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February 8, 2025
Shoppers Drug Mart is one of the leading Employee Benefits Plan (EBP) providers for Canadians.
In recent years, it has witnessed a decline in enrolment, activation, and utilization.
Using a service design approach, I lead a project where we developed an Employee Assistance Plan that aligns with the needs and preferences of the workforce, leading to higher enrolment and activation.
To know users' main touch points with their EBPs and pain points of their onboarding experience, we recruited 3 participants for an unstructured interview.
Based on findings, we mapped a user journey - marking pivotal points.
From the findings above, we hypothesized that users struggle with onboarding, and conducted user testing.
“I wish there was an onboarding session to summarize all my benefits clearly.”
Users are onboarded via email - information overload...they seek help, but remain uncertain about their benefits and covered services.
Company holds in-person onboarding sessions with Shoppers Ambassadors to breakdown benefits plan and enrolment process.
“I did not understand if the service was covered - lots of misunderstandings.”
Users are confused about coverage periods and remaining balance, often leading to out-of-pocket expenses after receiving a service.
EBP platform eases access to information regarding coverage and eligibility of services and can book appointments directly, automating claim filing.
“I had to consult so many different resources and couldnt get the answers i needed”
Users struggle to file claims and resort to online resources for guidance. They have no access to the right support team - resulting in more doubt.
Users have fast access to chat support with knowledgable Shoppers' Ambassadors.
In-person onboarding sessions facilitated by Shoppers' ambassadors, guiding users step-by-step through the registration process.
Users appreciated the human element in onboarding, and they felt more motivated to enrol and activate their EBP plan.
Dashboard now has streamlined essential insurance functionalities like claim submissions, coverage details, and quick access to docs.
A discovery section of entitled services, clinic partners network, and more - seamlessly accessed.
Users now have the knowledge needed (coverage, eligibility) to seek a service and can book directly through the platform.
Benefits & Coverage Page: coverage cards for each eligible service, displaying coverage balance and period (in months)
Single Service Coverage Page: in-depth visual breakdown of a service's range, remaining balance, and duration period
Users are now empowered to make informed service decisions and no longer have to face unexpected expenses
"Recent Appointments" feature to automatically populate relevant service provider fields.
when filing claims, users found it helpful that they can quickly access details of recent appointments to auto populate fields.
