CVS Kidney Care
A digital experience that brings health home and digitizes the future of kidney health.
In America, half a million adults undergo chronic kidney treatment every year. The vast majority of whom spend 12 taxing hours a week in a clinic on dialysis — greatly diminishing their quality of life and ability to maintain employment.
CVS Kidney Care knew there had to be a better way — making kidney health more equitable with a home care–first approach. But what would it take to disrupt such a well-established industry?
the challenge
Our data-informed experience strategy crafted to position CVS as a leader in the health space by developing an iterative visual language, and a new expression, website and demand gen program to create a first-of-its-kind education hub, opening the door to cost savings and better health outcomes.
the outcome
Experience Director: Brett Polonski
Design Lead: Aline Forastieri
UX Designer/Strategist: Jen Alt
Development: CVS Development Team
the team
By assessing the business landscape, competition and customer behavior, we aligned on key innovative, evolutionary best practices that would shift the perception of CVS from a “pharmacy” to a thought leader and trailblazer in the health space.
We leveraged in-depth findings to outline variations in content structure and multiple user contexts to develop a bold yet supportive brand voice. The approachable tone embodied CVS Kidney Health’s overarching mission to make kidney care accessible to all.
We conducted in-depth interviews and worked closely with chronic kidney disease patients and health professionals to initiate an informed experience strategy.
We developed a modular, future-friendly design system. This component library was intricately designed to flex across all platforms, markets and customer needs. We established a modern look and feel while maintaining accessibility best practices throughout.
With an implementation road map identified, key decisions made and an experience framework in hand, the new visual expression, website and demand gen maximized top-of-the-funnel connections.
We delivered a design system that CVS’s development partner can easily manage and deploy as CVS Kidney Care builds upon its current offerings and continues to revolutionize kidney care into the future.
Patients are now empowered with the information and tools needed to take control of their kidney health journey.