Challenge

Corporate employees, looking to grow their families, were having a frustrating, confusing and disappointing experience. We were asked to come alongside these parents, understand their journey, and create a new experience that matched the joy and excitement that comes with having a baby.  

Approach

We started with an analysis of the current experience, synthesis of existing employee feedback and key stakeholder interviews. Through this research we identified key insights that led to opportunities around benefit enhancements, employee and leadership communication and technology solutions. We got to work prototyping solutions to address those identified needs.  

The first step was to visualize the current employee journey, overlaid with an emotional mapping to give leadership empathy for the employee. Next we built prototypes of communication materials and an app platform to help guide employees through their maternity experience. From there we gathered user feedback, from both employees and managers, who had recently gone through the current experience. 

Outcome

Leadership came away with a comprehensive understanding and new level of empathy when presented the journey map. The journey map has been shared at multiple executive meetings and triggered similar projects to improve the new hire and retiree experiences. We’ve just released the new benefit communication materials and they have receive great feedback on their clarity, ease of understanding and access to everything in one place. The app is under consideration and the overall benefit platform is also being considered by other HR teams.