Greenshield X CareBear

Service redesign

Project Introduction

Our client, Green Shield, is concerned that employee assistance plans often suffer from low enrollment, utilization, satisfaction, and activation, resulting in wasted employer costs and missed opportunities for employees. Our reimagined service model addresses this by focusing on employee needs and providing flexible omni-channel access to enhance engagement and value. This solution empowers employees to fully utilize their benefits while helping employers maximize their investment, fostering a healthier, more supported workforce.

Project Duration

Jan-April 2024

Tools

Figma

Premiere Pro

Miro

Check our solution at a glance

User Research

35% users will activate their accounts

3% users are actually using their benefits

Only 0.1% users will convert to personal account

while Green Shield target 10%

As we go over 20 participants sample videos, we hear from them:

“I do not recall I’ve received an onboarding email, and by the way I would love to see flex money available in my account”

— Sample video participant 2

“Filling the claim form manually annoys me...I confused when I can receive my money, I hate waiting”

— Sample video participant 3

Journey Map

Based on our user research, I crafted the user journey map to visualize the steps a user takes to register, engage and exit their interaction with EAP service. The map highlights pivotal points where the experience can be improved and identifies challenges, frustrations, and obstacles users have encountered along their journey.

Journey map link: https://miro.com/app/board/uXjVLtD89ec=/?share_link_id=340469001202

Pivotal Points

This is the first step in user interacts with the EAP digital platform and a crucial bridging moment for users to understand what is available to them. Understanding this pivotal point and solving its potential issues will help our client increase activation and utilization rate and retain returning users.

Onboarding

Most of our users find claiming as a tedious process, especially with the repeated need to fill out forms manually. By streamlining this process, we can provide a smoother experience for users to claim their benefits and receive their funds, addressing a key pain point that can significantly boost user retention.

Claming

Users express confusion about their accounts, leading to missed opportunities to track their balances effectively. This lack of clarity can result in underutilization of their accounts, preventing them from fully maximizing the benefits available to them. It is crucial for us to help them keep track on their benefits and make most out of it to built their loyalty to Green Shield

Checking usage

How does the ideal journey look like？

Service Touch Points - Omni Channels

Given that each service interaction for users can span multiple channels, I identified all possible channels—both online and offline—for each touchpoint. This allows me to further refine and design potential cross-channel user flows, ensuring more smooth experience for users to get support through out their journey.

Prototype - Onboarding

Select interested categories to get recommendations and information during onborading

1. Customization

2. Transparency

Allocate remaining balance based on personal preference before users start their plan

See the exact amount of balance and sessions left for each service

Prototype - Claiming

1. Physical service touchpoint

Work with clinics to implement an auto-claim QR code system. After each visit to a doctor or physician, the QR code will be conveniently provided on the receipt, ready for users to access.

2. Quick Access

Users can scan the QR code using their GSC mobile app for quick access to the claim form.

If users have filed a claim before, their information will be auto-filled for convenience. They only need to review and confirm if any details need updating. A progress indicator will guide them through the process, showing their current step.

3. Easy claim progress

4. Claim tracking system

A clear tracker offers users an estimated processing time for each step, ensuring they know when to expect their payment. If any issues arise during the process, users will receive notifications with updates and guidance to resolve them, helping to minimize claim failures.

5. Support system

If users have concerns about their plan or benefits, they have multiple support options. They can call a representative or visit a GreenShield service center directly for assistance.

Service Blueprint

Summary

Value for users

  • Know better about available benefits and maximize their utilization

  • Claim tracking with multi-channel support

Value for GreenShield

  • Increase activation rate
    & early registration rate

  • Strengthen customer loyalty

  • Increase customer satisfaction

Value for myself

  • Gained experience in running effective sprints across diverse teams

  • Developed a deeper understanding of UX design, extending beyond mobile and website applications.