unlock aisles in store.
Project Overview
CVS's free loyalty program is a proven driver of spend. Enrolled customers consistently outspend non-members. Yet acquisition relies on a single channel, employee- assisted checkout.
The project set out to understand why shoppers don't engage beyond casual purchases, and designed a new touchpoint that reaches them at the moment of discovery through a new kiosk service.
Now search anything in the store at your own convenience
What we solved for?
How might we encourage non-members to sign-up for the loyalty program while at the store?
Key Challenges
Extra work for employees!
Employees are often times operationally constraint and may not initiate this conversation.
Pay and leave mindset!
Customer avoid this interaction and view it as an inconvenience to their experience.
My contribution
My role was to help the team understand why non-members weren't engaging uncovering the barriers, shopping behaviours, and brand perceptions that directly shaped the kiosk features.
Key Outcomes
User Experience Strategy
Developed a experience strategy to drive loyalty conversions earlier in the user journey.
User Research
Defined two user profiles to ground use cases and address core user expectations and needs.
Rapid Prototyping (Claude Code)
Developed the kiosk interaction flow, developing a new experience for a kiosk context.
Strategy & Design Principles
Visibility
Program hasn't been made visible or relevant at the moment they're actually in the store.
Visibility
Program hasn't been made visible or relevant at the moment they're actually in the store.
The Solution
Shoppers told us that in-store signage can get confusing during store visits. Solving for this created an opportunity to introduce a new touchpoint in the user journey.
We designed a store map feature that helps users find any product down to the exact shelf row, without having to ask.
Shoppers wanted browse sensitive products privately, without involving an employee. We designed a new experience at a personal moment for the user.
We introduced a self-serve unlock flow that removes the staff interaction. Users request a one-time QR code to unlock a kiosk passkey.
Research Findings
Among non-members, 71% visited CVS just 1–2 times in 6 months,
and were neutral towards Extra Care's value
-Based on our survey.
"They look like there's only one register open. If I register, how long do people behind me have to wait?"
1
Staffing issues made sign-up feel like a social inconvenience.
2
CVS interactions shaped users' perception around sign ups.
3
Fear of spam and data privacy issue made users reconsider sign-up
People mental models while shopping at pharmacy stores
Even though people said they shop for convenience they exhibited different behaviors during interviews.
“I just want to quickly check out. I don't want to stand there and learn more about a membership plan.”
Why connect shopping experience to loyalty program?
sometimes you want to keep it private as well, like, you don't want to tell anyone that you have like, dry face….
sometimes you want to keep it private as well, like, you don't want to tell anyone that you have like, dry face….
sometimes you want to keep it private as well, like, you don't want to tell anyone that you have like, dry face….
Browsing Behaviors
"I feel like I would browse in pharmacy, but end up just ordering them online instead.
Need for Privacy
sometimes you want to keep it private as well, like, you don't want to tell anyone that you have like, dry face….
Need for Privacy
sometimes you want to keep it private as well, like, you don't want to tell anyone that you have like, dry face….