CVS Caremark Set Notifications

Project 

Update and improve the member experience of setting notifications and adding/editing/removing personal details to ensure members get the right information to the right channel at the right time.

UX Scope

• Desktop, Mobile, App
• Desktop Prototype
• Responsive design
• Accessibility: All new web pages, content, applications, and digital applications shall be coded according to the WCAG level AA minimum and comply with ADA.

Project Background

"Voice of Customer" studies had found member dissatisfaction with the ability to update alerts and notifications and the corresponding detail associated with them. The content of messages, frequency and lack of expected communications in some scenarios had been noted. Therefore the driving force of this project is to enhance the user experience and design of the page to make it easy and simple to understand and edit.

A secondary factor is the enrollment of SMS alerts. Caremark has been channel agnostic in recent years and because of this, the primary channel of communication has become email. With the introduction of 2 way refill SMS functionality in 2016, Caremark has decided to position SMS as it's preferred communication method. SMS alerts currently account for 5% of communication across the portfolio with 300k enrollments, the aim, and future hope is for an adoption goal of 1.3million SMS enrollments. The optimization of setting notifications is a driving force in achieving this goal. 

Project Requirements

• Combine the currently separate Contact Information and Set Notifications pages into one, including the combination of navigational linking.
  This will result in a complete redesign of the UX.

• UX goal is to limit known errors and update and address defects and issues. 

• Ensure that members have a, mobile number on file before choosing SMS as a communication channel.

• Allow the member to have for multiple contact numbers saved and stored on file.

• Pre-populate the text enrollment checkbox option when a mobile number is entered.

• Visually depict SMS as preferred communication method.

• Make all buttons accessible compliant, addressing disabled/inactive state.

• Addition of Interactive First Visit light box with the ability to prompt enrollment.

• Address and update all error messages.

• Address any and all issues regarding adding phone numbers and consent.

Business Objectives

• Provide members with an improved experience that allows them to easily enter/modify their contact info: phone numbers, email addresses.

• Provide members with an improved experience that allows them to opt into communication channels for notification preferences: email, text or calls. While it is important that the member chooses the channel that is best for them, the preferred channel is SMS.

• Provide clear and concise instructions that help the members understand the information on the page as well as the type of alerts/notifications that will be sent.

• Reduce member complaints and improve Caremark Customer Satisfaction scores. This CSAT impact will be from both on-site expereicne of using the notifications page, and also the post-site experience when the member receives the right message at the right time on the channel of their choice.

Known Errors and Comments from CSAT Testing:

• A member can currently select the text option without a mobile phone on file. The save button then becomes disabled, confusing the member and not being accessibly compliant.
• Error message placement is causing confusion as it's not aligning with the area of the error.
• Issues with time of day not saving when adding a mobile phone for texting.
• Can not have 2 daytime/evening time phone numbers, need to explain this.
• When adding a secondary phone number, when a mobile is already on file, the original primary number is being deleted, causing error messages to appear.
• When the member is not enrolled in text for any alerts and have selected email as preferred, member is not able to remove all phone numbers. Warning message appears and the remove button is disabled. Member do not need to have a phone on file if they have not elected for call/text options.
• Time of day is only applicable for calls, not for texting. Need to make this known to the member.
• Upon entering a new number the field goes into error before completing. Errors should only be seen after saving, not inline validation.
• Terms & Conditions confirmation and consent, members are being asked to accept T&C's but not being provided with them. Are T&C's a one time thing? Just on first time enrollment?
• Confirmation messages are not appearing correctly.
• Text box alert is automatically selecting when member adds a mobile number and then the member is unable to unselect the text check box once information is saved.
• Should selection of time zone be mandatory?

First Round User Flow & Component:

High level, mobile first initial user flow direction. Establishing page components and functionality.

Things To Consider:

Why do we need to call them? Need to set expectations.
Day, Evening, Anytime, Never.
Day: 9am-3pm
Night: 3pm-9pm
Anytime: 9am-9pm
Local time based off the users zip code.

Set expectations on Notifications: What will I get and how often?
How we remove a phone.
How we edit a phone.
How we add a 3rd phone.

Full User Flow

Combined Main Page - Set My Notifications & Contact Information

Usability Testing:

10 participants 5 CVS Caremark customers and 5 non CVS Caremark customers. Taking at least 1 & refilling 1 prescription online.
Users were asked to navigate a prototyped notifications experience, adding phone numbers and modifying alert channels.A

Access the Invision prototype here, steps below.

1. Dismiss the Text Message Promo
2. Add phone number
3. Add a Home phone 
4. Add in the number
5. Add an additional phone
6. Add a work phone 
7. Add in the number
8. Save Changes
9. Acknowledge Error message
10. Change Home 1 to Evening
11. Change Work 1 to Daytime
12. Save
13. Acknowledge Success message
14. Edit Account Notifications
15. Change Order Status to Email
16. Change Savings Opportunities to Email
17. Change Refill Reminders to Text
18. Acknowledge Mobile Component
19. Save without adding a Mobile
20. Acknowledge Error Message 
21. Enter Mobile Number
22. Save changes
23. Acknowledge Success Message
24. Edit Phone Numbers
25. Remove Mobile
26. Acknowledge the removal of mobile
27. Remove Phone
28. Exit out of Phone component by hitting cancel
29. Acknowledge Error message that the phone removal did not save
30. Go back and save
31. Acknowledge Success Message
32. Acknowledge that Mobile is removed and all Notifications are set to Email now.

Key Takeaways & Summary:
Participants found it simple to navigate the page content and change their notifications and settings.
Majority of users understood why only one number can be used per time slot, but didn't agree with it.
Majority of users noticed the "Recommended" label for text alerts: Users had a strong perception of what it meant and felt additional information was unnecessary.
Only a minority of users stated they would need to click save changes after removing their mobile number.
Users were divided on whether or not alerts should default to No Alerts or Email if all numbers were removed.

What do you think will happen to your notifications if you enter your mobile number in the promo spot?

"I would assume that once I do this any notifications for my prescriptions would come through text messages"

“So I think I will probably get a message within a minute or two that says something like, ‘This is CVS Caremark – verifying you are signed up for prescription alerts.’  And then I would be able to refill prescriptions by texting them.”

After trying to Save the two numbers – what has changed on the page? 

“I got an error message that says ‘double check what you’ve entered.’  But I’m fine with what it was, which is why I clicked Save changes in the first place.”
“So this is giving me.. I can only use one number per time slot. Okay so I would have to change the numbers’ when I can be contacted.”

Does it make sense that you can only set one phone number with one "When to contact time?" 7 yes & 3 no

“No, because I can answer my cell phone or work phone when I’m at work. Actually, I didn’t understand that’s what that was at all. Why can’t I get phone calls on two different numbers? Everyone has a cell phone in their pocket.”

“I don’t think it makes that much sense. Maybe 30 years ago it might have made sense, but it’s 2017. People can be accessed at different times, sometimes by your cell phone and your work phone at certain times. And some of those times might be at the same time, but you just never know. I think you should be able to select whatever for each type of phone.”

“It does make sense because how would the auto-dialer know where and when to call?”

What would you need to do to start receiving alerts?

"I would choose whether I wanted text, call, or email and I would check one of these boxes depending on how I wanted to receive it.”

Did you notice where it says recommended? What does that mean to you? 9 yes and 1 no.

“I think text is recommended because it’s proven to be the best way to remind people about something. My assumption is they are recommending text because it’s found to be preferred by customers.”

“No, it’s really small text and kind of a bright orange against the light background. I would assume that most people would rather be texted because a call might interrupt something important and people might only check their emails once a day.”

What happened when you clicked the Text radio button?

“Basically they’re asking for my mobile phone number and all I have to do is enter it here and I will receive texts.”

“It looks like I have to enroll in it by entering my phone number.”

All views collapsed - How would you un-enroll from Text alerts AND you delete your mobile phone number?

“I would have to go back to Prescription management and then change it.”

“So I would go back to Prescription management and change text to ‘no reminder’ and then that would remove my phone number, but if it didn’t, then I would come up to phone number, click edit, and then remove it in here"

“So if I don’t want to receive anymore text messages I would just go into edit here [Prescription management] and change it. If I wanted to delete my phone number entirely I would go here [My contact information] and delete it here.”

Remove lightbox – what will happen to your notification you previously set to Text?

“I see a warning telling me that I’m not going to receive text messages anymore. My notification will probably go back to none.”

“So I won’t get text notifications anymore. They will be sent to my email, but I can change it whenever I want.”

Is there anything else you would need to do on this page?

“I definitely would want to hit Save changes, just to make sure. I’m assuming if I hit cancel it wouldn’t take it all the way.”

“It all depends on what else I would want to do. I guess I would have to click on Save changes. I don’t know, I feel like it would have saved it when I clicked that notification [lightbox]. I don’t think I should have to click Save changes.”

As a page title, does “Communication preferences” make the most sense?

“Maybe.. I could also see ‘alerts and notifications’ or ‘how to communicate with me’.”

“Yes, I think it's okay but maybe, virtual office, virtual communications.”

“I think communication preferences makes sense, because it includes both my contact information and how I'd prefer to be contacted for different reasons, such as for refills or similar notifications.”

Phone component interactions:

Final Thoughts:

Consider allowing more than one number per time slot, or adding a priority setting.
Consider showing a message in the removed phone space saving "Be sure to Save Changes"
Consider saving changes in the lightbox.
If a user removes all phone number default alerts to email.

Account notifications interactions:

Design Decisions and Future Thoughts:

• Using the new UI Kit of icons, elements and typography, an updated and on brand experience was created merging 2 existing pages.
• Added pre-checked boxes for SMS enrollment to encourage adoption.
• Ensured a smooth experience for the member when selecting text alerts by allowing them to add an mobile number at that step and providing an error if they continue. No member can select text alerts without having a mobile on file.
• Member can have up to 3 phones on file - future iteration should limit this further, as it adds to confusion - back end limitation this time around as some users have up to 6 phones, need to communicate before changing.
• Added a highlight for members to see SMS as the preferred option.
• Updated all buttons and UI elements to be ADA compliant, ensured color contrast was accessibly compliant and screen reader call outs adhered to guidelines.
• Updated all copy on errors to be clear and concise for the member, and placed them in a logical part of the page and the addition of jump links directly to the error field.
• We addressed how to communicate to the member that only one phone can be selected for each time of day but for future iterations we highly recommend revisiting this as it was out of scope for this version as it was a huge back end fix. The removal of this would make for a much better user experience.
• Recommendation for future, to allow members to be able to select as many communication preferences as possible.
• Added a "None - Text Only" selection option so member can see time of day is only for calling purposes.
• If a member has multiple numbers on file, we need to communicate which phone would be getting the call alerts, needs to be future iteration.
• Explored options regarding consent, once a phone has been granted consent even if not enrolled into alerts, the consent has been granted, we do not need to show again.
• Time zone information would be helpful for the time of day call selection, but could add confusion, recommendation is to remove this feature in future iteration.
• Based on user feedback we saved the removal of a phone from the modal and didn't request them to hit save changes again.

Final Visuals and Components: Phone Number

Final Visuals and Components: Account Notifications

Results:

2 months after launch CSAT KPI's were above target, SMS enrollment exceeded target to an increase of 71% adoption, 51% higher than the target.
4 months after launch, CSAT KPI's continued to be above target, SMS enrollment also continued to exceed target with an increase of 140% adoption, 120% higher than the target.