A review
OE Deliverables
Evolution of Design
Print, FC Support
Portal Experience
Emails & Videos
Miscellaneous
“The most effective way to do it, is to do it.”
– Amelia Earhart
Evolution of Design
Updated design elements and brochure layout while preserving the overall “Your benefits. Delivered.” brand.
The design goal for OE 2020 was to expand upon the design language established in the OE 2019 materials.
This included introducing new design elements — and retiring older elements — to create a cohesive and familiar look.
This approach refreshed the OE 2020 materials but still spoke the distinctive Amazon Benefits brand language we introduced in 2019.
Print Materials and Fulfillment Center Support
Announcment Postcard
Mailed February 13, 2020
+ 13k increase in corporate
Saved approximately $130,000 by not mailing announcement postcard to FC employees
2020
119k
mailed
corporate
1.3%
return rate
2019
280k
mailed 96k corporate
184k FC
2.3%
return rate
Brochures
Mailed February 13, 2020
2020
12
versions
2
inserts
2019
6
versions
2
inserts
385k
mailed
284k
mailed
Improvements for 2020:
- Booklet format
- Matte finish
- Heavier paper stock
OE Brochure breakdown by group
Fulfillment Center Marketing Support Materials
Shipped January 31, 2020
2020
142
fulfillment centers
2019
149
fulfillment centers
Posters
2,100
Computer Screens
700
Magnets
700
Business Cards
84k
Table Tents
4,200
Electronic Experience
Portal
Open Enrollment page improvements for 2020
Redesigned the OE portal page to make it more visually appealing and user friendly. Approached the design from a mobile first perspective.
Separated important sections with kraft banners and used accordions to organize topcis so users could self-select what was important to them.
Organized content in horizontal boxes to improve stacking for mobile viewing.
Highlighted important links with blue buttons.
Translated the Open Enrollment page into Spanish for the first time.
OE page portal views
487k
Feb 12 to Mar 20, 2020
Spanish OE page portal views
5,264
Feb 12 to Mar 20, 2020
Other content updated:
- Beneficiaries
- Comparison charts
- Confirmation
- Contacts
- Copay states OE
- Costs and Rates
- Glossary
- Grand Rounds
- Homepage and sliders
- Legal notices
- Life and AD&D
- New copay states OE
- Prescription drugs
- Transfers
Emails and Videos
Emails
OE versions
- OE Announcement
- Reminder #1
- Reminder #2
- Dual Year
- Instant Confirm
- Final Confirm
X 2
For new copay states
+
Rx pilot Grand Rounds
Videos
Miscellaneous
Introducing Grand Rounds – Statistics
Account activation
17%
in 8 GR states
5%
in 42 EMO states “Well above Book of Business average for first month post launch.” - Grand Rounds
User engagement
Engagement in the 8 GR states is
10x higher
than the 42 EMO states.
Possible contributing factors:
- Targeted portal and email content
- Use of term personal health care assistant
- Additional GR services offered
- Announcement brochures
- Contact info clings
- Lunchroom table toppers
*According to Grand Rounds “Monthly Program Update - April 2020”
Lunchroom table topper
Announcement brochure and cling
