Building a unified brand through an integrated digital experience

CVS HEALTH^®

We’ve been building our partnership with CVS Health^® since 1999, along the way developing a deep knowledge of their brand positioning and business offerings. After their first major acquisition in 2007, they partnered with us to design and build their first integrated website—and then looked to us to do it again when they acquired Aetna^® in 2018. But this time, they needed to introduce their new brand narrative and create a unified brand experience in one website that would cater to their main audiences: opinion leaders and members of the press.

accessibility design
content strategy
design language system
full stack development
research + insights

Our research and analytics informed the design to showcase a new kind of integrated company

Our research and analytics informed the design to showcase a new kind of integrated company

Less about the research + insights

With the merger of CVS Health and Aetna, a distinctive integrated health care company was born. To determine how to best reflect this new voice as an innovator in the space, we conducted comprehensive research into user needs and behaviors, including a site intercept survey, target user group interviews, concept testing as well as insights gleaned from analytics and heatmap tools—all which helped inform the site strategy and architecture.

We developed a revamped architecture by incorporating flexibility and consistency

Less about the design approach

CVS Health was already using an atomic design approach, so we took it one step further by building a library of components that could be assembled quickly to meet demand—a fortuitous move, because when the pandemic hit, pages and content needed to be created immediately to help educate and engage users. Using this library, we simplified the development process by reducing redundancies and created a consistent visual language that connected the customer to the brand. Another key component of the redesign was the global navigation system we developed that was deployed across all CVS Health properties to help maintain visual consistency for the user.

By simplifying the brand narrative, we helped make communication clearer

Less about content strategy

Transformation was top of mind for CVS Health, and they wanted to open the door to new content that would give audiences a fresh perspective on the company. To evolve the site and express the enterprise narrative in a clear, simple way, we developed a content strategy that determined what to add, retire or repurpose based upon the taxonomy to showcase how CVS Health contributes to the transformation of health care every day.

We displayed localized and personal content to connect to diverse audiences

Less about the user experience

To better connect the new brand narrative to its diverse site audiences, we developed a comprehensive content tagging strategy that when deployed with marketing automation technology, allowed CVS Health to provide a localized and personalized experience. This helped our business partners more deeply understand page visitors’ engagement with the brand across channels—such that personalization of the website could be facilitated not just by site journey behavior, but by language, region and email engagement.

Our unique treatment of the News & Insights section of CVSHealth.com saw a 111% increase in both users and page views in its first quarter live compared to the previous quarter

I think it looks fabulous and truly takes our website to the next level!

CVS Health

Content & Digital Executive Director

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