– CVS HEALTH –

From Passive Loyalty to Daily Habit

Reigniting Engagement, Trust, and Growth
B2C (Business to Consumer) / Mobile App

Challenges
While our ExtraCare+ members recognize the high-level benefits of membership, the app currently lacks a "reason to return" between transactions. We are facing a passive loyalty hurdle: members value the brand but don't feel a pulse from the product. This disconnect has led to stagnant user engagement, as the experience feels like a tool used only when needed, rather than a destination. Without frequent, meaningful touchpoints, we risk losing mindshare to competitors who offer more immediate, habitual gratification.

Solution
Informed by user research survey and product leadership direction, I designed the Healthy Rewards with Step Tracker integrated app feature for iOS and Android to make ExtraCare+ reward earning effortless through step challenges and fitness goal completion. The feature tracks weekly steps, awards rewards when users meet their step goals, and integrates seamlessly with fitness devices such as Fitbit, Apple Watch, and Apple Health.

This feature enables a simple and consistent reward earning, strengthens program engagement and customer loyalty, and supports member health and wellness goals. This work advances the broader business objective of enhancing the ExtraCare+ benefits program for millions of members by delivering a meaningful value proposition and an engaging, health-focused experience.

Business Impact
The Healthy Rewards with Step Tracker integrated app feature (iOS & Android) delivered significant engagement improvements across key metrics.

  • Increased app engagement. This means members open their app more often to engage with said feature. 

  • Increased in CVS.com Extracare member profile completion. This means members completed their membership profile more often than before. 

  • Lower on Extracare + membership HOLD rate. This means members did not pause their membership. 

  • Lower Extracare + membership cancellation rate. This means members least likely to cancel their membership. 

CVS members collectively achieved over 1 billion steps through the program. This feature matches and strengthens CVS's position as a health centric-focused brand while providing tangible value to customers through their everyday activities.

Role & Responsibilities

  • Led the end-to-end design of the feature from concept through launch, including facilitating cross-functional design work sessions, defining user flows, producing wireframes, partnering with user researcher on usability testing scripts, and supporting final handoff to engineering to ensure seamless implementation.

  • Balanced hands-on design execution with project leadership, driving the work forward while managing timelines, prioritizing scope, and aligning cross-functional teams around shared product goals.

  • Collaborated closely with cross-functional partners, including product managers, engineering leads, UX writer, UI designer, user researcher, design systems team, accessibility, legal, marketing, and brand teams, to ensure solutions met usability, business requirements, technical feasibility, accessibility, legal compliance, and brand standards.

“Even though I never met my goal of steps to get the deal on the healthy rewards of the challenges, it keeps me aware of my steps daily and makes me want to walk more and be healthier.”
— KM65
 

WHAT OTHERS ARE SAYING ABOUT JET

I had the pleasure of hiring Jet as a Senior UX Designer, and from day one, he made a significant impact on the team and on high-level projects. Beyond excelling in his core responsibilities, Jet quickly took on additional leadership by coordinating meetings, ensuring transparent communication of updates and changes, and documenting processes to improve team alignment.

One of Jet’s standout contributions was leading the design of a tracking experience that allowed users to link their devices and earn rewards for walking or running. Throughout the process, he served as a trusted advisor, collaborating closely with product and engineering teams to ensure the designs met both business objectives and user needs—all while navigating an aggressive launch timeline.

Jet’s outstanding performance and leadership led to his promotion to Senior Manager, where he now leads his own team. He continues to demonstrate resilience, fostering strong partnerships and maintaining clear communication as he implements new features while continuing to improve the user experience and meet business objectives.

I look forward to seeing Jet continue to grow in his career as a Senior UX Manager—any team would be lucky to have him.

Sr. Design Manager, New York, NY, United States
Managed Jet directly at CVS Health

Digital Design Director, Managed Jet directly at CVS Health, New York, NY, United States

Jet has taken on his expanded responsibilities on the cvs.com home + navigation and OTCH teams with grace and skill. He has continued to grow tremendously as a team leader. Peers and team members recognize his mindfulness in empowering others to explore and develop perspectives and lead in areas in which they have expertise.

His communication is precise and clear, and he proactively identifies opportunities to collaborate with peers and acts without delay. He is effective and trusted collaborator to his product and engineering partners, and uses excellent judgement to guide the design decision direction toward what is right to achieve our goals while keeping feasibility in mind.

Jet's former manager and collaborators highlight Jet's craft skill, level of organization, effective designs and willingness to roll up his sleeves and lend a hand to his design peers and collaborators.

While Jet has opportunity to grow in flexing his leadership style to meet the needs of all team members, he is on-track to grow as a design leader at CVS and beyond.

Sr. Content Strategist Manager, Design partner at CVS Health, United States

I had the pleasure of working with Jet on several high-visibility projects, where he consistently demonstrated strong leadership, creativity, and strategic design thinking. As a design lead, Jet effectively managed and delegated work across his team, always ensuring alignment with product priorities and timelines. He partnered closely with stakeholders to continuously prioritize initiatives, consistently delivering high-quality design solutions backed by competitive analysis and user-centric thinking.

Jet has an impressive ability to break down complex business requirements and reframe them from the user's perspective. He is always advocating for improvements and pushes his team to do the same. His communication skills are excellent – he continuously kept everyone informed of deadlines, technical constraints, and evolving requirements which fostered transparency and trust across the team. 

He constructed a collaborative environment where everyone felt welcomed and encouraged to contribute their ideas and think outside the box. His deep design expertise, proven ability to resolve challenges, and talent for uniting cross-functional teams toward a shared goal make him an asset to any organization.