Challenge

Benefits decisions are confusing, high-stakes, and easy to disengage from. ALEX needed to guide millions of employees across wildly different companies, plans, and life situations through complex financial and healthcare choices, without feeling like a form, a wall of text, or a generic FAQ.

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Approach

I designed and produced interactive moments within Jellyvision's proprietary conversation engine, arranging audio, text, art, and motion so each exchange felt like a natural, well-paced conversation instead of a static tool. I also helped manage the underlying conditional logic so each user's path adapted to their own answers, delivering a personalized experience at real scale, not just a branching quiz.

I worked cross-functionally with product owners, creative directors, sound designers, and engineers to plan and ship new features and creative updates, coordinating directly with engineering on data integration and with QA on bug review. As part of the Media Production review team, I also audited client customizations during open enrollment to protect quality across every deployment.

One representative project: in 2019, I helped re-script and redesign the Tax Savings module, which explains HSA/FSA basics and calculates contribution recommendations, partnering with the creative team on the art concept from the ground up, with the goal of raising employee HSA/FSA participation.

I also worked across major technical evolutions of the product, including a responsive mobile redesign and the transition to a fully HTML5/Canvas web app.

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Impact

My work contributed to a platform that today reaches 18M+ employees across 1,500+ companies, including 114 Fortune 500 organizations, making it one of the highest-scale interactive products in the benefits space. On the Tax Savings module, the redesign was built around a clear goal: make the HSA/FSA math, and the stakes, clear at a glance, to help drive stronger enrollment participation.

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