Collective Welcome:
Open Enrollment Redesign 2020

Overview + Problem

Let’s dive into that first part: Open Enrollment

Okay, so I don’t say this lightly. But Open Enrollment is kinda boss. As the kickoff to Collective Welcome, it starts as a brand awareness campaign, then helps members understand their health plan options, and finally nudges them to enroll in their plan. But its magic relies on combining juicy digital touchpoints with memorable in-person experiences—like pairing puppy adoption with learning about benefits. 

But 2020 in all its glory required we ask: how could we deliver an award winning Open Enrollment digitally? 

Discovery

Since 2020 was, I’ll say it, unprecedented, we first synced with leadership to align on business goals.

Business goals

• Reduce overhead for Open Enrollment

• Drive down member inquiries between October - December

• Create a more scalable solution to reduce resource needs going forward

Then, we went into a series of client interviews to discuss both what clients needed from Open Enrollment during the pandemic, but also to understand how we could better meet their needs in general.

We zeroed in on “it takes a village.” Because honestly, we hadn’t realized how much HR leaders were relying on other folks to help deliver benefits info. This became a huge pillar in our redesign. 

Finally, we developed our product goal: 

To enable members to understand Collective Health’s role in their healthcare journey, and make confident plan choices.

Process

Now, the really fun stuff! We took everything we learned into Invision-backed brainstorming sessions, and bounced around ideas. I couldn’t shake this nagging memory from my time as a curriculum developer, when I taught teachers how to deliver lessons to students. It felt like we were solving for the same thing: make people experts, then teach them to teach others.

Our clients weren’t used to doing this alone. So, to help them out, we wanted to create a detailed timeline of materials we were providing, and when to deliver them. This was a complex piece that required several iterations as we figured out the right level of detail.

Since education was the name of the game, we wanted to create robust materials to help our clients’ “villages” with benefits. Our Client Success team was setting up webinars, so we tackled reading materials and visualizations to appeal to a variety of learning styles. Since content and design needed to layer with each other, I took a few stabs at how to visualize some materials (shown here).

What else did we iterate on? One-pagers detailing frequently asked questions, digital backgrounds, and how-to videos—plus branded marketing materials.