Project Overview
This project was a collaboration between Service Canada and Algonquin College to enhance operational transparency in the Employment Insurance (EI) application process. As part of Team Maple, I contributed to research, analysis, and designing solutions to improve clarity and trust in EI services.
Service Canada provides essential services to millions of Canadians, with EI being one of its most critical programs. However, applicants often face challenges understanding eligibility requirements, processing timelines, and application statuses, leading to frustration and mistrust.
The Challenge
EI clients cited significant challenges in finding information and applying for benefits, with many shifting from self-service to assisted or in-person support. Our research identified several key pain points:
Unclear Eligibility
Applicants often didn't know if they qualified before starting the complex application process.
Information Overload
Dense text and complex language overwhelmed users, making it difficult to understand requirements.
Lack of Transparency
Applicants felt abandoned after submitting applications with no visibility into processing status.
Inconsistent Support
Different channels (online, phone, in-person) provided conflicting information and support.
Research Question
"What obstacles do current and prospective Employment Insurance beneficiaries in Ontario face while applying for regular benefits, and how might operational transparency improve their experience?"
Research & Discovery
Our team employed a mixed-methods approach to understand the problem space from multiple perspectives:
Literature Review
Analyzed 20+ academic papers on operational transparency, trust in government services, and behavioral science.
Surveys
Collected data from 20 EI applicants about their experiences and challenges with the application process.
Interviews
Conducted 10 in-depth interviews with both applicants and Service Canada subject matter experts.
Field Visits
Visited 4 Service Canada Centers to observe in-person interactions and service delivery processes.
Key Insights
Unclear Processing Timelines
Applicants received no real-time updates or confirmation that progress was being made, leading to repeated manual checks and mistrust.
Eligibility Confusion
Many applicants began the process unsure whether they qualified and proceeded without full clarity, resulting in unnecessary effort and avoidable denials.
Complex Application Language
Application forms were dense and confusing, with users not understanding what was being asked or why, particularly regarding ROE and tax information.
User Personas
Maria Lopez, 32
Marketing Manager | Recently laid off
Background
Maria was recently laid off from her marketing job. She has a university degree and is tech-savvy but finds government websites confusing.
Goals
Quickly understand if she qualifies for EI and navigate the application process efficiently.
Frustrations
Dense legal language, unclear requirements, and no visibility into application status after submission.
"Where do I even begin? Why is all this text so hard to understand?"
Design Process
We followed a human-centered design process, beginning with "How Might We" questions to frame our design challenges:
HMW make users aware of their eligibility before the application process?
Experience Principle: Help People Start With Confidence
HMW notify users so they are more aware of their timeline?
Experience Principle: Make the Invisible Visible
HMW use plain language to minimize confusion throughout the application process?
Experience Principle: Speak Human, Not System
The Solution
We developed a multi-channel approach to enhance operational transparency in the EI application process:
1. Physical Eligibility Checklist Card
A durable, wallet-sized card with a simplified eligibility checklist and QR code to access more detailed information online.
2. Enhanced Digital Eligibility Tool
A mobile-friendly web tool that helps applicants understand eligibility requirements based on their specific situation.
3. Three-Channel Distribution Strategy
Employers
Partnering with HR departments, unions, and professional organizations to distribute cards during layoffs.
Service Canada Centers
Training frontline staff to provide cards when EI is mentioned and at mobile outreach events.
Community Centers
Distributing through libraries, newcomer agencies, food banks, and employment resource centers.
Journey Mapping
We visualized both the current state and future state of the EI application experience:
Current State Journey
| Stage | Actions | Pain Points |
|---|---|---|
| Trigger | Gets laid off, wants to apply for EI | No immediate guidance or starting point |
| Research | Searches Canada.ca, skims long paragraphs | Dense legal language, no visual summaries |
| Eligibility Check | Reads eligibility rules, compares multiple pages | Vague rules about local unemployment rates |
| Application | Starts filling out application without certainty | Unclear what documents are required |
| Outcome | Waits weeks with no updates | No feedback on progress, may face rejection |
Future State Journey
| Stage | Actions | Improvements |
|---|---|---|
| Trigger | Gets laid off, receives checklist card from employer | Clear starting point with immediate guidance |
| Research | Reads checklist: steps, deadlines, documents | Simplified, actionable information |
| Eligibility Check | Uses QR to access eligibility checker tool | Personalized eligibility assessment |
| Application | Applies online with documents ready | Prepared with all requirements |
| Outcome | Gets approved quickly with no back-and-forth | Streamlined process with clear timeline |
Results & Impact
Our proposed solutions were designed to significantly improve the EI application experience:
Increased Clarity
Applicants would understand eligibility requirements before starting the application process, reducing unnecessary applications.
Reduced Anxiety
Clear expectations and visibility into the process would decrease applicant stress and frustration.
Improved Efficiency
More complete applications would reduce processing delays and back-and-forth communication.
Enhanced Trust
Transparent processes would build trust in Service Canada's services and the government as a whole.
Proposed Metrics for Success
EI Eligibility Tool Usage
Number of users who accessed the eligibility checklist or card
User Engagement
Number of repeat visits to the EI eligibility page
Conversion to Application
How many users proceed to the EI application after using the tool
User Feedback
Number of support inquiries after using the tool/card
Reflection & Learnings
This project provided valuable insights into designing for government services and operational transparency:
Complexity of Government Systems
Government services involve complex legacy systems and regulations that must be carefully navigated in design solutions.
Importance of Multi-Channel Approach
Different user segments require different touchpoints—digital solutions alone aren't sufficient for all users.
Value of Operational Transparency
Making processes visible builds trust and improves user experience, even when the news isn't positive.
Power of Simple Interventions
Small, well-designed interventions like a physical checklist card can have an outsized impact on user experience.
This project reinforced my belief in human-centered design approaches for complex service ecosystems and the importance of designing for trust in government services.