Designing Pre-Tax Clarity: Helping Users Make the Most of Their Benefits

Designing Pre-Tax Clarity: Helping Users Make the Most of Their Benefits

Designing Pre-Tax Clarity: Helping Users Make the Most of Their Benefits

Date

Oct 2023 – Nov 2023

rOLE

Product designer

Product designer

Product designer

I led the design of an in-product educational experience to help users better understand and use their pre-tax benefits ahead of year-end expiration. The goal was to reduce support tickets, ease the burden on Forma's support team, and improve overall user satisfaction. I was the sole designer on this project, working closely with one PM, one engineer, and a UX writer.

I led the design of an in-product educational experience to help users better understand and use their pre-tax benefits ahead of year-end expiration. The goal was to reduce support tickets, ease the burden on Forma's support team, and improve overall user satisfaction. I was the sole designer on this project, working closely with one PM, one engineer, and a UX writer.

I led the design of an in-product educational experience to help users better understand and use their pre-tax benefits ahead of year-end expiration. The goal was to reduce support tickets, ease the burden on Forma's support team, and improve overall user satisfaction. I was the sole designer on this project, working closely with one PM, one engineer, and a UX writer.

A little bit of background

A little bit of background

Context

Forma provides pre-tax benefits to over 90 companies and 65,000 employees. Programs like FSA, LPFSA, DCFSA, HSA, and commuter benefits often follow complex rules and timelines that vary by employer.

Forma provides pre-tax benefits to over 90 companies and 65,000 employees. Programs like FSA, LPFSA, DCFSA, HSA, and commuter benefits often follow complex rules and timelines that vary by employer.

Forma provides pre-tax benefits to over 90 companies and 65,000 employees. Programs like FSA, LPFSA, DCFSA, HSA, and commuter benefits often follow complex rules and timelines that vary by employer.

The problem

👤 For user: At year-end, many users were unsure how to manage their remaining pre-tax funds. Some of them missed important deadlines and lost unused funds, which led to frustration and a lack of trust in the experience.

👤 For user: At year-end, many users were unsure how to manage their remaining pre-tax funds. Some of them missed important deadlines and lost unused funds, which led to frustration and a lack of trust in the experience.

👤 For user: At year-end, many users were unsure how to manage their remaining pre-tax funds. Some of them missed important deadlines and lost unused funds, which led to frustration and a lack of trust in the experience.

💬 For Forma: Internally, this confusion caused a spike in support tickets. Each benefit followed different rules and timelines, often customized by employers. This made quick resolution hard and added to the support team’s workload.

💬 For Forma: Internally, this confusion caused a spike in support tickets. Each benefit followed different rules and timelines, often customized by employers. This made quick resolution hard and added to the support team’s workload.

💬 For Forma: Internally, this confusion caused a spike in support tickets. Each benefit followed different rules and timelines, often customized by employers. This made quick resolution hard and added to the support team’s workload.

Timeline

In Q3 2023, I identified this recurring issue and proposed a proactive solution. I began with user research and internal ticket audits to uncover common pain points, and actively advocated for prioritizing the work.

In Q4, I partnered with a PM, a content writer and an engineers to form a small cross-functional team. Together, we designed and shipped the new experience in just a months.

In Q3 2023, I identified this recurring issue and proposed a proactive solution. I began with user research and internal ticket audits to uncover common pain points, and actively advocated for prioritizing the work.


In Q4, I partnered with a PM, a content writer and an engineers to form a small cross-functional team. Together, we designed and shipped the new experience in just a months.

In Q3 2023, I identified this recurring issue and proposed a proactive solution. I began with user research and internal ticket audits to uncover common pain points, and actively advocated for prioritizing the work.

In Q4, I partnered with a PM, a content writer and an engineer to form a small cross-functional team. Together, we designed and shipped the new experience in just a months.

In Q3 2023, I identified this recurring issue and proposed a proactive solution. I began with user research and internal ticket audits to uncover common pain points, and actively advocated for prioritizing the work.

In Q4, I partnered with a PM and two engineers to form a small cross-functional team. Together, we designed and shipped the new experience in just a months.

Impact overview

80%

Reduced pre-tax year-end related support tickets by 80%, significantly lowering workload for our support team.

Super Helpful

Received enthusiastic feedback from our clients, many describing the experience as “super helpful” and “love this.”

Reduced pre-tax year-end related support tickets by 80%, significantly lowering workload for our support team.

Received enthusiastic feedback from our clients, many describing the experience as “super helpful” and “love this.”

So, how did we get there? By starting where the confusion was loudest — support tickets! 

So, how did we get there? By starting where the confusion was loudest — support tickets! 

Part 1: Discovery

What keeps showing up in support tickets?

What keeps showing up in support tickets?

To identify where users were struggling most, I audited a sample of high-volume Zendesk tickets from the previous year-end.

To identify where users were struggling most, I audited a sample of high-volume Zendesk tickets from the previous year-end.

To identify where users were struggling most, I audited a sample of high-volume Zendesk tickets from the previous year-end.

The majority of pre-tax related questions fell into four main categories:

The majority of pre-tax related questions fell into four main categories:

The majority of pre-tax related questions fell into four main categories:

1. Deadline

12% of users often didn’t understand when their funds would expire or which dates applied to them. Even though we listed grace period and runout dates on each benefit page, many still chose to reach out to support directly.

12% of users often didn’t understand when their funds would expire or which dates applied to them. Even though we listed grace period and runout dates on each benefit page, many still chose to reach out to support directly.

12% of users often didn’t understand when their funds would expire or which dates applied to them. Even though we listed grace period and runout dates on each benefit page, many still chose to reach out to support directly.

2. Eligibility

Roughly 50% of all pre-tax support tickets were related to eligibility. As year-end approached and users grew anxious about losing their funds, many turned to support to confirm whether certain expenses were eligible.

Roughly 50% of all pre-tax support tickets were related to eligibility. As year-end approached and users grew anxious about losing their funds, many turned to support to confirm whether certain expenses were eligible.

Roughly 50% of all pre-tax support tickets were related to eligibility. As year-end approached and users grew anxious about losing their funds, many turned to support to confirm whether certain expenses were eligible.

3. Actions

16% of users were unsure if they needed to file claims in order to spend their funds. Even though this information existed, they still looked for clearer guidance on how to take the right actions before the deadline.

16% of users were unsure if they needed to file claims in order to spend their funds. Even though this information existed, they still looked for clearer guidance on how to take the right actions before the deadline.

16% of users were unsure if they needed to file claims in order to spend their funds. Even though this information existed, they still looked for clearer guidance on how to take the right actions before the deadline.

4. Funds

9% of users were surprised when their balances suddenly disappeared. Many didn’t realize that funds reset every year or weren’t sure whether carryover rules applied to their specific plan.

9% of users were surprised when their balances suddenly disappeared. Many didn’t realize that funds reset every year or weren’t sure whether carryover rules applied to their specific plan.

9% of users were surprised when their balances suddenly disappeared. Many didn’t realize that funds reset every year or weren’t sure whether carryover rules applied to their specific plan.

🤔 Why were so many users still confused, even when the information was already listed on the portal?

🤔 Why were so many users still confused, even when the information was already listed on the portal?

Understanding what users were struggling with led me to another question: Why were so many users still confused, even when the information was already listed on the portal? We had deadlines with tooltips listed in clear places on each benefit page, yet users often chose to ask the chatbot or skipped over the details entirely.

To figure out what was missing, I reviewed our existing benefit pages and used Smartlook to observe how users were navigating them. I wanted to see how they behaved in the real flow, not just what we thought they should see.

Understanding what users were struggling with led me to another question: Why were so many users still confused, even when the information was already listed on the portal? We had deadlines with tooltips listed in clear places on each benefit page, yet users often chose to ask the chatbot or skipped over the details entirely.

To figure out what was missing, I reviewed our existing benefit pages and used Smartlook to observe how users were navigating them. I wanted to see how they behaved in the real flow, not just what we thought they should see.

Understanding what users were struggling with led me to another question: Why were so many users still confused, even when the information was already listed on the portal? We had deadlines with tooltips listed in clear places on each benefit page, yet users often chose to ask the chatbot or skipped over the details entirely.

To figure out what was missing, I reviewed our existing benefit pages and used Smartlook to observe how users were navigating them. I wanted to see how they behaved in the real flow, not just what we thought they should see.

Back in Q1 2023, I partnered with our UX writer Chris Consroe on a copy rewrite to help users understand terms like grace period, runout period, and carryover. We aimed to explain each concept in plain language and clarify how they were related.

From Smartlook observations, I noticed that while some users hovered over tooltips, most continued scrolling without interacting, and then opened the chatbot directly. Others searched for information on the homepage or file claim page, rather than the benefit page itself where most of the education lived. Unfortunately, the homepage didn’t offer much context about pre-tax rules at the time.

Back in Q1 2023, I partnered with our UX writer Chris Consroe on a copy rewrite to help users understand terms like grace period, runout period, and carryover. We aimed to explain each concept in plain language and clarify how they were related.

From Smartlook observations, I noticed that while some users hovered over tooltips, most continued scrolling without interacting, and then opened the chatbot directly. Others searched for information on the homepage or file claim page, rather than the benefit page itself where most of the education lived. Unfortunately, the homepage didn’t offer much context about pre-tax rules at the time.

Back in Q1 2023, I partnered with our UX writer Chris Consroe on a copy rewrite to help users understand terms like grace period, runout period, and carryover. We aimed to explain each concept in plain language and clarify how they were related.

From Smartlook observations, I noticed that while some users hovered over tooltips, most continued scrolling without interacting, and then opened the chatbot directly. Others searched for information on the homepage or file claim page, rather than the benefit page itself where most of the education lived. Unfortunately, the homepage didn’t offer much context about pre-tax rules at the time.

Mapping the year-end experience

To get a clearer picture of where users were getting stuck, I created a year-end journey map focused on general users with at least one type of FSA. I mapped key actions, support touchpoints, and common pain points across the four critical stages: Awareness, Discovery, Spending, and Enrollment.

This helped highlight where support volume spiked, which issues were most time-sensitive, and what opportunities we had to surface help at the right moment.

Understanding what users were struggling with led me to another question: Why were so many users still confused, even when the information was already listed on the portal? We had deadlines with tooltips listed in clear places on each benefit page, yet users often chose to ask the chatbot or skipped over the details entirely.

To figure out what was missing, I reviewed our existing benefit pages and used Smartlook to observe how users were navigating them. I wanted to see how they behaved in the real flow, not just what we thought they should see.

Understanding what users were struggling with led me to another question: Why were so many users still confused, even when the information was already listed on the portal? We had deadlines with tooltips listed in clear places on each benefit page, yet users often chose to ask the chatbot or skipped over the details entirely.

To figure out what was missing, I reviewed our existing benefit pages and used Smartlook to observe how users were navigating them. I wanted to see how they behaved in the real flow, not just what we thought they should see.

🎯 Key takeaways from the journey map:

🎯 Key takeaways from the journey map:

🎯 Key takeaways from the journey map:

• Missed deadlines were tied to confusing timing and lack of timely reminders

• Users didn’t know where to go to find help and relied on chat instead

• Educational opportunities were scattered and surfaced too late

• Comms were often generic, not tailored to benefit type or timing

• Missed deadlines were tied to confusing timing and lack of timely reminders

• Users didn’t know where to go to find help and relied on chat instead

• Educational opportunities were scattered and surfaced too late

• Comms were often generic, not tailored to benefit type or timing

• Missed deadlines were tied to confusing timing and lack of timely reminders

• Users didn’t know where to go to find help and relied on chat instead

• Educational opportunities were scattered and surfaced too late

• Comms were often generic, not tailored to benefit type or timing

Part 2: Design

What I designed, based on what I learned

Based on what I learned from the user journey, Smartlook and Zendesk tickets, I knew we didn’t just need better explanations, we needed to deliver the right guidance in the right moment.

Understanding what users were struggling with led me to another question: Why were so many users still confused, even when the information was already listed on the portal? We had deadlines with tooltips listed in clear places on each benefit page, yet users often chose to ask the chatbot or skipped over the details entirely.

To figure out what was missing, I reviewed our existing benefit pages and used Smartlook to observe how users were navigating them. I wanted to see how they behaved in the real flow, not just what we thought they should see.

Understanding what users were struggling with led me to another question: Why were so many users still confused, even when the information was already listed on the portal? We had deadlines with tooltips listed in clear places on each benefit page, yet users often chose to ask the chatbot or skipped over the details entirely.

To figure out what was missing, I reviewed our existing benefit pages and used Smartlook to observe how users were navigating them. I wanted to see how they behaved in the real flow, not just what we thought they should see.

✖︎ Finding 1: Users searched in the wrong places

✖︎ Finding 1: Users searched in the wrong places

✖︎ Finding 1: Users searched in the wrong places

Even though key information was listed on the Benefit page, users often ignored it and looked for answers on the homepage or claim filing page instead.

✦ What I did: First, I surfaced key messages earlier in the journey.

✦ What I did: First, I surfaced key messages earlier in the journey.

✦ What I did: First, I surfaced key messages earlier in the journey.

I placed banners and callouts on high-traffic surfaces like the homepage, claim page, benefit listings, and benefit homepage. Visual illustrations were added to draw attention.

✦ What I did: Second, I centralized information in a single place.

✦ What I did: Second, I centralized information in a single place.

✦ What I did: Second, I centralized information in a single place.

I created a one-pager that answered all key questions. Each banner led users to that page, making education more consistent and accessible.

✖︎ Finding 2: Tooltips weren’t working

✖︎ Finding 2: Tooltips weren’t working

✖︎ Finding 2: Tooltips weren’t working

Smartlook showed that users often ignored tooltips. Explanations were either too subtle or buried too deep in the flow.

✦ What I did: First, I spoke the users’ language.

✦ What I did: First, I spoke the users’ language.

✦ What I did: First, I spoke the users’ language.

Instead of using technical terms, I wrote banners using user-first language like “You could lose money if you don’t spend” and "Use it or lose it." Replaced technical terms with intuitive phrases like “How much money will expire?”

✦ What I did: Second, I made explanations more visual. 

✦ What I did: Second, I made explanations more visual. 

✦ What I did: Second, I made explanations more visual. 

I used icons, clean layouts, and simple illustrations to highlight the most important content and make it clear what users need to understand and act on.

✖︎ Finding 3: Pre-tax education is seasonal

✖︎ Finding 3: Pre-tax education is seasonal

✖︎ Finding 3: Pre-tax education is seasonal

User confusion peaked around year-end, showing that education needs to follow seasonal timing.

✦ What I did: We introduced just-in-time guidance

✦ What I did: We introduced just-in-time guidance

✦ What I did: We introduced just-in-time guidance

I made the experience time-sensitive. I created a separate banner for the runout period. We started displaying banners 60 days before each key deadline. Once the grace period deadline passed, the runout banner would appear. We also added tasks to each user’s task center, along with a notification reminder to prompt timely action.

We also updated the one-pager after the grace period ended, removing outdated information and keeping only what was still useful. This helped reduce confusion during the runout period and made the guidance feel more relevant.

Turning complex rules into reusable systems

The Challenge

To make sure every user saw the right information, we needed to account for employer-level customizations. Each company had different grace period and runout dates, and different carryover rules.

To make sure every user saw the right information, we needed to account for employer-level customizations. Each company had different grace period and runout dates, and different carryover rules.

To make sure every user saw the right information, we needed to account for employer-level customizations. Each company had different grace period and runout dates, and different carryover rules.

What I did

I spent two days auditing our customer settings data to map out all the possible combinations. From there, I listed exactly what should be shown in each scenario, which served as a reference spec for engineering and ensured a smooth implementation.

The impact

This logic now powers an automated system that adapts to each employer’s unique rules — from grace periods to carryover limits. With over 90 companies and 65,000 employee accounts on Forma’s platform, this foundation enables us to deliver timely, personalized guidance at scale, year after year.

Next steps

1. Add email reminders

Some users don’t check the platform often, so we’re planning to add email nudges ahead of deadlines. This will help reinforce time-sensitive information outside the product and increase awareness.

Some users don’t check the platform often, so we’re planning to add email nudges ahead of deadlines. This will help reinforce time-sensitive information outside the product and increase awareness.

Some users don’t check the platform often, so we’re planning to add email nudges ahead of deadlines. This will help reinforce time-sensitive information outside the product and increase awareness.

2. Simplify action through automation

We’re exploring visual and behavioral patterns like checklists, smart suggestions, and calendar-style reminders. These formats help simplify complex rules, making it easier for users to know what to do without needing to dig through documentation.

3. Simplify action through automation

We’re also looking beyond education to reduce friction in action. One opportunity is to make reimbursement easier and faster by exploring features like automatic receipt scanning and real-time adjudication. The goal is to help users file claims with fewer steps and more confidence.

Thanks for watching 🩵

Thanks for watching 🩵

Thanks for watching 🩵

Explore more projects

Feel free to reach out if you’d like to chat more about the work or explore new opportunities together.

LinkedIn

Resume

Email

Explore more projects

Feel free to reach out if you’d like to chat more about the work or explore new opportunities together.

LinkedIn

Resume

Email

Explore more projects

Feel free to reach out if you’d like to chat more about the work or explore new opportunities together.

LinkedIn

Resume

Email

Explore more projects

Feel free to reach out if you’d like to chat more about the work or explore new opportunities together.

LinkedIn

Resume

Email

Create a free website with Framer, the website builder loved by startups, designers and agencies.