Optimizing HR Benefit Management: Streamlining Costs and Enhancing Customer Satisfaction for Gympass
Context
Gympass is a corporate fitness benefit provider - which offers unlimited access to a global network of more than 30,000 gyms and 700 activities that was rapidly expanding its sales team to meet the high demand from HR departments struggling with benefit management, leading to increased costs and customer dissatisfaction. This created uncertainty about the company's ability to expand in the US market and we were requested to redesign the HR Portal.
The development should start in Q2, we had 6 weeks to come out with an solution.
My role
UX Research
Product Design
Product Strategy
Discovery
We were asked to redesign the HR portal but with no clear direction on what to do, so we started with a research. We splitted the theme in 4 topics to navigated through the initial ambiguity: Benefits Market, HR, Tech Solutions and how it related with the current Gympass Experience leading to the following findings.
Benefits Market
Employee benefits market is 2x bigger than Brazil.
Gym membership is the 16th choice for companies in the top 20 benefits.
Wellness programs is in the 11th position in a benefits preference survey from employee perspective.
HR
Benefits are managed by different persons or 3rd-party contractors leading to communication gaps.
HR does not communicate benefit properly due to the increase of workload to solve benefit problems and questions.
Its usually a small team to take care of management of multiple benefits.
Tech Solutions
Lacks of good and integrated tech solutions to deals with the daily basis.
57% of the companies worry about managing operational costs to acquire a new benefit.
MAPING THE Gympass experience
We leverage previous knowledge from the team and past researches to match with evidences from the new research helping us to move faster.
Launching journey
Ongoing journey
Sales
Company onboarding
Setup the
benefit
Internal
launching
Follow-up
Employees eligibility
Benefit communication
Billing
& Invoice
Follow-up
Employee
support
Unable to see results of the benefit
Too long response time to solve simple things
Unable to see results of the benefit
Wrong elig. files and lack of infos leads to wrong charve and payment problems
Manual method, error-prone, time consuming and costly
Hard to customize communication to the company branding
Spreadsheet to keep track of eligible employees.
Manual work to update the database through emails.
The person involved in the deals and trainning usually is not the one who will manage it
Company is buying a dream
An event in the company
analysis and insights
Clustering the problems in 4 big themes we had a clear view of how the current solution was impacting the value perception to the companies.
Lack of solutions to solve daily problems
Multiple improvised tools
Lack of solutions and material to promote the benefit
Heavy manual
work
Insights
1.
Acc managers are responsible to define adoption strategies and increase benefit performance, right now they work mostly as a CX focal point to solve operational problems due to the lack of tools in the HR Portal.
2.
As lower is the adoption highest is the effort perception to manage the benefit.
problem definition
Problem
Competition leads to a high standard of quality and as a not top priority benefit with no guarantee results, companies are not willing to increase their workload with another costly operational experience.
Research
Benefit market
Companies
Tech solution
Gympass experience
Multiple improvised tools
Lack of solutions to solve daily problems
Heavy manual work
Lack of solutions and material to promote the benefit
DEFINE
The solution
To increase the value perception of the benefit we should reduce the operational cost by facilitating the management experience providing guidance and autonomy to the HR. To ensure we create solutions in the right direction we defined Experience drivers.
Simplify
Reduce manual work
Reduce process fragmentation
Guidance
Support HR to make right decisions
Support HR to understand the product
Autonomy
Help HR to be in control of the management
Help HR to solve daily problems
and needs
Jobs to be done
We read over 2000 CX tickets to understand the motivation and frame the it as Jobs to be done.
By grouping the jobs to be done we could creat concepts with specific goals and design the big picture of what the HR Portal should be.
Concept map
It allowed us to create a map that we could easily visualize the gap between the current scenario and where we should be.
Solutions
Company profile
HR profile
Help center
End User management
Communication
Invoice management
Scope and priorities
COVID happened, Gympass was heavly impacted and should provide visibility of the recently created offer, Live classes. All research done allowed us to understand how to meet Gympass and companies expectation with no extra time.
As we had a map, it was easier to the team find the quick wins. The team and the leadership decided to start from redesigning the HR Portal homepage display relevant informations of usage, provide visibility of the new offers and the Invoice interface.
home page
The current Home wasn’t optimized the display new offers, neither provide relevant information about benefit usage and support HR to manage properly the benefit.
invoice
The current Invoice page demanded navigation to internal pages to perform basic actions and useful information like the “sub-companies” and extra members invoices were informed through codes, unable to identify in a first glance.
benefit usage
To address the needs we created a new page to provide visibility of the benefit usage and show relevance to the companies, the Reports page.
FINAL SCREENS
Dashboard
Actionable information supporting HRs to know when some action is required in the billing cycle avoiding extra payments.
Visibility of usage with quick access to the brand new reports.
Support on communication about how Gympass works.
Visibility of new offers and communication material to promote it internally.
Help center about the benefit management to support HRs in the daily operations.
Reports
Detailed information about the benefit performance in the company.
Invoices
Visibility of relevant information avoiding missing invoice payment dates.
Clarity about the invoice type and company.
Quick access to actions straight from the table.
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