Refreshing Outdated Processes:
ClaimIng it’s Easy!
The goal for this page is to develop a better solution that resolves frustrations with the intake process through the website i.e. collecting claims and supporting documentation from customers. Key stakeholders: customers, claim team members, the revenue team and the business.
The 4 blocks below show the evolution of the claims page from 3 years ago to present day. These are cosmetic changes that were made, while behind the scenes processes were being elevated and changed for efficiency and quality for the customers throughout the COVID-19 pandemic.
Through an internal Customer Experience Council (CEC) meeting, we identified some red flags in the claim's intake process specific the experience of the claims page based on customer reviews and internal process issues.
With feedback from the leaders of the claims, customer service, and operations departments, while using the CEC's feedback I developed a user flow (scroll to bottom to view) to depict the ideal way the business would prefer to collect claims from our site (pre-purchase path redesign project). Simultaneously, the business was working with an external UX agency to develop a new purchase path (front-end) process, which will affect the UI and some UX solutions in the suggested user flow below for the new claims experience (back-end) process.
Important to note: The happy path user flow highly encourages the customer to create an account with the travel insurance company (or continue as a guest), same as the expected experience you’d have with any car insurance company or e-commerce site. Perks of having an account with the company are easier documentation tracking (all in one place) and a historical reference i.e. "paper trail of transactions.
Claims PAge 1.0
This page is accessible from the main navigation under Customer Service dropdown.
The customer does not need to be logged in or create an account to submit a claim.
This version asked the customer/user what plan they had purchased to get started on their claim. This put the responsibility on the customer to remember the name of the product they purchased from this travel insurance company.
Tips about what to do ‘before you start the claim submission process’ was listed under where the customer/user would start the process; lost in the hierarchy and people didn’t read caused a lot of frustration for customers when being asked to submit supporting documentation they didn’t realize was needed or had submitted but it wasn’t connected to their certificate ID # in the CRM.
Disclaimer: I did not design this page, using it for comparison with my designs.
Claims Page 2.0
Not much of a design change from the published version claims page 1.0 above.
The claims team updated their processes and improved reimbursement time so we coined the new process Claims Your Way and introduced it during the COVID-19 pandemic as a means to educate our customers on our process for claims submissions. We learned (through reviews) customers don’t read and this was likely not the best method of communication!
Adding this introductory educational information muddied up the page and made the end user scroll even further to reach their goal of starting to submit a claim.
Disclaimer: I did not design this page, using it for comparison with my designs.
Claims PAge 3.0
This page is still accessible from the main navigation under Customer Service dropdown.
The customer still does not need to be logged in or create an account to submit a claim.
Boosted the size of the apologetic message and bumped Claims Your Way highlights lower on the page.
The biggest changes I made were:
1. Created a clearer call-to-action/goals for the customer and cleaned up the hierarchy to help the customer Get Started without immediately calling the company for assistance (which was happening quite a bit throughout COVID-19 pandemic as more and more trips were cancelled or post-poned).
2. Next to What plan do you have?, I added in a hoverable information icon which nicely emphasizes but conceals the tip about ‘before you start the claims submission process'.
3. The animation below Get Started, I storyboarded and handed off to an external animation studio to develop, which explains in about a minute what to expect when filing a claim with this company — it’s geared toward those customers who’d prefer to watch a video than skim or read.
Claims PAge 4.0
This page is still accessible from the main navigation under Customer Service dropdown.
The customer still does not need to be logged in or create an account to submit a claim.
The changes I made were:
1. Removing distracting content to hone in on the goal of the page which is filing a claim.
2. Put more emphasis on myriad of ways a customer could contact the team.
3. Called more attention to claim status card by updating it's title.