UX CASE STUDY

CVS Health
COVID-19 Cruise

Time Frame - Five 2-week sprints

Role - Lead XD Designer

Collaboration - Researcher, accessibility, content designer, engineering, developers, product

MY ROLE

Lead UX Designer

Timing: Five 2-week sprints

  • Designed one generic and four cruise branded 0-to-1 end-to-end scheduling flows.
  • Collaborated with A11Y, Research, Content, Product,  Engineering and Cruise Company partners.
  • Present solutions and deliverables to leadership and stakeholders.
  • Facilitate feedback between the Cruise Company (received from product) to the CVS Brand team.

OVERVIEW

CVS COVID-19 Cruise is an end-to-end, 0-to-1, responsive web scheduling program designed to help passengers easily book the required COVID-19 tests needed to board their cruise.

PROBLEM

Having users understand pre-test booking window and where to book it.

CHALLENGE

Cruise line and CDC testing requirements frequently changing. Tech constraints impacted what I could show users making it difficult to give clear, personalized test instructions at the time of booking.

RESULTS

Launched COVID-19 Cruise test scheduling (4-branded + 1-generic) with a 90% conversion rate, helping passengers sail safely during the pandemic.

DESIGN PROCESS

Quick Turnaround, Lean Process

  • Rapid prototyping, user testing, and iterative design cycles
  • 3 test required for all users
  • Tech constraints

Agile & Adaptive to Change

  • Project paused mid-way due to shifting COVID-19 and cruise regulations
  • Requirements expanded to 8 testing possibilities across 4 cruise lines
  • Tech constraints lifted → now able to inform users of cruise-specific testing requirements

Design & Delivery

  • Resumed with more testing, wireframes → lo-fi → hi-fi prototypes
  • Successfully launched 1 generic + 4 branded scheduling flows under a tight deadline

INITIAL DESIGN

Leveraging pre-existing template due to short timeline

  • Adapted an existing COVID-19 B2C landing page to meet tight turnaround requirements.
  • Partnered with the content team to restructure and update messaging for the cruise-specific testing experience.
  • Redesigned the page layout and visual hierarchy to better support revised content and user needs.
  • Reworked the “What to do” section, including a new interactive widget for selecting test types.

USER TESTING

Testing program comprehension of different scenarios

  • Test requirements
  • Window of time to take the pre-test
  • Age requirements
  • Radio button selections
  • Step-by-step instructions

Findings

  • Some users were unsure if they needed a pre-test, a day-of test or both. (Language updated later for clarity)
  • Few surprised to learn they were scheduled for multiple tests.
  • Some understood the fallout for trying to register early, but would like a reminder.

MID-SPRINT REQUIREMENT CHANGES

8 Different testing possibilities for 4 cruise companies

When COVID-19 regulations shifted, I adapted quickly as cruise lines introduced varying testing requirements.

  • Gained time to explore design ideas, refine concepts, and conduct usability testing.
  • Used previous insights to inform later design iterations.
  • Tech constraints lifted → now able to inform users of cruise-specific testing requirements.
  • Before users had to choose a path → now they just enter their info.
  • Keep it simple for users.

END-TO-END USER FLOW

Updated E2E user flow with the new testing requirements

FALLOUT SCENARIOS CLOSER LOOK

Scenario 1: Departure and/or Return Test Only

  • Users proceed to booking if cruise hasn’t departed.
  • If the cruise has already departed, users fall out of the flow.

Scenario 2: Pretest Only

  • Users fall out if cruise has departed.
  • If registering too early, users fall out but can opt in for email/SMS reminders.
  • If registering too late, users fall out and are advised to get pretested elsewhere.

Scenario 3: Pretest + Departure/Return Test

  • Users fall out if cruise has departed.
  • If registering too early, users can opt in for reminders.
  • If registering too late, users continue to register for departure/return test and are advised to get the pretest elsewhere.

WIREFRAMES / USER TESTING

From Confusion→Clarity

Updates

  • Landing page was simplified: users only needed to enter their REF ID and select their cruise. 
  • The page dynamically showed the required tests.
  • Users could choose to take the pretest with CVS and enter their information.

Findings

  • Users understood which tests were needed.
  • They felt the process was simple and not overwhelming.
  • Some were unsure what would happen if they didn’t select the pretest option.

WIREFRAMING

Clarifying pre-test selection with progressive disclosure

Progressive disclosure worked well, but I had to refine the experience around the "Pretest with CVS" option. Users understood what happened if they selected it—but were confused about what would happen if they didn’t. I clarified both paths to reduce hesitation and guide decision-making.

  • Introduced clearer radio button labels:
    • “I will take the pre-test at CVS”
    • “I will take the pre-test elsewhere”
  • Reinforced that a pre-test was required, reducing confusion around its necessity.
  • Based on selection, a dynamic alert bar displayed additional context.

THE BREAKDOWN

Closer look of the progressive disclosure landing page

REGISTRATION TOO EARLY PAIN POINT

Enabled early registrants to receive timely SMS/email reminders, reducing missed pretest registration window

With tech issues resolved:

  • Users who booked their pre-test early could finally see the earliest date they could book
  • Opt-in SMS / Email for a reminder (reducing miss pre-test registration window)

LOCATOR PAGE PAIN POINT

Due to the high demand for testing during the pandemic, appointment availability was limited 

This was a major pain point for users who had opted to take the preliminary test with CVS earlier. To address this, I designed an exit point on the locator page, allowing users to complete the rest of their booking while choosing to take the preliminary test elsewhere.

  • Version 1: Users with Pre-test and departure and/or return test (by-pass to registration)
  • Version 2: Users with Pre-test only (fall out with FAQ information and next steps)

AFTER NAVIGATING THROUGH A SEA OF ITERATIONS

Final screens

*Final Norwegian branded screens shown; not all variations or cruise lines represented.

PROJECT LAUNCH

Launched COVID-19 Cruise test scheduling with a 90% conversion rate, helping passengers sail safely during the pandemic.

My key takeaway from this project was the importance of avoiding user overwhelm. From user testing, implementing progressive disclosure proved to be the best approach, allowing users to make the best decision on where to take the preliminary test and, based on their action, understand what that meant for scheduling and next steps.

Recognition in honor of Stephanie's receipt of the PI1 Train-Wide aware for Creativity

“Stephanie has demonstrated her strong design and creative skills through her work on the Cruise flows. This was something that required end-to-end creative thinking and Stephanie was able to successfully accomplish all the tasks set before her.”