Key Project 3
Plan Member Education Resources
Created plain-language resources to reduce onboarding confusion and give plan members early access to learn the app before they received credentials.
Mapping the complete client lifecycle across three customer types, identifying systemic breakdowns, and driving improvements from data infrastructure to first-claim experience
A $950M benefits provider serving 450,000+ Canadians had fragmented systems, distributed teams, and no unified view of how clients and plan members actually experienced their products.
As I learned the organization over my first six months, I mapped how work actually flowed across sales, underwriting, claims, and renewal. The journey map became a high-traffic wall mural where teams saw how their decisions created friction elsewhere.
Recreated from memory (original was a high-traffic wall mural)
Led one of three org-wide process redesigns. Mapped how data moved from prospecting through renewal, identified redundancies, defined ideal state.
First-claim processing was make-or-break. When plan members didn't understand their EOB, they complained to employers who questioned their purchase decision.
Impact: Reduced support calls, improved plan member satisfaction with first-claim processing
Created plain-language resources to reduce onboarding confusion and give plan members early access to learn the app before they received credentials.
After Pragmatic Institute training, I shifted GroupHEALTH's sales approach from product-led (listing features) to problem-led (addressing client needs). Created needs-based marketing assets that became foundational to prospecting.
The work operated at multiple levels: tactical fixes (EOB layout), strategic initiatives (data infrastructure), and organizational change (how GroupHEALTH talked about its value).
