– CVS HEALTH –

Scaling Engagement by Making Value Visible

Reframing Mobile Navigation as a Business Lever
B2C (Business to Consumer) / Mobile Web

Challenges
The existing mobile web navigation menu on the authenticated cvs.com homepage exposed only four top-level categories, unintentionally signaling to users that CVS Health offered a limited set of services and products. This constrained structure reduced user confidence in browsing and discouraged exploration.

Despite the mobile web homepage receiving significant traffic, navigation engagement remained low. Behavioral data showed that users frequently bypassed the menu altogether, relying instead on search as their primary discovery mechanism. This indicated a fundamental trust gap: customers did not view the navigation as a complete or efficient way to find what they needed.

As a result, some popular, high-value experiences & domain, were under-discovered, limiting both customer value and business impact. Addressing this required rethinking the navigation as a confidence-building, browse-first experience aligned with customer intent and omni-channel needs.

Solution
By expanding category visibility, improving content organization, and enhancing visual hierarchy, the new mobile web navigation effectively addressed user challenges and better communicated the breadth of available services. We leveraged data analytics to prioritize popular links, placing them at the top level for quick access. A/B testing validated the positive impact on user engagement against control, supporting a scaled implementation of the solution.

Business Impact
As a result, when it launched, the mobile web menu navigation design received a boost in increased engagement. Content discoverability improved significantly across key pages, increasing exposure to services previously underutilized.

Role & Responsibilities

As the Design Lead Manager, I led the team by facilitating user-centered problem solving sessions, idea contribution and drove design direction to align with stakeholders, while enabling team success through collaboration, obstacle removal, advocacy, and coaching for growth and quality execution. Kudos to the Sr. Designer and Sr. Product Manager who has worked tirelessly to get this out the door.

WHAT OTHERS ARE SAYING ABOUT JET

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.