Framing
Business goal
Claims filed on policies is a cost to the insurance carrier. Any additional services to support/process the claims brings down the profit in this business model. The goal here was to launch an online app for personal and small business customers to check the status of their claim within the self-service apps they were already using.
Problem
Identify the questions users would have about their claim. Try to answer them effectively enough, so that the need to call would be reduced.
Challenges
Every claim has different scenario, solution process, payment schedule etc. Our challenge was to come up with a framework that would support 80% of the scenarios and be dynamic for each claim.
Design principles
Build trust with users by having transparency in sharing information.
Comfort users with the use of natural language and avoiding industry acronyms.
Show direct contact information of their claim contacts.
Methodology
Most of the Individual insurance buyers and small business owners do not have much experience dealing with accidents and claims. Since the accident affects their personal property, they are nervous and anxious. Our goal was to reduce this anxiety and establish the confidence that they would be taken care of.
We focused on the key information the users want to know:
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Current status - what is happening with my claim right now
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Actions, next steps - what's next, do I need to do anything
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Payments - when will I get paid and how much
We tried customising a map for the overall claim process. The help content and links to approved resources (repair shops, contractors) is dynamic based on the type, severity, and stage where the claim is in the life cycle.
Journey map for an auto accident
Scenario: Lisa, a multi-tasking mom was driving her son Sam for his tennis practice. At a traffic light a speeder hit her from side. This left Lisa's car in a non-drivable condition. She was fine, her son was injured.
User research
We conducted studies with around 18 users in a moderated in-person mode. We asked them to sort cards representing each piece of content on the page in the order of importance and frequency they would like to check.
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The app aligned with sequence arranged by most of the users. They also appreciated the details and clarity of information. Most of them didn’t feel a need to call if they got these details about their claims.
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Some users didn’t understand verbiage 'Claim services’. This section had information about the approved vendors and repair shops. But when the clicked it made sense to them.
Solution
Home page: Iteration 1
Home page: Latest
Solution highlights:
Quick identification in a moment of distress.
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Claim type icon differentiates the type of claim.
Claim number identifies with other documentation.
Date of loss and address are important to identify past claims.
Current status and a view of claim process provides confidence.
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Documents and reports are handy. Users can relate to the dates and sequence.
Ways to contact insurance company and refer the conversation whenever user wants.
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Written communication can be more descriptive, user has more time to provide details, attach proof, and refer back to the conversation.
Contact information for the claim team gives confidence.
Claim amount is the second most important information users look for (after process and contact).
For property and auto claims usually there are about 1-2 payments for the claim.
Links to all details in this claim.
List of services user can avail.
Appendix:
Journey map for a property accident
The Home Owner
Scenario: One weekend around 7 PM while Glen is enjoying TV with his kids, upstairs toilet overflows. There is a water damage. Moose knows he has home insurance of some kind. He's worried that he can't afford to take time off to handle this over next 2-3 days. He finds the insurance policy details. Tries to find what's covered. Doesn't find it, gives up. He is not registered with the insurance company self-service portal. Glen calls the customer care to find the next steps. On their suggestion he files a claim over phone.