Putting Customers First: Redesigning the Online Enrollment experience to increase success. When our team embarked on redesigning the online enrollment experience for public sector retirement plans, we knew that putting the customer at the center was crucial. We started by identifying the major pain points in the legacy online enrollment process, such as the high 80% drop-off rate. This insight drove a goal to simplify the process to improve the success rate of participants enrolling in their retirement plan.
Simplifying Decisions: To ease the burden on participants, we introduced plan-selected defaults for key decisions such as contribution rates, investment selections, and beneficiary designations. This approach minimized the number of decisions participants had to make upfront, making the process less overwhelming. Several user experience improvements were also incorporated to make the process smoother and more intuitive for participants, reducing frustration and errors.
Saving Progress: By moving online account creation to the beginning of the enrollment flow, we enabled participants to save their progress and complete the enrollment later. This flexibility was crucial for accommodating participants’ busy schedules and ensuring they could finish the process at their convenience.
Continuous Feedback and Improvement: We actively sought feedback from participants, plan sponsors and stakeholders. This ongoing dialogue allowed the team to quickly address any issues and continuously refine the enrollment experience to better meet participants’ needs.
By prioritizing these customer-centric strategies, we significantly improved the enrollment experience, resulting in a 105% increase in success rates, a 50% reduction in enrollment time, and a 60% increase in digital enrollments.
Story by: Molly Paisie and Ben Rogers
Links to related content: Here’s a link to a video that was created for internal training purposes – Training Video – Workday (myworkday.com).
Principles Delivered:
Effortless
- Present information clearly
- Streamline processes
- Think and act one step ahead
Customer Helped:
Member
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