Shoppers EBP 2024
EBP Service Design:
Shoppers EBP
Project Overview
In the Service Design for Shoppers EBP project, the goal was to enhance the Employee Benefits Plan experience by providing end-to-end service from onboarding to claims filing. The combination of a centralized platform, featuring comprehensive benefit breakdowns and automated claims filing, and human interaction including ambassador onboarding and 24/7 customer services delivers a seamless and transparent service journey.
My Contribution
I participated in the development of the platform prototype, focusing on optimizing its interface and functionality based on user feedback. I was responsible for creating detailed service blueprints that mapped out user journeys and service orchestration to guide the design implementation.
1. Research and Analysis
- Research Process
We conducted a series of user interviews to identify the pain points across the benefits management journey. Through studying the Onboarding Process, Overall user experiences and Communication, we discovered that users often felt overwhelmed during onboarding due to a lack of clear, centralized information. Feedback also highlighted the need for connecting healthcare visits to claim filing task flow to decrease users' frustration with complex and opaque communication regarding their claims.
- Journey Map & Touchpoint Map
These interviews informed our Journey Mapping and Touchpoint Mapping activity, where we delved deep into the following specific stages to enhance the service experience: Onboarding, Coverage Inquiry and Claim filing.
Journey Map & Pivotal Points
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Touchpoint Map
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2. Co-design Solution
We incorporated a series of generative activities to co-create the service experience alongside participants. Through sprint plans focused on testing the platform prototype and the service flow, we immersed users in scenarios like in-person onboarding and filing insurance claims, and closely gathered qualitative insights and quantitative data that were instrumental in iterating our solution.
This iterative process involved refining wireframes and rapidly evolving our ideas into tangible designs. We adapted our approach responsively, integrating user feedback into the platform's development cycle.
3. Final Solution
- Centralized Platform
The service operates based on the Centralized Platform designed to streamline the entire service flow focused on onboarding, coverage inquiries, and claim filings.
We introduced an ambassador in-person onboarding session, transforming the overwhelmed onboarding into a hands-on and insightful Introduction. The platform provides in-time balance breakdowns and comprehensive coverage details, shifting the pivotal point from Coverage Chaos to Confidence in Coverage. The incorporated appointment booking function enables the system to track healthcare visits, which enables the later Automatic Submission of Claims feature. This streamlined the claim filing process into a Hands-Free experience that emphasized ease and efficiency.
Clickable Prototype:
Register - Appointment booking - Coverage Inquiry - Claim Filing - Help Center
- Service Orchestration
The Service Orchestration was designed to guide a seamless user journey supported by the service team. The front stage provided users with a cohesive interaction platform, comprising robust customer service supported by 24/7 ambassadors and intuitive dashboard features for a comprehensive overview of benefits. Behind the scenes, HR, IT, Finance, and the Benefits Department synchronized their efforts. This orchestration spanned from session preparation in HR to account and security management in IT, culminating in efficient claim processing in Finance, ensuring the entire lifecycle of the benefits experience was harmonious and user-centered.
6. Conclusion and Challenge
The successful conclusion of the Shoppers EBP project highlights our commitment to navigating and mitigating inherent organizational risks. We prioritized data privacy and security, ensuring compliance with relevant regulations and implementing robust data management protocols. Seamless technology integration was achieved by working closely with IT teams, ensuring system compatibility, and establishing a clear recovery plan to maintain service continuity. Moreover, operational costs were balanced against the need for a comprehensive solution. We adopted cost-effective strategies, such as virtual onboarding alternatives, to optimize resource allocation.