Simplifying Insurance Claims:

A Mobile-First Redesign

Project Overview

In 2022, LOOP rebranded, and I led a project to improve the claims process within the mobile app. We found that customers were frustrated with the unclear steps involved in filing a claim. To address this, I worked with various teams to create a user-friendly digital claims submission tool. This new tool aims to simplify the claims process and enhance customer satisfaction.

My Contributions

  • Collaborated with the Head of Insurance to optimize the information architecture of the claims submission journey, improving user understanding and reducing cognitive load.

  • Implemented AI technology to create personalized experiences for each user, leading to faster resolutions for both the company and customers.

Customer Flow Discovery

To improve the claims process, I first mapped out the current steps. After talking to insurance and customer service leaders, we learned that the goal was to collect all necessary information from customers through the app. However, the long and complex questions were frustrating for users.

I realized that our third-party claims adjusters often follow up with phone calls to gather more information. So, I focused on keeping the app questions concise and relevant. After several discussions with the insurance team, we were able to reduce the number of questions from 30 to 20, making the process more efficient for both users and the business.

Brainstorming

To get feedback, I created basic sketches of the design and shared them with stakeholders. Based on their input and research on industry trends, I developed two design styles that fit our brand. We aimed to keep the new design consistent with our existing quote flow for a seamless user experience. By reusing existing components, we saved time and resources for both the design and engineering teams.

Data Backed Designs

Collaborating with the data team, design analyzed the relevant data and found that most claims involve one driver and one vehicle, with collision and property damage being the most common types. To simplify the process, we reduced the number of questions about injuries from 11 to just 3. This streamlined the process without compromising the necessary information.

Addressing User Fatigue

To address the feedback that the flow was too long, we implemented three key improvements:

Conditional Questions: Categorizing questions as "required" or "optional." Required questions must be answered before proceeding, while optional questions have a "Skip" or "I don't know" option.

Segmented Flow: We divided the flow into sections with introductory screens. This helps users stay focused and motivated as they progress through the process.

Progress Bar: A visible progress bar shows users how far they've come and how much is left, providing a sense of completion.

Ready for Production

Despite my advocacy for user testing in this project, we didn't conduct formal user testing, we gathered feedback from stakeholders, engineers, and competitors. After the launch, customer service reported that the new experience was easier to use. The business saw an increase in detailed customer information submitted digitally, which helped claims adjusters process claims faster. Additionally, more claims were reported directly on the app, leading to more accurate reporting and an increase in mobile app engagment.

Claims Project Impact

  • ⌛️ Minimized window of time from filing to resolution by collecting information upfront.

  • 😃 Condensed the claims app experience resulting in a quicker file time for customers.

  • ✔️ Enhanced claims accuracy by maximizing onsite reporting opportunities.