Part 2: Human-Centered Design (HCD) — Implementing for Benefits Enrollment

In Part 1 of our series on Human-Centered Design (HCD) for HR (Human Resources), we explored the basics of HCD and its potential to transform HR practices. Now, in Part 2, we will take an in-depth look at how to apply HCD to a specific HR process: benefits enrollment. This guide will help HR leaders step through each phase of HCD to create a more effective, engaging, and supportive benefits open enrollment experience for employees.

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Step 1: Identify Who You Designing Benefits Enrollment For

The first step in applying HCD is to identify the stakeholders involved in the employee benefits open enrollment process. These individuals co-create the benefits open enrollment experience together. These stakeholders could be:

• HR Team: Manages and communicates the open enrollment process. 

• IT Department: Ensures the technical systems supporting open enrollment are functional and user-friendly. 

• Marketing: Aligns open enrollment materials with employment branding (company culture, values, and mission). 

• Benefits Providers and Broker: Offer the actual benefits and provide additional support during enrollment. 

• Leaders: Interface with employees to promote benefits awareness and engagement. 

• Finance: Partners with HR to determine the benefits offered and assess their budgetary impact. 

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Next, identify the employee personas. In your workplace, you have a variety of employee personas with unique needs. Consider the different generations, wage demographics, and life stages of your employees. These could be: 

• Phoenix: First job out of college, and first benefits open enrollment with the company since being hired.

• Mark: Three years with the company, just married a year ago, and expecting his first son. 

• Francis: 20 years with the company, executive, planning to retire in two years. 

• Roeda: Supervisor in the factory, English is her second language, caregiver of three children and aging parents. 

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Step 2: Gather Information 

Now that we know who the employee personas are, it is time to gather detailed information about their experiences, needs, and pain points. Here are some ideas on how you can gather information:  

• Surveys: Distribute surveys to employees to gather data on their previous benefits enrollment experiences. Ask questions about what worked, what did not, and any suggestions for improvement.

• Interviews: Conduct one-on-one interviews with a diverse group of employees. This will help uncover detailed insights into their experiences and challenges. Such as is their multilingual support for partners of employees that English is not their first language and may need to read the materials to be able to hold a discussion with the employee on what is best for the family. 

• Focus Groups: Organize focus groups with representatives from different departments. This encourages open discussion and collaboration on identifying common pain points and practical solutions. 

• Observation: Observe employees as they go through the current benefits enrollment process. Note where they encounter difficulties or express frustration.  

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Step 3: Generate Ideas for Benefits Enrollment Experience

With a comprehensive understanding of the employee experiences, it is time to brainstorm ideas to improve the benefits open enrollment process. Facilitate brainstorming sessions with the HR team and other stakeholders, encouraging creative thinking and recording all ideas without judgment. Once you have a list of potential solutions, evaluate the feasibility and impact of each idea. Prioritize those that address the most significant pain points and can be implemented within your available resources.

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Step 4: Make Ideas Tangible 

Turn your top ideas into tangible prototypes. Start by developing mock-ups or pilot versions of the proposed solutions, such as a redesigned open enrollment portal or improved communication materials. Conduct user testing sessions with a small group of employees to observe their interactions and gather feedback. Refine the prototypes based on the feedback received, going through several rounds of testing and iteration if necessary. 

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Step 5: Plan and Launch 

Once you have refined your solutions, it is time to plan and execute the launch of the new benefits open enrollment process and program.

1. Develop a Launch Plan: Outline the steps needed to implement the new process. Include timelines, responsible parties, and key milestones. 

2. Define Success Measures: Identify metrics to measure the success of the new open enrollment process. This could include employee satisfaction scores, enrollment completion rates, and time spent on enrollment tasks. 

3. Communication Plan: Create a communication plan to inform employees about the new process. Use multiple channels such as emails, webinars, and intranet postings to ensure widespread awareness and understanding. 

4. Training: Provide training sessions for employees to familiarize them with the new system. Offer ongoing support through helpdesks or dedicated support teams. 

5. Launch and Monitor: Roll out the new open enrollment process and program and closely monitor its performance. Gather feedback from employees and make necessary adjustments in real-time. 

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Moving Forward with Human-Centered Design 

Implementing Human-Centered Design in benefits enrollment can enhance the experience for employees, making the process smoother, more intuitive, and more aligned with their needs. By following the five steps of HCD, HR leaders can transform open enrollment from a confusing, stressful task into a streamlined, supportive experience. This approach not only improves employee satisfaction but also boosts organizational efficiency and effectiveness.

Incorporating HCD into HR processes requires effort and commitment, but the benefits—greater employee engagement, reduced redundancy, streamlined processes, and cost savings—are well worth it. By breaking down departmental silos and fostering collaboration among all stakeholders, HR can lead the way in creating a workplace where every employee feels valued and supported. 

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ABOUT AUTHOR

Mindy Honcoop

Mindy Honcoop is an experienced People Leader now serving as MeBeBot's VP of Customer Strategy and Operations. Previous HR advisor to Care.com, Spiceworks Ziff Davis, HomeAway.com, Blackbaud, and Expedia.