Role
Product Designer — led the redesign
Filing a claim happens on someone's worst day. As Loop rebranded in 2022, I led a redesign of the claims process inside the app — turning a long, unclear form into a focused, step-by-step journey that was easier to finish.
Customers were frustrated by unclear steps and a long list of questions just to file a claim.
It's the moment people need their insurance most, and the process was working against them. As part of Loop's 2022 rebrand, I led a project to replace it with a digital claims submission tool that was simpler to move through and less draining to complete.
I owned the information architecture of the submission journey end to end. Partnering closely with the Head of Insurance, I worked to cut the cognitive load of the flow, and used personalization so the experience adapted to the customer rather than asking everyone the same long set of questions.
I started by mapping the existing steps and talking with insurance and customer-service leaders. Everyone agreed on the goal — collect everything a claim needs through the app — but the questions were long and complex, and users were dropping off.
The insight came from how claims actually get handled: third-party adjusters already follow up by phone to gather detail. The app didn't have to ask for all of it. I focused the questions down to only what was concise and relevant, and after working it through with the insurance team, cut the set from 30 to 20.
I sketched directions early and shared them with stakeholders. From their feedback and industry research, I developed two design styles that fit the new brand — and kept the flow consistent with Loop's existing quote experience. Reusing established components made it feel seamless for users and saved time for both design and engineering.
I grounded the decisions in real numbers. Working with the data team, I looked at what kinds of claims actually came in — most clustered around a handful of types — so the most common paths got the clearest, fastest routes through the flow.
▸ Drop in your key screens — the claim intro and process overview
Even shorter, the flow still felt long to early testers. So I made three changes aimed at how the process feels to move through:
▸ Drop in your screens — optional vs. required, and the segmented intro with the progress bar
This round, we validated through stakeholder, engineering, and competitor feedback rather than formal user testing. After launch, customer service reported the new experience was noticeably easier to use — and more customers filed directly in the app, which meant more detailed information submitted digitally, faster processing for adjusters, and higher mobile engagement.
Collecting the right information upfront shortened the window from filing to resolution.
A condensed experience meant a noticeably quicker file time for customers.
Maximizing in-app, onsite reporting improved the accuracy of the claims coming in.
The win was discipline: cutting the flow down to only what a claim genuinely needs.
That came from looking at how the work actually happened — adjusters on the phone — rather than assuming the app had to carry everything. It's the same instinct I bring to every project: shape the structure around the real process first.
What I'd change: I advocated for formal user testing on this project and we didn't get to it before launch. Next time I'd build that in earlier, so the design is validated with real customers in the moment of a claim — not just with the teams around it.