Overview
Care box is a subscription box concept by the UX Strategy team at CVS Health. We devised a number of different Care Box ideas, with a focus on a Chronic Condition care box as our main proof-of-concept.
For the Chronic Condition care box, customers with chronic conditions receive their prescriptions within a care package that contains other items related to their condition. For example, a customer with diabetes may receive a box with their monthly Metformin refill, glucose test strips, and some sugar-free snacks. The app will also have resources for the customer to manage their condition. The goal is to have the customer feel cared for, and to bring delight to an otherwise routine delivery.
Goals
Collect feedback on our Care Box concept through an unmoderated survey.
Analyze and create a report detailing the results of the study.
Provide actionable insights based on analysis.
Role
UX Researcher
Aid in devising a user testing plan
Analyze results and create insights
Synthesize results into a research report
Method
Participants watched a video that introduces Care Box and details what the service entails. Then, they are asked questions about their first impressions.
Research plan
Video review survey
30-50 participants with at least 1 Chronic Condition
Participants will review the video, and answer both qualitative and quantitative questions
Learning Goals
Is the purpose of the service clear?
Do users think it is useful or helpful to them, specifically?
Does a recurring order/subscription model seem like right format to them?
Is CVS a trusted/preferred provider for this service?
Does this model give users adequate “so what” to generate excitement/interest (re: previous subscription research)?
What would users be open to paying for this service?
High-level summary of results
Overview
Current iteration of box concept seems better-tailored to a new diagnosis.
Participants also broadly indicated that once someone has been managing a condition for years, this box might not be necessary. This speaks to the importance of flexibility in subscription – users need to know how to pause, cancel, or order a box with ease.
May want to consider Care Boxes being centered around life changes as a strength (supporting users as they adjust to a condition, relocation, etc). While users might not receive the box forever, it likely will strengthen their overall relationship with CVS
Concerns with shipping/reliability
Some shipping companies leave packages on porches without alerting the user. Having the CVS logo and “Care Box” on the box could be a security issue and lead to theft, especially considering how these boxes contain prescriptions.
Late deliveries can also cause issues if they urgently need a refill and the package is delayed.
Cost
Several participants had a strong negative reaction to the “How much would you expect to pay for this” question.
To them, the idea of a service that is ostensibly to help with a chronic condition with serious life impact is something that should be offered as a show of care, not a paid service.
Not all participants had this response, and several also acknowledged that it would make sense to pay someone for the labor of assembling the Care Box.
Having an additional cost for this service could compromise the “care” aspect
Participants expressed confusion about how insurance would figure into pricing for the care box, including whether insurance would cover the box or how much would be covered
Trust in CVS
In line with previous studies, openness to the concept was shaped by participants' previous experiences with CVS, both positively and negative.
The disappointment and lack of surprise some participants presented when discussing the box having a fee also reflects an existing lack of trust that this service would truly aim to help users, rather than sell them a product.
Customization
Positive feedback to interchangeable items (Snacks, etc.). Those who were not aware that items were interchangeable gave suggestions on being able to customize the Care Box.
We know from previous research that customizability and flexibility are connected to trust. Highlighting the extent of customization possible, and flexibility of the service (eg. For delivery or pickup, types of items, easy pausing or cancelling) are likely ways to increase trust and interest in the service.
Challenge: One user mentioned they had ADHD and only needed to take medications. They did not need to follow a specific diet, take any supplements, etc. How might we create a Care Box for them?
Other insights
Most users recognize that Care Boxes are convenient and a support system. Even if users personally don’t think it’s useful for themselves, they feel it would be useful to others.
There is a consensus that Care Box would benefit those who are newly-diagnosed the most, but users who have multiple conditions find value in Care Box helping them keep track of their refills (one user mentioned they take 14-15 medications).
Feedback from interview participant suggests an opportunity to connect delight/front store items in box with community support, for example highlighting products that others with the same condition found helpful.
Next steps
- This study points to a choice:
- Conduct further research in order to adjust the concept for more general Chronic Condition Management relevance
- Lean into this idea as a specifically new diagnosis box
- The idea of this service holds significant promise, we only need to choose which approach/direction to go with, and focus further development
- Continue development of chronic condition Care Box after making directional decision, and validate next iteration with representative users.
- CVS must keep in mind the unique position of chronic condition customers, and take extra steps to demonstrate care in all aspects of the service, including flexibility and pricing.