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

Download a sample white paper