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health benefits for employees- landing pages

easee.online

The Dutch startup, easee has a mission to make eye care accessible to everyone. They have developed an online eye exam—a clinically proven and certified medical device that’s just as reliable as visiting an optician, but without the hassle of travel or appointments.

THE PROJECT

Team: 1 Designer
Duration: 4 weeks
Goal: Facilitate vision care for employees and assist employers in offering this benefit efficiently.
Target Users: Employees seeking vision checks and employers interested in providing health benefits to their teams.
Tools: Figma, WordPress
Deliverables: Visual Design, Prototype, Landing pages

Creating an opportunity

Our team was very aware of the importance of vision for people and consequently for the employees who might need extra vision care. This is something already known in the Dutch employment law, as they expect employers to provide all the care needed to their employees for their vision. The easee team found an opportunity, to become the advocate of the employees and provide the tools to the employers to take care of their employees according to the law.

the problem

The initial step was understanding what kind of problem we had to solve. We needed to find answers to two main questions :

  1. “How might we help employees feel cared for and trust their employers?”

2. “How might we help employers retain and motivate their employees?”

We had one month to address these questions.

competitors research

Taking the lead in the design process, I began by conducting user research to grasp the industry landscape and identify any other companies or platforms providing solutions for employee health benefits

Competitors research

It was obvious that there was no direct competitor in sight. While other medical device companies focused on specific health issues, none were offering support tailored to employers and employees, especially not in the realm of vision care. This presented us with a unique opportunity to pioneer something entirely new.

Starting with the landing page for employees

Before developing a comprehensive platform accessible to employers and employees, we recognised the need to first test the waters. We had to be efficient and act quickly. Concept testing was imperative. By doing so, we could avoid wasting time and resources if there wasn’t sufficient interest. Our initial strategy involved creating a landing page on easee’s official website, specifically tailored to employees. This page aimed to educate them about their entitlement to vision care benefits and demonstrate how easee could assist them in accessing those benefits.

In collaboration with the Product Manager, Customer Support Manager, Product Owner, and CEO, we discussed what kind of content and features we would need on the page. Utilizing a MOSCoW map, we prioritized the page’s elements, laying the groundwork for my subsequent ideation phase.

MoSCoW Map

collaborating on possible approaches

Our objective was to create a clean and straightforward page detailing how we could help the employees with their vision and explaining how the easee benefits work. The team unanimously decided to name the project “easee@work” using our main brand name (easee).

I designed two Low Fidelity prototypes, each presenting a distinct approach: The first would prioritise the easee@work benefits and the second the process of getting the benefits.

Low Fidelity versions of the page

Following a round of feedback with the team, we opted to prioritize showcasing the employee benefits. The platform’s functionality remained somewhat ambiguous, especially considering the need for alignment with potential employers.

With valuable feedback in hand, I proceeded to develop the mid-fidelity prototype and refine the visual content.

Mid-Fidelity, Iteration 1

Incorporating the team’s insights gathered during another feedback session, I created two versions for Iteration 2. The first featured static content, with clickable benefits allowing users to quickly access more information via individual pop-up windows. Each benefit presented a detailed description along with a CTA directing users to take relevant actions.

Mid-fidelity, version with tabbed content
One of the pop-windows

The second version of Iteration 2 offered a more interactive approach. Benefits were organized into tabs, providing users with comprehensive information and CTAs. This design streamlined navigation, allowing users to effortlessly explore the benefits and take action with fewer clicks.

Mid-Fidelity, version with pop-up window
The tabbed navigation

The team decided to opt for the second option, which presented all the benefits with intuitive and swift navigation and prioritsed the user experience.

The final version

Since the health benefits mainly focused on employees living in the Netherlands and as most of the companies’ employees are expats, we needed a Dutch and an English version.

I developed a Style Guide encompassing the color palette and a fresh logo, rebranding the project as “easee at work” for enhanced user-friendliness and readability.

Maintaining consistency with the website’s style while distinguishing it as a page focused on employee health benefits was essential. To achieve this, I utilized the website’s teal hue, incorporating a lighter variant with more white tint.

The working area of the Final version in Figma
English version

Users could now easily grasp the essence of “easee at work”—access to discounted glasses, a complimentary online eye exam, and a free consultation with an easee optician. Furthermore, they could comprehend the process of accessing these benefits and find a contact form if their employer hadn’t yet implemented them, allowing us to introduce our solutions.

After ensuring the page’s responsiveness, we conducted internal usability testing with colleagues not involved in the project, gathering valuable feedback. Primarily, users sought clearer information about the benefits, prompting us to refine the copy.

The final design of the page
The mobile version of the tabs

The pages on the website

The designs were finalised and were handed over to the external agency that had built the official website of easee in the past. The page was live and was consistent with the style of the website, following our suggested designs.

The live page for employees

providing actions

Users can now effortlessly navigate through tabs to learn about their entitled vision health benefits.

Explaining the process

In three simple steps, users can access the “easee at work” platform, select their preferred benefit, and engage with it. Additional FAQs provide further insight into easee and its offered benefits.

More info about how easee at work would function

Motivating the employers

After getting the page for the employees live, and seeing that there was a lot of interest by the employees, we were ready to move to the landing page for the employers. This page served to promote the easee at work platform and easee’s solutions, doubling as a valuable resource for the marketing and sales teams in their interactions with potential companies and HR teams. Leveraging my experience with WordPress, I not only designed but also developed the landing page.

The live page for the employers

looking ahead

Both of their pages were ready and live for the users, and we only needed some time to see if the concept of an easee at work platform would have potential. While the solution addressed a genuine problem, its reception among employers remained uncertain. While most employees would benefit from the offerings, many were unaware of their entitlement to vision care benefits.

It became apparent that creating awareness and urgency would require time. However, with the seed planted, I remain optimistic that employers will prioritize their employees’ vision in the future. Fortunately, our team’s smart approach of testing the concept with landing pages first proved beneficial.

Find the pages: Employers and Employees.