Evernorth Health Services
Evernorth is a health services company that provides pharmacy, benefit management, and behavioral health solutions. My work in this space revolved mainly around making prescription management experiences easier to follow for members by refining content in the pharmacy and pharmacy benefit experiences.
Express Scripts, a subsidiary of Evernorth, is an online pharmacy with over 100 million members. It's main product offerings include:
Home delivery
Online prescription management
Automatic refills
Coverage notifications
Cost-savings recommendations
Example 1 - My Medications entry point content
Situation: Members didn’t have a consolidated place to manage their prescriptions or order new ones. Prescriptions lived in different experiences on the site depending on their type. Member feedback indicated that a single list of actionable prescriptions would provide value and simplify the experience. This list was released and called “My Medications.”
Business opportunity: Encourage flow completion and conversion to book of business products such as home delivery and automatic refills.
User opportunity: Make prescription management (refilling, renewing, cancelling) faster and easier to understand to reduce time spent on the site.
Task: As the initial version of My Medications was released, I was assigned to provide content refinements to the entry point on the home page.
Action: I leveraged previous research on what members considered to be the most important parts of prescription management to help me succinctly describe what the goal of the experience was. While the name “My Medications” was already decided on before I came onto the project, I saw an opportunity to further clarify the utility of the new product. Since members were accustomed to managing existing prescriptions and ordering refills in separate experiences, I wanted the support text under the main header to call out their ability to multitask once they click the entry point.
Result: Support text received positive feedback from usability testing participants and helped solidify a new entry point content standard of supplemental headers.
“My Medications” entry point with updated support text
Example 2 - My Medications archiving feature
Situation: The initial release of My Medications did not have feature parity with the prescription management experiences it replaced. With features like filters, categories, and archiving as fast-follow items, there was an opportunity to refine the content in My Medications to help make prescription management easier. Historically members had some trouble understanding what “archiving” a prescription meant, so I took the opportunity to tackle this content first.
Task: I explored areas where we could expand upon the concept of archiving a medication.
Action: I drafted content for the archiving “empty state” to set the expectation for the behavior. I wanted members to understand that archiving could help them reduce clutter but not cancel or deactivate their prescription. I also made sure we had appropriate validation messages for archiving and unarchiving, a "counter” for the archived medications header, and an updated CTA for an archived medication. The goal here was to make the experience more customizable and reduce visual clutter.
Result: “Empty state” content provided space to explain functionality before a member archived their medication. Product owners responded positively to this change and archiving medications is no longer a prevalent comprehension issue.
Archived medication “empty state”
Archived medication with validation and updated CTA
Example 3 - My Medications category filters
Situation: Filtering by prescription type was another fast-follow item after the initial release. We wanted members to be able to filter to see specific medications and opportunities. Historically, members struggled to understand what a prescription renewal was, and what made it different from a refill. Renewals required a new prescription from their doctor (facilitated by Express Scripts) before they were processed and delivered, even if it was for the same medication. Refills didn’t require any additional contact with the doctor and were simply processed and delivered after member’s completed checkout. We had an opportunity to help members understand and act on renewals as we explored different labels for the filters.
Task: I explored labels and banner content to make prescription renewals easier to understand.
Action: I wanted to reinforce the idea that renewals were actionable just like refills (although with a few extra steps behind the scenes), so I wanted them to be paired together in the filters. My hypothesis was that if we highlighted the ability to order now, regardless of it being a refill or a renewal, members would be less concerned about the differences between the two and move forward in the experience. Testing showed that members were reluctant to click on any filter that had “renewals” in the label, but we could not get rid of renewals completely as they are a critical prescription type that needed to be accounted for on the site. I removed the word “renewals” from the filter label, but used it in the banner content in the now renamed “refills available” filter. My goal with this adjustment was to use the space to tie refills and renewals together, show clear next steps, and reduce reluctance to click.
Updated category filter label and banner content for prescription renewals
Example 4 - Conversion opportunity content for Department of Defense members
Situation: Department of Defense members had a low incentive to switch to Express Scripts prescription delivery service. While that service is often cheaper than a brick and mortar pharmacy for other member types, DoD members usually have a $0 copay at their military pharmacies and didn’t find converting to home delivery enticing.
Task: We needed to entice DoD members to convert to home delivery services without using our traditional savings calculations header message, since that would not show a compelling dollar amount.
Action: I explored header content for a conversion pop-up for DoD members that highlighted other benefits of Express Scripts home delivery service, such as reliability, convenience, free shipping, 24/7 support, and no long wait times at a military pharmacy. I drafted content solutions that could scale out to other member types whenever the potential savings were low and we needed content that reflected other delivery benefits.
Result: After dozens of explorations, stakeholders and content managers wanted to A/B test their two favorites. Option 1 tested better than our control and Option 2, with approximately a 6% increase in conversion.
Option 1 - focus on reliability and no long lines at a military pharmacy
Option 2 - focus on free shipping and 24/7 pharmacist support