Self-service tools that reduced support calls by 10%
Project Goals: Reduce customer service call center volume by 10%.
Collaborated with: Customer Service, Claims Management, Marketing, and Software Development teams
Deliverables: Claims landing page, Claims viewport page, notifications user flows, wireframes, prototypes
Prototype walkthrough of claims dashboard.
Improving claims discoverability and navigation
Customers had to scroll through extensive policy details to reach claims information buried at the bottom.
The Claims and Support teams approached us to address a critical challenge—making claims information easier to find and use
Our analysis revealed several usability barriers that made claims navigation confusing and time-consuming for customers:
No clear entry point: customers struggled to locate their claims information.
Hidden details: key claim information was buried in collapsed tabs towards the bottom of the policy inquiry page.
Lack of guidance: customers did not understand how many adjusters were working on the claim or who the adjusters were.
No visibility into adjusters: little to no clarity on who was managing a customer’s claim.
Transforming claims navigation from confusion to clarity
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Redesigning workflows and content to help insureds understand their claims journey
Our solution approach:
Created comprehensive UX workflows to restructure how users navigate and find information.
Conducted a full content audit and rewrote all claims-related copy to be clearer and more actionable.
Partnered with the claims team to map out seamless workflows that incorporated vendor touch points at the right moments.
Deliverables from this project included:
Affinity clustering from 6-8 stakeholder interviews with claims adjusters, claims management, and customer service.
UX workflows improving the information architecture (IA)
UX wireframes organized content into clear, logical buckets that made information easier to find and navigate.
Stakeholder interviews across claims adjusters, claims management, and customer service revealed the following themes:
What we learned:
Customers relied on phone calls to agents and call centers for basic claim information that should be easily accessible online
High call volume around claims inquiries was overwhelming the call center team
Customers lacked access to real-time updates about claim status and adjuster changes
“In 2022, about 25% of calls that the call center received were regarding claim inquiries, which equated to over 70,000 calls.”
Connecting customers directly to their claim details
We redesigned the navigation to connect each claim directly to its own inquiry page, giving customers easy access to all their information in one place.
Each claims page now includes:
Customer's claim numbers
Risk descriptions
Policy numbers
Claims process information
Claims adjusters' details and contact information
Document upload functionality
Claims landing page with file and view options.
Individual claim detail view
My wireframing process: Mapping the claims journey
I started by identifying key customer tasks and mapping their journey
Sketched low-fidelity concepts
I sketched quick wireframes to define layout, content hierarchy, and interaction patterns. These mobile-first concepts ensured usability and clarity before moving into detailed design.
Iteration
I refined wireframes based on feedback from product owners, developers, and accessibility reviewers, ensuring the design aligns with business goals and user needs.
Before: customers had to scroll through the policy inquiry page to locate their list of claims.
After: customers can now access all their claims on a single, dedicated page for quick and complete visibility.
Before: customers could only see brief snippets of their claim details after expanding a drop-down on the policy details page.
After: customers can now view complete claim details on a dedicated page, ensuring full transparency and easy access.
Impact metrics
Claims-related calls dropped from 25% to 15% of total customer service volume.
Customers have easier access to all of their claim information once logged into their accounts.
Clear communication around the claims process created visibility and trust with our users.