ALEX Home

Jellyvision wanted to move beyond standalone decision support for employer benefits to become an actual, all-encompassing benefits administrator...and to do this, we needed to build both an employee and admin user experience that was a cut above competitors.

There were a few known targets: an admin dashboard that would allow small-to-midsize HR teams to manage their benefits details and configurations, an employee benefits hub that would allow people to find benefits details, and a rich benefits enrollment experience that would offer unique decision support to employees during a high-stress selection process.

Oh, and it needed to include a strong AI featureset to stay competitive in a rapidly evolving tech landscape. And it needed a native mobile app. And it needed to be out to market in under a year. How could we rally not just our delivery teams, but our entire company around this massive pivot and get a huge new product with lots of nooks and crannies out the door with both speed and quality?

We built ALEX Home, an all-in-one benefits hub that evolves our core ALEX decision support product from a faux interactive conversation experience to an actually-intelligent AI helper who can search your benefits documents, answer common HR questions, and help make sure you're making the most out of the benefits your employer offers.

I broke our team into a few discrete strikeforces to tackle this challenge: our small-but-mighty team of product designers joined the trenches first, joining me in ideation conversations with executive leadership to understand the internal vision, then running all sorts of user/customer interviews and competitor analysis to understand the pain points we'd need to solve and the bar for quality we'd need to exceed.

Alongside them, I set our content design contingent (UX writers, artists, multimedia designers, and interaction designers) on a journey back to first principles on decision support content to imagine how we build our creative differently if we were starting from scratch today. Our existing decision support product is great, but is an optional, voice-hosted, on-the-rails interactive experience that wasn't going to work as well in the required world of annual enrollments. We leaned in to this moment of change to embark on a full brand/creative refresh...I hired a new artist with a more tactile, handmade visual style, I absorbed designers from our marketing team to better align our external brand with our product brand, and we created an updated content design system to help our teams build.

I've been both a player and coach in this process, intaking requirements from product and conducting traffic on incoming work, but also keeping hands on every flow via regular weekly crits and 1-on-1s and helping designers embrace tools like Figma Make to turn static frames into interactive prototypes that help tell the story of their vision to execs and beyond.

We're officially launching in July 2026, but early adopter interest has been strong and we're just getting actual users onboarded to the platform so we can begin the long journey of continuous improvement. As with any new product of this size, the beginning is truly only the beginning.