An audit of a user experience for enrolling in PBC Healthy Living Program showing ways to improve the journey and positively impact behavior change.

1. The WebMD site requires reg-
istration, which asks for a lot
of personal information before
offering details.
The site requires David to dis-
able his pop-up blocker on his
browser, which increases the
number of steps and compli-
cates the process.
During registration, David
is asked to choose topics of
interest, which results in him
being subscribed to several
newsletters without his per-
mission, so he has to unsub-
scribe on the next page.
Taking the Personal Health
Assessment (PHA) will result
in $125 in David’s paycheck. It
looks like a useful tool.
The link takes him to a PDF
download of a flier, which is a bit inconvenient, especially since the
link did not indicate it would lead to a download.
In the details, David learns he has missed the deadline to receive
the first $125 of the benefit. He’s still eligible for the second $175
payout, so David keeps going.
The next link takes him to Healthy Living by WebMD where he has
to register.
Receives PHA results and
next steps worth an addi-
tional $175 for participating.
Clicks on the first step in the
program, the Personal Health
Assessment Tool, which is worth
$125 for responding.
Must register to use the site.
Clicks on the Call-to-Action
which takes him to WebMD.
Clicks on the notice on the
home page for more information
about the program.
Looking at Publicis Benefits Center,
David comes across a notice about a
PBC Healthy Living Program that is
worth $300 for participating.
Willing to check it out. Money
is a good incentive if it turns
out to be real cash in his
pocket.
Wonders why he hadn’t
heard about this before.
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Lack of promotion about the op-
portunity across multiple channels
risks employees not knowing about
a valuable resource and great ben-
efit, and the company loses another
participant in a program that should
save them money in the long run.
A poor user experience risks employees, who are strapped for time, aban-
doning the search for more information if they keep getting bounced from
one site to another.
Trust issues can also arise by sending someone to an external site without
notice.
As it is, the program does result in money directly in the employee’s pay-
check, which is a great incentive, but if the program appears hidden, em-
ployees may become frustrated at missing out on a benefit.
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Again, a poor user experience
increases the risk of abandonment.
Technical “glitches” can be off-put-
ting and reduce trust as well.
Subscribing anyone to newsletters
without permission is bad form.
The PHA doesn’t provide
context about how long it will
take to complete or what in-
formation should be on hand
to finish.
David starts the PHA anyway
hoping it will not take too
long. Luckily, a clear path is
established when he starts.
The PHA has a nice graphic
presentation, but some of the
questions are a little unclear.
It only takes 10 minutes to
complete, but David didn’t
have a few details from him
last physical to input which
might have improved his
score.
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Even though David is well
past the deadline, the website
still tells him he will receive
the financial benefit.
David questions his score
because he was missing
or guessing at some of the
details. He also sees where
he probably should have an-
swered some of the unclear
questions differently.
He can go back to update the
PHA for new results at any
time.
The feedback provided
seems useful, but David is
disappointed that follow-ups
require scheduled phone calls
which he doesn’t expect from
an online tool and doesn’t
really have time to do.
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Not knowing how long the PHA will
take or what details should be on
hand increases frustration and risk
of abandonment.
Set expectations and deliver on
those expectations to trigger posi-
tive emotions and build trust.
Create opportunities for individual
or team competition to encourage
participation.
Confusion on the financial benefit
can leave a bad impression with the
employee and cause him to ques-
tion the authenticity of the offer and
his employer.
Requiring a phone follow-up for
an online tool presents a barrier to
further participation.
Reduce barriers and friction by giv-
ing users a clear understanding of
what’s required in next steps.
Provide opportunity for feedback
and questions.
Provide opportunities for social
action between employees.
Reduce barriers and friction by re-
moving technical issues or warning
users up front that pop-up blockers
should be disabled.
Create a clear path that outlines the
required steps and let’s users know
how far along the process they are.
Direct attention to the benefits of participating and how to get started.
Reduce barriers and friction by providing the most direct route possible to
program details and enrollment.
Establish authenticity by including company branding on white label pro-
grams on external sites, or at a minimum, let users know they will be taken
to an external site.
Set expectations for the time and attention the process requires.
Direct awareness to the opportunity,
clearly communicating the benefits.
Send reminders before deadlines.
Earn Up To $600 with Healthy Living
All active benefits eligible employees can participate in Publicis Benefits Connection (PBC) Healthy Living
and may earn up to $300 in rewards. Spouses and Domestic/Civil Union Partners enrolled in a Publicis
Benefits Connection medical plan are also eligible to participate and earn up to an additional $300.
Get started by visiting www.webmdhealth.com/pbchealthyliving
Healthy Living Reward Deadlines
Complete your Personal Health Assessment (PHA) by the applicable deadline to receive $125*
in
your paycheck**
.
Employees hired on or before October 1, 2015 Employees hired on or after October 2, 2015
December 31, 2015 June 30, 2016
If you missed the PHA reward deadline, you can still complete the PHA to be eligible for the $175
Healthy Activity Reward*
.
*
Rewardsare subject to applicable taxes.
**
Rewards will be paid via Payroll 2-3 pay cycles following your reward completion date. You must be
actively employed at the time of payout
Questions? Contact the PBC Healthy Living WebMD hotline at 1-877-830-0078. You can also visit the
“Wellness” page on www.publicisbenefitsconnection.com for additional information.
Earn 50 Healthy Activity Points by October 26, 2016 to earn an additional $175*
in your paycheck**
.
Activity Points
Complete 4 WebMD Health Coaching sessions
(Must complete first coaching call prior to 8/1/16)
40 points
Achieve any My Health Assistant Goal 10 points per goal (up to 4 times)
Track your exercise weekly 1 point per activity (up to 10 times)
Complete any Health Topic Assessment monthly 5 points each (up to 6 times)
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RISKS
RECOMMENDATIONS
USER EXPERIENCE MAP: PBC HEALTHY LIVING PROGRAM