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Putting You in the Driver’s Seat: Designing a Self-Sufficient Benefits Experience Brad Kaloupek & Don Renyer
Transcript of Putting You in the Driver’s Seat: Designing a Self ...plansource.com/collateral/Putting you in the...
Putting You in the Driver’s Seat: Designing a Self-Sufficient Benefits Experience
Brad Kaloupek & Don Renyer
Agenda
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Defining Customer Journey
Designing for a New Journey
Test Drive and Feedback
3
Defining Customer Journey
4
Background
• Understand our Employer “Customer”. • Imagine a self-sufficient customer journey. • Reduce the employer effort coming on, and
staying on, the PlanSource platform.
• Design for an API-based, predictive, data-driven experience that guides this customer easily to the right solution.
• Instill concepts of quality, assurance, ease of use and perhaps even a little fun into this experience
• Design our customer’s journey with intent.
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Start with Journey Mapping
• User Experience exercise towards understanding how a customer interacts with PlanSource today.
• Leveraging experience by engaging many different teams and stakeholders.
• Support this research with employer, broker and stakeholder interviews.
Understanding our Customer’s Journey
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• Identify and visualize the whole end-to-end experience an employer customer has with PlanSource
• To create an accurate map:
People Driven Technology Driven (Software supported by People) People Driven Technology Driven
(Software supported by People)
Activating
Positive / Easy
Neutral / Expected
Negative / Difficult
Sales Onboarding Implementation EDI Transition
Operating Renewal
Open Enrollment
Celebrate Go Live
Workbook in Salesforce
ValidatingGo LiveBegin
Implementation Expectations
EDIShorten Process
Brand Awareness
Open Enrollment
Remembers Difficulty
Recommend to others
Renewal WizardImplementation wizard
Expectation Set
Implementation Dashboard EDI Dashboard
Length of Process
Smart Defaults
DecisionsRequirements Gathering
Automation
Industry Profiles Education
Paperless wizard
Navigation
Reporting
Changing Teams
Support
• Catalogue user’s questions, actions and opportunities
• Identify technologies and influencers of this experience
• Highlight positive & and negative experiences.
• Find gaps in the experience
Defining the Employer “Customer”
• With so many people using our BenAdmin, who is the real Customer?
• Self-sufficient product would most likely fit a medium sized employer of medium skill level utilizing our OutSourced service model.
• Appeal to Brokers who would like their employer customers to operate in a self-service manner.
• Would make accommodations for advanced customers and highly customized benefits, but must first serve the target market.
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CoSourced External Broker Service Model
HIG
HLO
WSe
rvic
e Le
vel
Completes tasks for the Employer
Relies on Employer to complete tasks
LOW
HIG
HLO
W
HIGH
OutSourced Internal PlansSource Service Model
Target Employer Customer
Bene
fits
Com
plex
ity
Skill Level
Medium Benefits Complexity with a Medium Skill Level
100 to
500 Employees
All-in-One HCM500+
Employees
Less than100 Employees
MEDIUM
EMPLOYER SIZE:
LARGEENTERPRISE SMALL
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Designing for a New Journey
Design Opportunities within the Journey
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Activating
• What are the design opportunities we see?
• Within this new self-sufficient customer journey, what are the most impactful workflows that inform the design?
• How can we test & validate these ideas?
Operating Renewing
Review vs. Require
Design for Help
Smart Defaults to Reduce Customer Effort
Activating Informs Operating
Design for the Whole User Journey
API Driven Design System
User-friendly Tone + Language
Design for Data Completeness
Personas: Start with the User
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Hanna - Learning “HR is my passion and the foundation to business success!“
Donald - Inexperienced “I have to do this too?!”
Eric - Experienced “This isn’t my first rodeo…”
Low Skill Level
Hig
h B
enef
its C
ompl
exity
Low
Ben
efits
Com
plex
ity
High Skill Level
Researching Smart Defaults
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• Reduce customer effort by looking into configuration usage and standards per benefit
• Only 1/3 of options are commonly used, and many answers can be assumed
• Usage data and implementation standards can be applied to streamline other areas
Researching External Models
• TurboTax is a user experience that takes a complex problem (taxes) and presents them in a simplified, achievable manner.
• Ask questions in a survey style.
• Show progress towards a goal.
• Accommodates both advanced and novice users.
• Uses engaging language and celebrates success.
• Overall, it takes an unpleasant experience (taxes), and makes it pleasant (even fun).
• Similar models such as Rocket Mortgage and Robo-advisors for investing.
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Designing for Data APIs, Sales, Brokers, Customer Service Reps and more… oh my.
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• First design for a self-sufficient, zero-data Customer Journey.
• Then consider how, how much, and who adds data into the system.
Confirm Zip Code
Tell us more about Thrive Hospitality
The zip code where is your company headquatered.
29451
COMPANY SURVEY: STEP 1 OF 7
YOUR COMPANY
Back Next
WHY WE ASK:
We just need a little more information to
begin setting up your benefits.
Where would I find my zip code or Situs State?
COMMON QUESTIONS
ask a question
Company Name ex. Thrive Hospitality
FEIN Number
Location
Primary Zip Code
ex. 000-111-111-2
We are based in the United States
Our primary address is outside the United States
Tell us about your Company
The zip code where is your company headquatered.
enter your company’s zip code
COMPANY SURVEY: STEP 1 OF 7
YOUR COMPANY
Back Next
WHY WE ASK:
We just need a little more information to
begin setting up your benefits.
Where would I find my zip code or Situs State?
Who would have my FEIN Number
COMMON QUESTIONS
ask a question
Example with no data Example with Broker, Sales or API data
Broker has brought the client to PS, and done some preliminary work for them.
BROKER 1: ~XX% DATA PRE-POPULATED
Define Plan Costs Coverage Settings Review Benefit Rules Define Benefit Plans Setup Survey Add Employees Employee Groups
& Locations
Review Business Rules Checking standards& Validation
Employer
Help
ReviewBroker
Valid
atio
n
Go Love
Review
Review
Review
Review
How a broker or API impacts workflow
Designing for Help
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In-experienced Employer
SurveyPhase: Add Employees Add Plan Information
ONBOARDING + SETUP
Learning Employer
Experienced Employer
Customer Service
System Familiarity: 2
System Familiarity: 3
System Familiarity: 6HR Familiarity: 9
HR Familiarity: 5
HR Familiarity: 4
HR Familiarity: 2
System Familiarity: 6
Employee Cencus
Employee Cencus
Answering questions
Questions
Smart Defaults
“How are you feeling today?”
Smart Defaults
Error Handling
Add Plans
Adding Plans gets easier
Delegate adding plans
Add first plan
Delegate Employee cencus
Take a Break
Questions Smart Defaults
Syste
m a
lerts th
em
to
monitors specific Customer’s Setup Progress
Product Experience Matrix
Ask a Question or Search Welcome Elizabeth
Quick Setup Survey
Your Company
Size & Industry
Outline Benefits
Summary
Company Name
What’s your comfort level with benefits and online systems?
Thrive Hospitality
QUICK SETUP
FEIN Number 345912345
Zip Code ex. 12345
We are based in the United States
Our primary address is outside the United States
Not my first rodeo,
I got this! Have a bit to learn, but
am feeling good. Nervous. I’m going to need a bit of help.
Back Next
• A self-sufficient customer will expect help.
• Proactive versus reactive help.
• Design for moments of “help” within the experience - not an afterthought.
• “How are you feeling today” - monitor a customer’s progress, and gauge the right response.
Key Moments that Inform the Whole Journey
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Activating Operating Renewing
Company Survey Simple questions that will pre-populate smart defaults.
Activations Dashboard Clear navigation, status & progress while activating.
Add Medical Plan Streamlined defaults within a common workflow.
NEXT STEP: Complete Benefits & Plans
Home Employees Services Configuration
Employees
CompleteBenefit Settings8 steps confirmed
205 employees, 4 groups added
Activation Survey Complete
Complete
Complete
In-Progress
8 questions answered
Define Benefits & Plans6 benefits, 4 plans added
Continue
Add the individual plans you offer your employees. Our smart defaults will
help simplify the amount of information you’ll need to enter. This can be one of the most difficult steps, so take your time.
Define Plan Costs
Business Rules
Final Review & Go Live
1 Hour Difficulty: Medium
30 Minutes Difficulty: Easy
1-2 Hours Difficulty: Medium
Not Ready
Not Ready
Not Ready
ACTIVATION PROGRESS 55%
You’re making great progress! Adding Benefits and Plans is one of the most
difficult steps, so take your time.
BENEFITS & PLANS: MEDICAL
Home Employees Services Configuration
Does this plan have certain dependent
age restrictions that would impact who
is covered.
Where would I find this information?
What are Dependent Age Restrictions?
COMMON QUESTIONS
WHY WE ASK: Population Eligibility
STEP 3 OF 5
Everyone in my company is eligible for this plan
Only the following employee groups are eligible
This plan uses standard dependent age restrictions
This plan requires custom dependent age restrictions
Dependent Age Restrictions
RELATIONSHIP MIN AGE MAX AGE
Spouse 18 99Child 0 25Student 19 25Disabled Dependent 0 99Domestic Partner 18 99Child of Domestic Partner 0 25Common Law Spouse 18 99Grandchild 0 19Child Age 26 to 30 26 30
Back Next
All Employees
ask a question
Back Next
Company Name Thrive Hospitality
FEIN Number(s)
Location
000-111-111-2
We are based in the United States
We are based outside of the United States
Tell us about your Company
32801Primary Zip Code
The zip code of your company’s headquaters
COMPANY SURVEY: STEP 1 OF 7
YOUR COMPANY
We just need a little more information to
begin setting up your benefits.
Where would I find my zip code or Situs State?
Who would have my FEIN Number
COMMON QUESTIONS
WHY WE ASK:
Home Employees Services Configuration
add another FEIN
add another FEIN
ask a question
Validating Designs through Prototyping & Testing
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• Converging design concepts.
• Use rapid prototyping to elicit feedback and validate ideas.
• User testing of concepts online and with internal stakeholders.
• In-person testing at Eclipse!
� Quick Setup
Next: Outline BenefitsBack
Company Size
Under 100 Employees
100-500 Employees
Over 500 Employees
Hospitality Industry
Which Industy best describes what your company does?
�
Company Size
Please describe your industry and your company size.
STEP 3 OF 7
� Quick Setup
Next: LanguageBack
Which type of benefits do you offer? Choose all that apply.
Tobacco Survey Spouse Survey
Who receives benefits?
All Full Time Employees in my company are eligible for the same benefits.
Benefits or costs may differ by employee groups
Common Benefit Surveys
Essential Benefit Offerings
Medical
�
� Dental� Vision�
Ancillary Benefits
Voluntary Life� Short Term Disability Long Term Disability
Hospital Insurance Critical Illness Cancer Insurance
Outline Benefits
Give us a few details about the type of benefits your employees receive.
STEP 4 OF 7
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Test Drive and Feedback
Test Drive: Company Survey
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Remember Hanna? Hanna has been given the role of activating her company’s benefits administration. She’s relatively new to HR, but feels confident she can figure it out and is excited to get going.
Hanna’s going to get started on her laptop at this URL: https://invis.io/JWCD1J9HC
Test Drive: Add a Medical Plan
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Fast-forward: Hanna’s been making steady progress and getting familiar with the activations process. Next up is one of the harder tasks - adding benefit plans.
She’s stepped out to lunch, so she’d like to use her smartphone to add a plan. Use this URL on your laptop or smartphone: https://invis.io/Y2CKSRNK3
Feedback
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• From the lens of a self-sufficient employer customer:
• Did it seem achievable? • And what other questions you
would ask? • What were some of the things
you liked about the process?
NEXT STEP: Complete Benefits & Plans
Home Employees Services Configuration
Employees
CompleteBenefit Settings8 steps confirmed
205 employees, 4 groups added
Activation Survey Complete
Complete
Complete
In-Progress
8 questions answered
Define Benefits & Plans6 benefits, 4 plans added
Continue
Add the individual plans you offer your employees. Our smart defaults will
help simplify the amount of information you’ll need to enter. This can be one of the most difficult steps, so take your time.
Define Plan Costs
Business Rules
Final Review & Go Live
1 Hour Difficulty: Medium
30 Minutes Difficulty: Easy
1-2 Hours Difficulty: Medium
Not Ready
Not Ready
Not Ready
ACTIVATION PROGRESS 55%
You’re making great progress! Adding Benefits and Plans is one of the most
difficult steps, so take your time.
Putting You in the Driver’s Seat: Designing a Self-Sufficient Benefits Experience
Brad Kaloupek & Don Renyer
