This wasn't just another complaint. It was a call for change that echoed through thousands of customer feedback entries.
Key Discoveries
Analysis of 1,500+ survey entries revealed that 31% of customers struggled with unclear claim denial reasons, creating a significant trust deficit.
18.2% of customers faced issues with repair services, from no-shows to limited scheduling options, highlighting a broken last-mile experience.
14.2% of users reported struggling with customer service accessibility, while another 14% found the claim filing process overly complex.
Our Journey
We embarked on an ambitious mission: transform the insurance claim filing experience using AI. But this wasn't just about adding a chatbot—it was about rebuilding trust through technology.
Phase 1: Understanding the Human Side (4 weeks)
Deep Diving into Data
- Analyzed 1,500+ customer survey responses using thematic analysis
- Identified seven major pain points, with unclear denial reasons being the top concern (31%)
- Mapped the emotional journey of customers through the claims process
The Critical Insight
We discovered that customers weren't just frustrated with delays—they felt lost and unheard. The problem wasn't just technical; it was emotional.
Phase 2: From Lo-Fi to Hi-Fi Prototyping (6 weeks)
Building the Foundation
- Created an information architecture focusing on three key paths: File a Claim, Track Claim, and Check Policy
- Developed a self-diagnosis system to empower users with clear, actionable information
- Integrated AI-powered suggestions based on previous successful claims
The First Test
We conducted usability tests with 13 diverse insurance holders, focusing on real-world scenarios:
- Fridge leakage claim
- Lost phone scenario
- Phone screen damage
The Pivot: From Complex to Conversational (5 weeks)
Key Learnings & Solutions
- Simplification: Replaced free-form text inputs with AI-guided choices, reducing error rates and user anxiety
- Real-time Editing: Added message-level edit capabilities instead of complex undo functions
- Accessibility: Introduced customizable interface options for font size, language, and theme
The Final Prototype
Our high-fidelity Figma prototype (view prototype) demonstrates:
- Complete AI-driven claim filing flow with intuitive chat interface
- Contextual help and real-time guidance throughout the process
- Seamless integration of policy checking and claim tracking
- Customizable interface with accessibility options
Impact & Future
Our redesign achieved:
- SUS score of 80.6 ("Excellent"), indicating strong user satisfaction
- Projected online claim filing increase to 90%+ (up from 70% in 2022)
- Significant cost reduction potential through reduced call center load
Looking Forward
Future enhancements will focus on:
- Provider matching optimization for on-site services
- Enhanced progress visualization for pending claims
- Expanded accessibility features for diverse user needs