Tools
Metrics & Analytics
Online Servey
Stakeholder interviews
Competitive Reviews
Discovery
A month of research, 100+ cups of tea, and being initiated into the dark arts of BI with Tableau, I created a detailed report offering an in-depth look at the current claims experience from a customers point of view.
With the ongoing work to move into a new world of CRM and integrated Claims System, this report gave insights into the current state, revealing where potential opportunities lay, ignite discussion and allow for perspective change across teams.
Diving into the claims data
With access to the data warehouse, IDR, post claims survey, claims emails from desk, wrap-up tags from purecloud and sales reports, Tableau was used to blend the data and explore trends, behaviour and experience the customers have whilst making a claim during an entire calendar year.
UX Tools
Customer interviews
Customer Journey Mapping
Personas
Service/Experience Map
Process & Task Diagrams
Experience Mapping
The next step in the process was mapping out the existing customer experience. The aim was to select and studying travellers who had made a recent claim (Luggage/Medical/Delays).
The aim with the interviews was to favour depth over sample size and have the participants walk through how they use the claims service, exploring not only their behaviours but also the meaning behind those behaviours.
Understanding the mental models that exist today, was insightful and necessary to point toward a service design architecture for the future.
Key insights from the research
After going through verbatims provided by unsatisfied travellers who submitted luggage claims, the following key pain points became clear.
Personas
Based on the user research I created 6 personas and scenarios. These served as reference for the future product development process.
- Each persona had a scenario that identified a unique aspect of the claims experience.
- The information about each persona focused on values, goals, frustrations and jobs to be done, which served as a tool to influence both technical and UX design decisions.
Customer Journey Maps
Using the research data, from the customer survey verbatims, along with the qualitative interviews, we mapped out 6 primary claims scenarios based around each persona. This helped to understand the physical, environmental and emotional state of the user at the moment of the claim and through the entire claims journey.
This process significantly influenced the development of important design decisions and key assessment criteria when developing the future claims platform. Some examples are as follows:
- Encourage customers to reach out as soon as an event has occurred.
- Be transparent around the process, demonstrate value and change the ingrained norm of distrust.
- When things go wrong customers felt vulnerable and needed to be reassured at the point of first contact.
- Simplify the claims experience and be transparent around what information is needed and why.
The End to End Experience
Looking beyond the claims experience I created a Service Blueprint mapping the entire end to end experience, where we identified some of the following key areas of opportunity and solutions to frame and change the future claims experience.
- Clearer language of cover in the purchase path
- Changes to the PDS specifically around unattended items and exclusions making them more visible
- Updating the customer service centre comms and IVR to help manage expectations around service levels and claims wait times
- Changes to content pre-claim to reduce under excess claims
- Re-design of the claims outcome templates for claims managers to create a more comprehensive story to assist users in understanding the outcome decision.
Impact
- Identified key pain points, needs and expectations for different claims scenarios.
- Created a clear roadmap of areas of opportunity.
- Set up a series of co-design workshops to explore both immediate tactical as well as long term solutions for each area of opportunity.
- Assisted tech and delivery teams to evaluate and select best cloud based software solutions from a customer experience perspective.
- Built out strategic roadmap for the future claims experience.
- Broad communication and championed the importance of Human Centred Design principals across the organisation.