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Securian Financial: How personas and journey maps can fine-tune benefits enrollment



Securian Financial asked me to develop and write a comprehensive summary of research it commissioned to understand how benefits managers can use employee personas and journey maps to fine tune benefits enrollment processes. The result was a report presented in three white papers:
- Part I —The 5-step benefits enrollment journey
- Part II — Personal preference: Three employee approaches to benefits enrollment
- Part III — What’s next? Strategies, tactics and tips to enhance benefits enrollment