Claims Report made easy

Imagine dealing with a complex insurance claim process where you have to send emails, endure 40-minute calls, or even mail physical letters. This was the reality for Liberty Insurance customers.

The traditional channels were not only time-consuming but also frustrating, leading to constant complaints. To tackle this, Liberty Insurance decided to implement a new digital channel to streamline and enhance the claim report process, aiming to handle 80% of cases digitally.

My mission: Design a user-friendly digital claims reporting system that simplifies the process for customers and reduces operational costs for Liberty Insurance.

‍

We focused on delivering core functionalities to centralize 80% of claim reporting into a web application and improve the Net Promoter Score (NPS) throughout the claim reporting process.

Here is what we wanted to include in the app:

• Simplified interface for filing claims using videos, photos, or voice messages.
• Clear communication channels with status updates on claims.
• Connection with customer support claim management system.

Discovering Pain Points:

• Immersed ourselves in the daily activities of the support team and conducted in-depth interviews with customers. A common feeling was, "Filing a claim felt like sending a message in a bottle—I never knew if anyone would find it."
• Analyzed the competitive landscape to identify opportunities for differentiation.

Envisioning Solutions:

• Generated a range of ideas through brainstorming sessions, from simple interface tweaks to radical redesigns.
• Developed initial sketches and wireframes, iterating based on stakeholder feedback. A key idea was allowing users to submit claims via multimedia formats, which tested very positively in user sessions.

Prototyping and User Feedback:

• Built interactive prototypes using Invision and tested them with a select group of users.
• Made major iterations based on feedback, such as simplifying the claims form and making the language more accessible.

Refining the Design:

• Conducted multiple rounds of usability testing using Maze app to ensure the process was smooth and intuitive.
• Incorporated accessibility features like voice reporting and screen reader compatibility to meet Web Content Accessibility Guidelines (WCAG).

User Trust:

Building user trust was essential for transitioning to the digital channel. We tackled this by:

• Launching a comprehensive communication campaign to inform users about the new digital channel.
• Sending detailed emails about the new system's benefits and security features.
• Providing step-by-step guides to help users navigate the new process.

Accessibility:
‍
We adhered to Web Content Accessibility Guidelines (WCAG) to design an interface that was easy to navigate for users with visual, auditory, or motor impairments. This included features like voice commands and screen reader compatibility.

Data Integration:

One of the significant challenges was integrating two independent internal systems into a single platform. These systems were:

• Claims Processing System (CPS): Managed the lifecycle of insurance claims from submission to resolution.
• Document Management System (DMS): Stored and organized all documents related to claims.

This digital channel significantly improved the claims reporting process for Liberty Insurance, leading to measurable benefits for both the company and its customers.
‍
Here the project outcomes:

Engagement Boost:

• Processed over 60% of total claims through the digital channel, reducing the burden on traditional channels.

Efficiency Gains:

• Connected 2 previously independent internal systems, streamlining the process.
• Reduced the number of support calls and emails by 40%.

Improved Customer Experience:

• Increased NPS score and received positive feedback from both stakeholders and users.
• Encouraged other teams within the company to review and improve their processes.