Serving up simplicity in a year of change

Rich Products Corporation is a family-owned global food company whose cakes, icings, pizzas, appetizers, and specialty toppings serve homes, restaurants, and bakeries worldwide.  

As a company grounded in supporting families—both customers’ and their own—Rich’s recognized a growing challenge: associates and their families were struggling to access and understand their benefits. Between gated logins, scattered content, and a confusing user experience, even simple tasks like finding plan details or comparing options created friction and overwhelm.  

As Rich’s prepared to move to a self-insured model, the need to make benefits easier to find, understand, and use came sharply into focus.

Understanding the opportunity

Through associate feedback, leader interviews, and analysis of existing communications, it became clear that a simple, accessible hub for all things benefits would have immediate impact and create lasting improvements in how associates and families engage with their benefits.

Together, we set out to create a microsite that would:

• Ensure accessibility for all associates and their families, regardless of role, device, or language.
• Help them explore and understand new benefit options ahead of Open Enrollment.
• Communicate honestly and humanly, building trust through clarity and transparency.
• Equip HR partners with resources to guide conversations with clarity.

Bringing clarity and care together

We led the UX strategy, visual design, and full development of the new Rich’s benefits website, translating a complex benefits shift into a digital experience that felt human, clear, and genuinely useful. Every design decision was grounded in the real challenges associates faced when trying to understand their benefits and in what they told us mattered most to them and their families. The result was an experience shaped by people, not policy jargon or provider priorities.

We focused on intuitive wayfinding and meaningful comparison features:

Navigating confidently

Clear action-oriented navigation paths guided associates from first visit to confident decision-making.

What’s new? | Explore plans | Need help? | Recently hired?

Comparing without overwhelm

Interactive side-by-side plan comparisons simplified choices, removing jargon and guesswork.

Making cost real

Personalized cost-per-paycheck tools generated PDFs for at-home, family-friendly planning.

Supporting real life

Scenario-based examples reflected how people experience healthcare, from pregnancy planning to chronic conditions, showing where to start and what to consider.

Helping find answers

The resource center provided searchable access to 150+ videos, PDFs, and translated documents, supporting associates and HR partners across locations and shifts.  

‍Results that matter

The new Rich’s benefits website quickly became the go-to resource for associates seeking clarity and confidence in their benefits options. Within the first month, more than 3,000 associates, nearly a third of their workforce, had taken time to visit and explore.

Return engagement stayed strong even after Open Enrollment ended. The average session stayed above two minutes, nearly double the typical benchmark for internal benefits sites, while a 30 to 35 percent bounce rate showed purposeful, task-oriented navigation compared to an industry average of 50 percent or higher. The most visited pages—Home, Explore Plans, and the Resource Center—showed that associates weren’t just browsing; they were finding answers and learning more.  

‍This wasn’t just a one-time digital tool. It built a foundation for confident decision-making during a year of meaningful change.  

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