In its “logged-in” incarnation, CVS Health’s RX Transfer application suffered from poor conversion rate (less than 20%) and a high “in-flow” abandonment rate (greater than 50%). The experience itself was hindered by both a legacy treatment and distractions and avenues of departure present on the screen: at the top of the screen, standard page navigation and, at its bottom, the site footer with its proliferation of links.

The lack of success of this version of the RX Transfer app continued to leave a burden on both the customer and the pharmacy to which the prescriptions might be transferred to (phone calls to pharmacy to set up prescription transfer, in-person visits to the pharmacy to discuss the same, et al.), something this initial version was intended to alleviate.

Within the guest flow version of RX Transfer, which was net new to the site, I made it easier to interact with this application and transfer prescriptions, while adding value to the pharmacy by introducing methods that will save time and calls. Additionally, I provided means of gathering crucial information needed to accurately move the required prescriptions. As for the aforementioned methods, these included the following:

• A streamlining of the experience by removing any unnecessary steps, navigation, text fields, and visual clutter

• Implemented a “type-ahead” drug locator which assists in finding complex drug names and corresponding drug dosage

• Implemented a store locator which searches for both CVS and external pharmacies and through a variety of modes (zip code, city and state, as well as manual entry).

• Provided for an opportunity for the user to register on cvs.com affording them a means of monitoring their transfer.