My Role
My responsibilities on this feature:
UX Lead Role
Worked with accessibility, Content, Research and the product team to deliver the project.
My Deliverables
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UX workshop leader
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Research
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Create journey map
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Presentations to management
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Testing
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Low fidelity wire frames
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High fidelity designs
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Applications Used
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MIRO
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Figma
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User testing
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Quantum Metrics
My process:
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Define the problem: business & user goals
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Complete any user research and analyze the data
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Design: Wire frame to high fidelity: Responsive, mobile first
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Validate the experience by testing with users
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Refine designs
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Deliver the project
Defining the Problem
Business Goals
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Due to COVID, walk in restoration for MinuteClinic appointments was halted. As a result, we needed to make sure that the MinuteClinic website registration experience was efficient as possible and reduce any pain points users might be experiencing.
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We needed to add a "reason for visit" to the scheduling process as this would assist our providers, giving them the knowledge they needed to prepare for the visit.
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We wanted to help users learn about our services and choose an accurate reason for visit.
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Try to funnel as many users to Video visits when appropriate.
User Goals
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Reduce friction for the user during the scheduling process an give them the confidence that they have made the correct choices during scheduling.
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Help them choose the correct reason for visit.
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Help them understand what a video visit was and if it was right for them.
The Existing MinuteClinic site
Research Strategy
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Using Human Centered design as our frame of reference we developedSophia, a persona representing the household "Chief Medical Officer," to ground the design approach in user-centered thinking.
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Analyzed feedback from Voice of the Customer, a customer-facing survey tool, to uncover common pain points—particularly challenges users faced when trying to schedule a MinuteClinic appointment.
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Conducted contextual research on 12 users to understand their mental model and discover pain points.
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Utilized Quantum Metrics to analyze user behavior and site navigation patterns, revealing that users often spent excessive time searching for key information.
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Created a detailed user journey map to visualize the end-to-end experience, highlight friction points, and identify opportunities for improvement across the appointment scheduling flow.
Persona: Sophia
Service Blue Print
I created a service blueprint for the MinuteClinic to map out the entire patient journey—from scheduling an appointment online to receiving care at a retail clinic location. I identified and documented key customer actions, frontstage touchpoints (such as interactions with clinic staff and the CVS website), backstage processes (like appointment routing and insurance verification), and supporting systems. By visualizing how digital and physical experiences intersect, the blueprint revealed opportunities to streamline handoffs, reduce wait times, and enhance communication throughout the care experience. This became a foundational tool for aligning design, product, and operations around improving the patient experience.
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Service Blue Print for Minute Clinic
Contextual Inquiry: CVS MinuteClinic Digital Experience
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As part of a user research initiative for CVS Health, I conducted in-home contextual inquiries with 12 participants to understand how users interact with the MinuteClinic website when booking care from their own environments.
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Research approach:
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I visited users in their homes to observe their natural behaviors, challenges, and workarounds while using the site to:
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Locate nearby clinics
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Review services
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Schedule appointments
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This method allowed me to gather rich insights into the real-world contexts, devices, and mental models that influence how users engage with the platform.
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Key Findings:
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Device Variability: Users often began the process on mobile but switched to desktop due to difficulties with form inputs and service filtering.
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Service Clarity Issues: Many users struggled to differentiate between MinuteClinic and other CVS health services, leading to confusion about what was available.
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Appointment Friction: Some users hesitated mid-process due to uncertainty around insurance coverage and what documentation was required at check-in.
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Trust & Confidence: Seeing provider credentials and appointment availability improved trust—but only when clearly visible early in the journey.
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Results:​
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​These insights directly informed UX improvements focused on mobile usability, service clarity, and streamlining the scheduling flow, resulting in a more confident and seamless user experience
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What did the Research Suggest?
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Identified user confusion around the difference between in-person visits and virtual video visits, leading to uncertainty during the appointment scheduling process.
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Found that users lacked a clear understanding of the distinct MinuteClinic service offerings, contributing to hesitation and abandonment.
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Discovered that users were unsure whether providers would be adequately informed about their reason for the visit, reducing confidence in the care experience.
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Learned that users strongly preferred transparent, upfront pricing information to help them make informed healthcare decisions.
Customer Journey Map
Competitive Analysis
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We also conducted a competitive analysis with the team to explore digital scheduling experiences across healthcare platforms—despite limited industry examples of clinics offering robust online scheduling.
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Analyzed platforms including Solv, Zocdoc, Walgreens, LabCorp, Doctor on Demand, and Veterans Affairs to identify strengths, gaps, and design opportunities.
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While many competitor experiences lacked innovation, Zocdoc and Solv surfaced useful patterns and UX ideas that helped inform our design direction.
Some of the schedulers we examined
"Finding an appointment that fits my needs is confusing"
CVS MinuteClinic Customer (Voice of the Customer)
Brainstorming & Workshops
I led a cross-functional brainstorming workshop to define the features for MinuteClinic’s new patient routing functionality. We brought together product experts, designers, and developers to ensure we were aligning user needs with technical feasibility and business goals. To start, we reviewed user research insights and current pain points in the routing experience. We then conducted an affinity mapping exercise to cluster ideas and identify common themes around scheduling, wait time transparency, and location preferences. Participants sketched rough interface concepts individually, which we shared and discussed as a group to explore potential solutions. Through this collaborative process, we prioritized a core set of features for the MVP—such as smart location selection and real-time queue updates—while documenting lower-priority ideas for future releases. The workshop helped us move quickly from divergent thinking to a focused, actionable feature set grounded in real user needs.
Brain storming: Affinity Mapping
Lo-fidelity Wireframing Version 1
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Several iterations of wireframes in Figma were completed.
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The one below shows our thought of placing "Clinic" and "Video" visits in a tab structure. Below that you can see the services section within a horizontal gallery.
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Once clicked on the user would be taken to an existing services page where they could then start the scheduling process.
Lo-fidelity Wireframing Version 2
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This version utilizes a horizontal action bar.
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​Notably, the interface includes a checkbox that, when selected, enables the option for a video visit—provided the chosen service supports virtual care. This feature streamlines access to telehealth but could benefit from clearer labeling or contextual guidance to ensure users understand its function.
Wire Framing Search Functionality
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Below you can see the "smart" search process.
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When a user clicks in the "Services" text input, they will be offered the most common "reason for visit"
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The screen to the right demonstrates the "type ahead" capabilities" as well as an offer for more information on certain topics.
High-Fidelity Designs
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Mobile and desktop designs were created in Figma.
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Here we lost the reference to "virtual" visits. it was decided to place this functionality deeper into the scheduling process.
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We also changed the services containers into tags.
Testing
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We used five of our current users with a variety of demographics. This was done using the software, User Testing.
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I analyzed the feedback from testing and presented it to our design group.
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Testing indicated that we were generally on the right track with positive reviews from 4 out of 5 subjects.
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Some of the comments included:
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"The design feels clean and well-organized. Everything matches the CVS brand, which makes me feel like I’m in the right place and can trust the information."
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"I tried it on my phone, and everything resized nicely. It’s easy to scroll through and tap buttons, which is helpful if I’m trying to find care while I’m out."
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"Easy to Find What I’m Looking For"
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"I find that the site is a lot less cluttered and I can find the reason for my visit easier than before!"
Test partner Jane C.
Conclusion
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Our redesigned wayfinding experience received strong praise from both executive leadership and real users, validating our user-centered design approach.
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The improved interface contributed to a 15-20% increase in patient appointment scheduling, demonstrating measurable impact on both usability and business outcomes.
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Positive feedback from Voice of the Customer data and follow-up user testing confirmed that the new experience effectively addressed key user pain points and exceeded expectations.
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Unfortunately, it would be later projects that would have to improve the virtual experience.