Designing a digital benefits enrolment experience.

Design Lead • January 2024 - April 2024

Overview

Design lead for the design discovery a digital enrolment portal. Our team was responsible for delivering development ready designs for enrolment, user dashboard, life event changes, and managing a dependant status.

Problem

The client, a Third Party Administrator (TPA) in group benefits, had a limited digital experience for onboarding members and a digital portal.

Our team conducted a 12 week discovery phase to conduct workshops, develop a technology foundation, and define the scope and user experience.

Goal

How do we build a membership enrolment experience that efficiently onboards users, and provides a dashboard that clearly communicates important notifications, benefits cards, and claim submission.

Design approach

We followed a human-centred design approach, using insights from industry and user research, to collaborate with groups across PC and define the member experience.

  1. Comparative analysis: Review comparable experiences inside and outside of industry and identify benchmark of user experience within group benefits.

  2. Lo-fi user flows co-creation workshops: Conducted co-creation workshops to align on high-level user flows, identify requirements and designs for key workflows in DXP.

  3. Digital style and UI library: Defined digital UI library, icons, font, colours, and illustrations for DXP. These building blocks created the final hi-fi designs.

  4. Prototype and Usability Testing: Validated design and product decisions, and identified opportunity areas through moderated testing with participants across Canada. Iterated on designs based on insights.

  5. Hi-fi Designs and Review: Finalized designs for desktop and mobile devices that have been reviewed, to serve as inputs into next phase of the program.

Comparative Analysis

In order to understand the current market for group benefits our team conducted a comparative analysis.

View analysis

Co-Creation Workshops

To align on a target state experience with the client, our team hosted many co-creation workshops. Based off of our comparative analysis, we crafted lo-fi user journeys and validated our workflows with the client.

Digital Style and UI Library

To quickly scale our high-fidelity deliverables, our team created a digital style and UI library for the client.

Prototype and Usability Testing

To validate our design direction, product decisions, and opportunity areas, we conducted moderated testing with participants across Canada.

View prototype

Testing Plan

  • Enrolment and Benefits

    Identify if participants can efficiently enrol and clearly understand their included and optional benefits selection.

    Brand and tone of voice

    Identify if the conversational content and style were helpful for participants in completing their tasks and established a relationship with People Corp.

    Dashboard and Life Event Changes

    Assess if participants can navigate to find what information they need and if they are able to start and complete tasks like a life event change.

    Benefits Navigation

    Understand users categorization of benefits and services into grouping labels like Health, Dental, Life etc.

  • Card Sorting

    Participants were asked to sort benefits and services into groupings that made sense to them. Participants could add additional grouping labels.

    Usability Testing

    Participants were given the scenario that they were starting a new position and received an email to enroll in their benefits. Testing was done in 1 hour moderated sessions using a clickable prototype.

  • Participants had no previous experience with group benefits except through enrolling with their employer.

    •Age range: 28 – 52

    •3 Single, 5 Married

    •4 with Children

    •ON: 5, BC: 1, AL: 1, QC: 1

    8 Participants in total

Testing Insights

    1. Overall, participants were able to successfully complete the end to end enrolment process and a life event change. Participants commented on the simplicity and clean visuals of the prototype.

    2. Navigation on family overview screen allowed for flexibility for both single members and members with families.

    3. Brand tone and content resonated with participants. When questions required more context participants knew to click on tool tips.

    4. Participants were able to navigate the Dashboard successfully and find information like their benefits card and coverage overview.

    1. Utilize content to entice users to add optional benefits, and make it easier for members by automatically calculating coverage totals.

    2. Participants often asked for additional coverage information for included and optional benefits such as cost to themselves, and specific benefits included in Health and Dental.

Final deliverables