FINANCIAL SERVICES

Insurance Claims

Reimagined

PRODUCT STRATEGY

USER RESEARCH

EXPERIENCE DESIGN

FINANCIAL SERVICES

Insurance Claims

Reimagined

PRODUCT STRATEGY

USER RESEARCH

EXPERIENCE DESIGN

DURATION

4 WEEKS

MY ROLE

LEAD DESIGN STRATEGIST

DELIVERABLES

USER WORKFLOWS

DESIGN GUIDELINES

HIGH-FIDELITY MOCKUPS

DURATION

4 WEEKS

MY ROLE

LEAD DESIGN STRATEGIST

DELIVERABLES

USER WORKFLOWS

DESIGN GUIDELINES

HIGH-FIDELITY MOCKUPS

DURATION

4 WEEKS

MY ROLE

LEAD DESIGN STRATEGIST

DELIVERABLES

USER WORKFLOWS

DESIGN GUIDELINES

HIGH-FIDELITY MOCKUPS

Project Overview

In 2015, I worked with a major insurance provider to envision a new mobile auto-claims experience. My goal was to identify the drivers of customer satisfaction during claim submission and translate those insights into concept designs and a product roadmap. The challenge was significant: a tight deadline, low confidence in research, and no direct access to customers. To move the work forward, I had to find alternative ways to surface user needs and guide the solution.

Project Overview

KEY CONSTRAINTS

Tight Deadlines

The redesign proposal had to be ready for the steering committee within the month

No Access to Users

We could not interview customers or test early concepts directly with them.

No Access to Users

We could not interview customers or test early concepts directly with them.

Skeptical Stakeholders

Previous work left stakeholders wary of overpromising and underdelivering.

Skeptical Stakeholders

Previous work left stakeholders wary of overpromising and underdelivering.

Skeptical Stakeholders

Previous work left stakeholders wary of overpromising and underdelivering.

My Approach

I led the working by aligning stakeholders, defining experience goals, and shaping early concepts. Without direct access to users, I turned to secondary research, heuristic analysis, and service mapping to uncover what was driving dissatisfaction in the claims process. This work helped separate root problems from surface issues, focus the solution on the right opportunities, and create a clear foundation for the recommendations that followed.

My Approach

MY ROLE

Led strategy, research direction, and concept design throughout the project.

ACTIVITY BREAKDOWN

EXPERIENCE DESIGN

50%

USER RESEARCH

30%

PRODUCT STRATEGY

20%

SECONDARY RESEARCH

Understanding Customer Satisfaction

I synthesized industry research to uncover what drives satisfaction in the claims experience. This revealed key pain points and guided feature concepts focused on simplifying the process and improving outcomes.

OUTCOME

Satisfaction drivers translated into problem themes

HEURISTIC EVALUATION

Evaluating the Current Web Experience

I evaluated the current web experience using Jakob Nielsen’s 10 heuristics alongside industry-specific criteria. This established a clear baseline and surfaced key issues across navigation, visual consistency, performance, and accessibility.

OUTCOME

Usability issues to inform design guidelines

SERVICE MAPPING

Identifying the Right Opportunities

I mapped the full claims process across people, procedures, and technology, guided by previously defined experience goals. This holistic view clarified user challenges and helped distinguish which problems the app should solve versus those outside its scope.

OUTCOME

Features and functionality tied to service gaps

SECONDARY RESEARCH

Understanding Customer Satisfaction

OUTCOME

Satisfaction drivers translated into problem themes

HEURISTIC EVALUATION

Evaluating the Current Web Experience

OUTCOME

Usability issues to inform design guidelines

SERVICE MAPPING

Identifying the Right Opportunities

OUTCOME

Features and functionality tied to service gaps

SECONDARY RESEARCH

Understanding Customer Satisfaction

OUTCOME

Satisfaction drivers translated into problem themes

HEURISTIC EVALUATION

Evaluating the Current Web Experience

OUTCOME

Usability issues to inform design guidelines

SERVICE MAPPING

Identifying the Right Opportunities

OUTCOME

Features and functionality tied to service gaps

Design Solution

I turned the research and analysis into a practical design solution for mobile claims submission. The recommendations focused on three areas: a more empathetic user workflow, design principles that prioritized speed, accuracy, and support, and reusable patterns that could scale across the broader claims process. Together, these ideas created a clearer, more efficient experience that better matched user needs in a stressful moment.

Design Solution

KEY DELIVERABLES

JOURNEY MAP

DESIGN GUIDELINES

HIGH-FIDELITY MOCKUPS

KEY DELIVERABLES

JOURNEY MAP

DESIGN GUIDELINES

HIGH-FIDELITY MOCKUPS

JOURNEY MAP

Getting Back to Whole

To understand where the claims handling experience was breaking down, we mapped the end-to-end customer journey across goals, support channels, sentiment, and recurring friction points. The map revealed how moments of uncertainty — from claim setup to documentation, repair decisions, and final settlement — created stress for customers and operational drag for support teams.

THE CLAIMS SUBMISSION PROCESS

CHANNELS

How the experience is delivered and felt

GOAL

What the customer needs to accomplish

FRICTIONS

Questions, concerns, and unmet need

REQUEST IMMEDIATE SUPPORT

Coordinate towing, roadside assistance, or transportation after the accident occurs

SELF SERVICE

AGENT

3RD PARTY

Tow Status Uncertainty

Tow status may be unclear after request submission.

Fragmented Handoffs

Customers may be transferred between vendors and departments.

START THE CLAIM

Notify the insurer and officially begin the claims process after the accident

SELF SERVICE

AGENT

3RD PARTY

Vague Next Steps

Customers may not understand what happens after submission.

Repetitive Intake Questions

Customers may be transferred between vendors and departments.

DOCUMENT THE DAMAGE

Capture and submit photos showing vehicle damage and accident conditions

SELF SERVICE

AGENT

3RD PARTY

Ambiguous Photo Expectations

Customers may not know which photos are sufficient.

Delayed Shop Documentation

Repair documentation often happens later in the process.

CAPTURE ACCIDENT DETAILS

Provide incident details, parties involved, and supporting accident information

SELF SERVICE

AGENT

3RD PARTY

Incomplete Capture Requirements

Forms may require details that customers do not yet have.

Duplicate Information Requests

Agents still need structured information after calls.

SUBMIT PHOTOS/DOCUMENTS

Upload supporting documents required to review and process the insurance claim

SELF SERVICE

AGENT

3RD PARTY

Unclear Submission Status

Customers may not know whether documents were received successfully.

Changing Documentation Requests

Requirements may change after submission.

REVIEW DAMAGE ESTIMATE

Understand repair costs, coverage, and expected out-of-pocket expenses

SELF SERVICE

AGENT

3RD PARTY

Opaque Repair Calculations

Estimate calculations may feel opaquq or unclear

Confusing Coverage Language

Customers may not understand deductibles or exclusions.

CHOOSE A REPAIR SHOP

Select where the vehicle will be repaired and serviced after approval

SELF SERVICE

AGENT

3RD PARTY

Confusing Repair Tradeoffs

Customers may not understand tradeoffs between options.

Perceived Bias

Preferred-shop programs may feel financially motivated.

TRACK CLAIM PROGRESS

Monitor claim status, repair timelines, and communication throughout the process

SELF SERVICE

AGENT

3RD PARTY

Delayed Status Visibility

Status updates may lag behind real-world progress.

Vauge Ownership

Customers may not know who owns the next step.

RECEIVE PAYMENT

Finalize payment, resolve remaining questions, and confirm claim completion

SELF SERVICE

AGENT

3RD PARTY

Ambiguous Final Settlement

Final payment terms and methods may feel unclear

Uncertain Claim Closure

Customers may not know whether the claim is fully resolved.

CHANNELS

How the experience is delivered and felt

GOAL

What the customer needs to accomplish

FRICTIONS

Questions, concerns, and unmet need

REQUEST IMMEDIATE SUPPORT

Coordinate towing, roadside assistance, or transportation after the accident occurs

SELF SERVICE

AGENT

3RD PARTY

Tow Status Uncertainty

Tow status may be unclear after request submission.

Fragmented Handoffs

Customers may be transferred between vendors and departments.

START THE CLAIM

Notify the insurer and officially begin the claims process after the accident

SELF SERVICE

AGENT

3RD PARTY

Vague Next Steps

Customers may not understand what happens after submission.

Repetitive Intake Questions

Customers may be transferred between vendors and departments.

DOCUMENT THE DAMAGE

Capture and submit photos showing vehicle damage and accident conditions

SELF SERVICE

AGENT

3RD PARTY

Ambiguous Photo Expectations

Customers may not know which photos are sufficient.

Delayed Shop Documentation

Repair documentation often happens later in the process.

CAPTURE ACCIDENT DETAILS

Provide incident details, parties involved, and supporting accident information

SELF SERVICE

AGENT

3RD PARTY

Incomplete Capture Requirements

Forms may require details that customers do not yet have.

Duplicate Information Requests

Agents still need structured information after calls.

SUBMIT PHOTOS/DOCUMENTS

Upload supporting documents required to review and process the insurance claim

SELF SERVICE

AGENT

3RD PARTY

Unclear Submission Status

Customers may not know whether documents were received successfully.

Changing Documentation Requests

Requirements may change after submission.

REVIEW DAMAGE ESTIMATE

Understand repair costs, coverage, and expected out-of-pocket expenses

SELF SERVICE

AGENT

3RD PARTY

Opaque Repair Calculations

Estimate calculations may feel opaquq or unclear

Confusing Coverage Language

Customers may not understand deductibles or exclusions.

CHOOSE A REPAIR SHOP

Select where the vehicle will be repaired and serviced after approval

SELF SERVICE

AGENT

3RD PARTY

Confusing Repair Tradeoffs

Customers may not understand tradeoffs between options.

Perceived Bias

Preferred-shop programs may feel financially motivated.

TRACK CLAIM PROGRESS

Monitor claim status, repair timelines, and communication throughout the process

SELF SERVICE

AGENT

3RD PARTY

Delayed Status Visibility

Status updates may lag behind real-world progress.

Vauge Ownership

Customers may not know who owns the next step.

RECEIVE PAYMENT

Finalize payment, resolve remaining questions, and confirm claim completion

SELF SERVICE

AGENT

3RD PARTY

Ambiguous Final Settlement

Final payment terms and methods may feel unclear

Uncertain Claim Closure

Customers may not know whether the claim is fully resolved.

REQUEST IMMEDIATE SUPPORT

Coordinate towing, roadside assistance, or transportation after the accident occurs

SELF SERVICE

AGENT

3RD PARTY

CHANNELS

Tow Status Uncertainty

Tow status may be unclear after request submission.

Fragmented Handoffs

Customers may be transferred between vendors and departments.

FRICTIONS

START THE CLAIM

Notify the insurer and officially begin the claims process after the accident

SELF SERVICE

AGENT

3RD PARTY

CHANNELS

Vague Next Steps

Customers may not understand what happens after submission.

Repetitive Intake Questions

Customers may be transferred between vendors and departments.

FRICTIONS

DOCUMENT THE DAMAGE

Capture and submit photos showing vehicle damage and accident conditions

SELF SERVICE

AGENT

3RD PARTY

CHANNELS

Ambiguous Photo Expectations

Customers may not know which photos are sufficient.

Delayed Shop Documentation

Repair documentation often happens later in the process.

FRICTIONS

CAPTURE ACCIDENT DETAILS

Provide incident details, parties involved, and supporting accident information

SELF SERVICE

AGENT

3RD PARTY

CHANNELS

Incomplete Capture Requirements

Forms may require details that customers do not yet have.

Duplicate Information Requests

Agents still need structured information after calls.

FRICTIONS

SUBMIT PHOTOS/DOCUMENTS

Upload supporting documents required to review and process the insurance claim

SELF SERVICE

AGENT

3RD PARTY

CHANNELS

Unclear Submission Status

Customers may not know whether documents were received successfully.

Changing Documentation Requests

Requirements may change after submission.

FRICTIONS

REVIEW DAMAGE ESTIMATE

Understand repair costs, coverage, and expected out-of-pocket expenses

SELF SERVICE

AGENT

3RD PARTY

CHANNELS

Opaque Repair Calculations

Estimate calculations may feel opaquq or unclear

Confusing Coverage Language

Customers may not understand deductibles or exclusions.

FRICTIONS

CHOOSE A REPAIR SHOP

Select where the vehicle will be repaired and serviced after approval

SELF SERVICE

AGENT

3RD PARTY

CHANNELS

Confusing Repair Tradeoffs

Customers may not understand tradeoffs between options.

Perceived Bias

Preferred-shop programs may feel financially motivated.

FRICTIONS

TRACK CLAIM PROGRESS

Monitor claim status, repair timelines, and communication throughout the process

SELF SERVICE

AGENT

3RD PARTY

CHANNELS

Delayed Status Visibility

Status updates may lag behind real-world progress.

Vauge Ownership

Customers may not know who owns the next step.

FRICTIONS

RECEIVE PAYMENT

Finalize payment, resolve remaining questions, and confirm claim completion

SELF SERVICE

AGENT

3RD PARTY

CHANNELS

Ambiguous Final Settlement

Final payment terms and methods may feel unclear

Uncertain Claim Closure

Customers may not know whether the claim is fully resolved.

FRICTIONS

DESIGN GUIDELINES

Fast, Accurate, and Human

I developed a set of design guidelines that prioritized human needs over back-office efficiency. At the core was a simple principle: the claims process had to be FAST, ACCURATE, and HUMAN. These guidelines shaped an experience that was not only more efficient, but also more empathetic and easier to navigate during a stressful moment, helping reduce frustration and build trust with users seeking support.

I developed a set of design guidelines that prioritized human needs over back-office efficiency. At the core was a simple principle: the claims process had to be FAST, ACCURATE, and HUMAN. These guidelines shaped an experience that was not only more efficient, but also more empathetic and easier to navigate during a stressful moment, helping reduce frustration and build trust with users seeking support.

Streamlined Data Entry

Fewer questions and one-click data entry helped to streamline the process

Streamlined Data Entry

Fewer questions and one-click data entry helped to streamline the process

Fewer Text Fields

Reducing reliance on open text fields and increasing the use of autofills for existing customer data minimized data entry errors.

Fewer Text Fields

Reducing reliance on open text fields and increasing the use of autofills for existing customer data minimized data entry errors.

Human(e) Treatment

Access to real people (when needed) and a more conversational, sympathetic tone ensure user felt supported

HIGH-FIDELITY MOCKUPS

Empathy-Led User Workflow

The existing claims flow reflected internal routing logic, not user needs. I redesigned it to reduce unnecessary questions, replace error-prone text entry with mobile-friendly inputs, and create a faster, more supportive experience for people recovering from an accident.

Visuals have been restyled for confidentiality. Functionality and user experience remain unchanged.

WELCOME

DRIVER

PHOTOS

Lessons Learned

This project reinforced the importance of designing for the moments when users need support most. Customers entering the claims process are often stressed, uncertain, and looking for reassurance, yet the existing experience offered little clarity about what to do next. Despite limited access to users and a compressed timeline, research, service mapping, and stakeholder collaboration revealed the underlying causes of customer frustration. By focusing on clarity, efficiency, and empathy, the team was able to transform a fragmented process into a more supportive experience and establish a stronger foundation for future improvements.