Reimagining filing a claim
How can we help customers be confident when filing a claim and know all their concerns are noted?
Who I designed for: USAA
Platform: Mobile & Web
My role: Designer
Setting the stage
When customers file a Homeowner’s claim, there’s a lot on their mind that we were failing to take into account.
We wanted to delve deeper into what’s important to customers during these stressful times and see how we could improve the filing experience to make sure we were doing right by our customers.
Early findings
We started by conducting qualitative interviews with customers that had recently filed a claim.
We heard from a pregnant mother, disabled veterans, and fixed-income retirees how their claim experience was soured by our rigid processes and impersonal approach.
Our research showed that customers felt they were unable to tell their entire story when filing resulting in delays and frustration throughout the claim process.
How we came up with a design
After the interviews, we created journey maps to illustrate the points of friction for our business partners. We then began ideating on solutions to the common problems our research had uncovered.
We tackled the problem with a two-pronged approach. To help customers overcome their apprehension around filing and their knowledge gaps, we enhanced our app’s chat bot to answer these relevant questions.
On the filing side of the experience, we reimagined the filing flow to be more flexible and allow customers the opportunity to let us know what concerns were most pressing to them — this way our adjusters can directly address customer concerns right away.
Once we had an initial prototype, we tested it with customers and further iterated on their feedback.
Results
Our final design performed very well in qualitative testing. The combined chat and filing flow helped customers have a better understanding of what to expect in their claim and increased satisfaction with the claim process as a whole.