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Customer feedback indicated confusion in the original checkout experience, particularly around selecting a fulfillment option. In response, CVS launched a project to improve the experience.
Our goal
Simplifying checkout
The context
Improve the checkout experience.
Make fulfillment options clear - Pickup, Ship to Home, or Ship to Store. Reduce confusion and boost customer satisfaction.
Our team
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1 UX Designer
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1 Product Owner
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1 Business Manager
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And me... (UX Director)
I worked closely with the UX Designer on design development and user testing. We performed multiple rounds of testing to inform and validate the designs. The final design significantly reduced customer complaints and increased conversion by 3%.
What we did
01
We understood the issues and had ideas for improvement, so we quickly developed initial concepts and shared them with customers to get early feedback.
02
We then narrowed in on a direction and created prototypes that walked users through the full experience.
03
As we refined the design, we continued to do rapid testing to validate details—such as whether the tabs appeared clickable enough or if radio buttons were needed to improve clarity.
04
We finalized the designs and launched an A/B test against the original experience.
Our result
3% conversion lift in checkout.
Increased customer satisfaction.
Reduced customer confusion.
New concepts - desktop
We created a number of initial concepts and got customer feedback to decide the approach.
New concepts - mWeb
For desktop, the left-side tabs created the best association between the choice and the corresponding information. For mWeb, it was best to default to Pickup in Store, and keep the other options visible.
What we learned
We iterated and did more testing to reach the final design.
Final designs
On desktop, we used side tabs to create a clear visual association between the selection and its corresponding information. We also added radio buttons to reinforce that the user was making an active choice.
On mobile web, we used top tabs, which allowed us to default to "Pickup in Store" while keeping all options visible and easily accessible.
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