Improving customer experience and reducing manual effort with structured guidance in online claims

Year: 2022 - 2024

Briefing

• A new online claim form should be designed because of a new backend system. The claim form should improve the data quality and enable end-to-end automation.
• Preliminary studies have shown that the online customer experience is highly frustrating and that most of online interactions end in a manually created claim report over the phone.
• Claims reported online lead to internal frustration and increased costs. The current situation and processes are costly and are neither designed to suit the people affected nor customer service employees.

Therefore, customers should be able to file a claim (the first notice of loss) simple and fast. Customer service should spend less time on filing claims, calling customers and collecting missing data. The focus was on a specific use case to then scale it further and include more insurance products and claim types.

Impact

• Usage: increased number of filed claims by 30% within the year
• Efficiency: ratio online claims vs. filed with customer service increased to above 20% after go-live, especially during peak periods, indicating a noticeable reduction in customer service workload
• Customer Satisfaction Score: The new online claims form achieved a CSAT of 4.5 / 5 since go-live, confirming a positive response

Several errors in the GA configuration made it impossible to track a reliable conversion rate

Tasks

Discovery & Problem Definition

• conducted competitor research to identify customer needs and behaviour; also conducted business analysis to define business requirements
• prioritised customer feedback, analysed CSAT and data from customer service

User Flow & Design

• designed user flow and tested wireframes to test user interaction and whether structured data collection is fulfilled
• created UI design, navigation in alignment with engineers and business stakeholders (customer service and integration team of new backend system)

Wireframing

Exploration with different start (v1) following mental model (v2) efficient for logged-in users entering from portal. Decision for v2 supporting end-to-end automation and portal users.

MVP & Implementation

Iterative design process with usability testings, refining design in close collaboration with product team and key stakeholders. Implementation done in close collaboration with software developers.

Navigation: test users overlooked side navigation (iteration 2) during usability testing. Progress bar in addition with progress overview between every section worked for mobile and desktop.

Before: ClaimChat has a static flow, collecting unstructured data.
After: Structured data collection of filed claim and streamlined entry points.

Tools

Figma, Miro, Hotjar, Google Analytics, Splunk

Clear and efficient navigation in accessing digital documents

Year: 2023 - 2024

Briefing

Customers struggling in accessing digital documents and locating recent documents in the inbox in myBaloise resulting in dissatisfied feedback and increased efforts in customer service. In addition, outdated technology of document management bears the risk that digital document cannot be sent anymore (e.g. invoices).

Impact

• Adoption and funnel shift: The new document overview and review became the main touchpoint within the first month. Usage of the inbox dropped by 32 %, while the new features accounted for over half of all document interactions.

Impact: Active users shifted within shortly after go-live from old location to the new solution – illustrated by grey (before) and blue (after) bars.

• Usage depth: The new overview achieved a higher usage depth (more views per user and longer engagement time) compared to previous solution.
• The redesigned experience achieved a CSAT of 4.0 / 5, confirming a positive response.

Tasks

Discovery & Problem Definition

• conducted research and business analysis to identify customer needs and behaviour, business requirements.
• prioritising user needs, analysed CSAT feedback and customer service data allowed us to define product goals and hypothesis.

Wireframes & Flows

Defined user flows, then designed wireframes to test interaction, architecture, and technical feasibility.

Business Analysis & Design

• conducted business analysis to define requirements
• created UI design, navigation, and defined concept accessing new document overview – directly and by e-mail notification

MVP

Iterative design process including usability testing of wireframes, B/W and high-fidelity prototype in close collaboration with product team and stakeholders lead to final version.

B/W Usability Testing: test users prefered the chronological document organisation for fast access over navigating to each year

Scalability: document card optimised for mobile, containing most important information (doc name, insurance type, issued date); discarded solution with buttons in document cards due to high potential of user error, thus, trade-off between overview of documents vs. amount of information and interaction within a card for customers with many documents documents.

Outcome Customer Experience:

• customers receive document notification with more information to estimate importance
• customers using link in email get directly to document preview (with download, share, print option)
• customers using portal to access new document find it easily in document section (marked as new).

Tools

Figma, Miro, Hotjar, Google Analytics, Splunk