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Use Case:

One Account, One Login, One Identity

CVS Health is a Fortune 4 company that services 110+ million customers, primarily based in the United States. Their portfolio includes retail storefront, pharmacy, healthcare, health insurance and loyalty which represents 50+ lines of business. In 2019, they embarked on a strategic pivot to become a leader in providing healthcare.

CVS Health, Identity

Problem Space & Opportunity

  1. As a CVS customer, finding and managing personal and family information online is a fragmented and confusing experience.
  2. As a digital enterprise, customer data is siloed and disconnected. This prevents us from accelerated program growth and long-term retention.
Monthly Number of Signed in Users across Web & App
  • 22 million - Retail & Pharmacy
  • 1.3 million - Health Insurance



  • Storytelling

  • Service Design Workshops

  • Wireframe & Prototype
  • Visual Design

  • Feature Enhancement

The Goal

One Account

A centralized identity and integrated account experience enables meaningful, connected experiences. By providing one identity, one account our products:

  • surface relevant and meaningful next best actions from across the enterprise driven by analytics and logic. ‘We know you and we care.’
  • provide a means for a person to seamlessly navigate and manage their profile, payments, purchases, preferences, prescriptions, programs, insurance, and health-related activity in one central location.
  • improve consumer experiences across the user journey including in-person, digital, and customer support because we have implemented an integrated, agile architectural platform.

The Vision

Bring together dozens of departments, technologies, and experiences to center on the customer thereby providing a fully integrated experience.

The vision - what's involved
Multiple Accounts lead to confusion

Current to Future State

  • Create a consolidated experience across the enterprise through revised information architecture, nomenclature, technology integration, and design
  • Identify the problems that users face when coming to My Account and solve them across
    • Orders/Purchases - View, track and buy again
    • Rewards - ExtraBucks and coupons
    • Prescriptions - Manage and refill
    • Profile Update personal information


To garner stakeholder support, I ascertained the organizational ecosystem.
Multiple Accounts lead to confusion

The Problem Frame

To find & manage personal information is a fragmented and confusing experience.

The Experience:

10+ accounts with 

4+ sign-ins for

1 Person.