GreatBenefits

Simplify and gain better
control over employee benefits
administration

My role
Product Designer - User flow, 
Wireframes, User Experience,
User Interface, Prototyping

CXA is Asia’s first integrated flex and wellness system, aiming to help companies shift spending from treatment to prevention by using AI to address employees' physical, mental, and financial health risks. Offering benefits experience to more than 400,000 users across 600 companies.

GreatBenefits is a highly configurable self-service platform for employers to plan and purchase insurance benefits. It takes engagement to a new level with simplified workflows, personalized quoting, insurance enrollment, wellness eWallet, renewals and more.

I led the end-to-end design direction of this revamped project, worked closely with the research, product and engineering to brainstorm the key ideas, refine the concept, and reshape the product. 

Research Goal

Key research questions and areas:

1. What are notable behaviors, preferences, barriers and technologies that impact usage of the platform?

2. Identify needs and opportunities to inform the product design strategy.

3. To maximize the value to customers and reduce the risk of unsatisfied experience in the product.

Methodology

3-week field study to assess the effectiveness of GreatBenefits offerings as participants used them in their environment.

Phase 1: 1-hour contextual interviews with 5 users (mainly from tech companies).

Phase 2: Conduct user surveys for the target demographic.

Phase 3: Discovery workshops with all functional teams.

Research Routine

High-level findings
related to product direction

Design findings
related to usability on design artifacts.

Quotes we heard

“Group insurance is a must. We need it in order to make employee basic need fulfilled...”

“We, as Employer, can spend 10 whole days just to design what is best for our EE. We value our employees’ life and want to make sure it’s relevant...”

“Manual claim and repeat tasks with bad experience is a nightmare...”

“Need someone to answer my questions...”

Expectations

More cost-effective than traditional basic insurance.

Diversity of products/service in online shop.

Frustrations

Websites don’t have
all information I need

Claim process is a
waste of time

Confusions with
insurance jargon

Unresponsive
from agents

Struggle to
change insurer

Key Findings

1 / Flex is relevant to their business needs but
      basic insurance must stay.

     Expectations

• Cost-effectiveness
• Take good care of employee emotion side while group insurance
  take care of basic physical health.
• Diversity of shop

2 / If cost and coverage are communicated clearly,
      they are happy to purchase

      Decision Criteria

• Value to employee
• Cost (Value for money, Not subscription, No commitment)
• Coverage (related to lifestyle and attractiveness)

      Essential Tasks

• Gather and compare between insurers
• Talk to human

3 / Unresponsiveness and lack of info stopped them
      from purchasing/renewing.

      Before purchase

• Lack of info
• Unresponsive insurer to inquiries

      After purchase

• Time-consuming claim process
• Unresponsive insurer to inquiries

Recording all observations, UX suggestion map was created to
visualize user needs and expectations.

Ideation

The recommendations from the research were used to streamline the user flow and journey map.

A quick platform introduction effectively communicates essential information concisely and clearly, emphasizing the benefits and user-valued actions.

Employers can sign up for employee benefits within 10 mins
by answering 2 questions, then they will be recommended
plans that meets their budget.