Simplifying the Complex World of Benefits

The Opportunity

WageWorks is a leading provider of Consumer-Directed Benefits (CDBs), enabling employees and their families to save money by using pre-tax dollars to pay for their healthcare and commuter expenses. The firm communicates and sells directly to three different audiences: consumers, employers and brokers. They came to Flightpath to create a new online presence to simplify the potentially complex world of CDBs.

The Solve

We started by imagining a website architecture that focuses primarily on the participant/consumer group but also works to the benefit of secondary audiences. Our goal was to deliver information in a clean, simplistic, visual manner while encouraging and facilitating self-service through robust search capabilities.

The resultant WageWorks website broadens brand appeal by driving awareness of the greater suite of WageWorks product offerings and provides clear direction on how benefits can work together. It features:

Clear articulation of WageWorks’ positioning, value proposition and service offerings
Recommendation wizards, cost calculators and interactive tools
Tools to support employers in educating their employee populations
Deep content including explanatory videos and downloadable documents
Hooks to social media and other enrollment support initiatives

How and Why

Wageworks makes benefits programs easier to understand and use so that everyone can take advantage of pre-tax savings and focus on what matters most. We ensured that their online presence maintains heightened sensitivity as we’re dealing with a potentially combustible combination of finance and health issues.

Inspirational visuals and an overall ease of use make for an online experience that encourages and rewards exploration while providing clear facts, instructions and purposeful utility.

Results

+66%

Overall Website Traffic

Web Marketing Association’s WebAward 2014 B2B Standard of Excellence

Interactive Media Awards 2014 Best in Class – Best HR Website

Relevant Links

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