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Simplifying Benefits with EyeMed’s Roadmap

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EyeMed, our vision care provider, has great changes in store for their customers this year. One exciting update the company recently revealed is its Benefits Roadmap. This interactive infographic was envisioned by the creative EyeMed marketing and communications team, and won a regional American Advertising Award for Digital Advertising. We sat down with Naomi DeMarco, the brains behind the tool, to get the details on its design and development.

Tell us about the development process behind the roadmap.
I love infographics and road trips, so I thought the roadmap gave us a great opportunity to combine the two. The process of using your benefits is similar to a journey, so that was my inspiration. For the roadmap’s design, we worked with Go2 Advertising, a Cleveland marketing agency.  Go2 Advertising was a new agency for us. I never had worked with them before, so I explained what I had in mind and challenged them to create something interactive and fun. I was familiar with parallax scrolling and asked if they could integrate it into the design.

What do you hope to achieve through the roadmap?
We’ve consistently heard that members don’t understand their benefits. The goal of this project was to create an easy-to-use, engaging tool to explain how to use your benefits, whether you choose an in- or out-of-network provider.

Screen Shot 2014-05-22 at 8.39.30 AMWhat was your favorite part about developing the roadmap?
I loved every concept review meeting, because Go2 Advertising added a lot of interesting details to the roadmap that were above and beyond what I expected.

How does the roadmap fit into EyeMed’s plan for the next few years?
I’m excited to see what EyeMed has in store for the future. We are working to overhaul our systems and really ramping up the use of technology to help us work smarter and create a great experience for our members. The roadmap is an important component of this move. By simplifying benefits and incorporating an attractive design, we’re already working towards our goal of better serving our customers.

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