Building a unified brand through an integrated digital experience

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.

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.

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.

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.