Honeybee

Enabling employees to use their benefits the way they want.

Project Overview

Honeybee Benefits is a product from Benecaid Insurance, a long time presence in the Canadian insurance industry.

Honeybee is designed to bring the best parts of modern insurance - flexibility of account based platforms plus the security of an experienced, trusted benefits platform.‍

Honeybee brings together health accounts, allowance accounts, and employee choice to enable coverage that fits more people better.

Skills Used

Product

  • Product Strategy
  • Agile team management
  • Product Roadmapping

Design

  • Visual Design
  • User Flows
  • Mind Mapping
  • Design Mentorship
  • Design Workshops

Research

  • User Research Strategy
  • User Interviews
  • User Testing
  • Research Synthesis

User Research

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Goals

  1. To gain a working understanding of the domain
  2. To validate the hypothesized opportunity
  3. To understand the user’s experience with the problem, framing, and their view of the landscape

Research Strategy

Our client had proposed a starting points for market segments to validate. Based on that we recruited a mixed sample of small businesses to interview who were at varying stages of insurance.

  1. Those who had yet to engage with an insurance provider. This helps us understand the mindset prior to purchase, such as early knowledge of insurance products.
  2. Those who already had. What informed their decision, what did they feel like they accomplished, and what did they learn?

Key Insights

Primary users were likely to be a hybrid of office administrators, HR personnel, and founders. In many these were all one individual taking on many responsibilities until they could justify those specialized roles.

Research Insight

Primary users were likely to be a hybrid of office administrators, HR personnel, and founders. In many these were all one individual taking on many responsibilities until they could justify those specialized roles.

These individuals are rarely specialized for this task, and as a result have significant overhead for many of their tasks including deciding on insurance.

Recommendation

A design strategy that promoted learning, limited up-front choice, and shows constant feedback can create confidence in the process.

Research Insight

Reducing the cycle of employee-admin work can be a highlight for them. Chasing employees for physical documentation is taxing.

Recommendation

A design strategy that promoted learning, limited up-front choice, and shows constant feedback can create confidence in the process.

Product Design

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Goals

  1. To create a self-service platform for companies and employees that saves time for admins.
  2. To educate all parties throughout the process to increase comfort and confidence in the product.

Version 2

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Key Challenge: Too much choice

With the second engagement we had much more user insight on the live platform. The original platform had tried to balance simplicity with choice, but the level of choice provided feedback that this level of choice created stress and lack of confidence. However these problems were tied to how the insurance products were designed, rather than the interface.

Solution: Simplifying the insurance products

We agreed to push this towards internal discussions with various stakeholders on how to address this fundamental issue. User experience couldn’t evolve without the core insurance product first changing, so that we could reflect the reality of the product.

Plan structures and policies were re-assessed based on the shared goal of improving customer experience.

The outcome was an even more aggressive approach in simplifying the core insurance product and the onboarding experience as two sides of the same coin. Consolidated choices, simpler language, and crucially less choices overall.

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