From friction to flow: Redesigning a complex claims management platform
CLIENT
RDT
INDUSTRY
Tech / Financial Services
ROLE
UX & product design lead
Project background
RDT is a long-established enterprise software provider, delivering technology solutions to the insurance industry for over 30 years. Their systems were designed to streamline the claims process and improve operational efficiency for clients.
THE PROBLEM
Problem statement
After decades of organic growth—with features added reactively and without user input or any UCD thinking—the platform had become fragmented and difficult to use. Through continuous development, usability had become worse. As a result, the system felt outdated, hard to learn, and unintuitive, causing potential clients to look elsewhere.
Key challenges
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No established delivery framework in place and insufficient commitment to resource the build effectively
Legacy systems and features constrain potential
Lack of data from existing customers
Low UCD maturity in the business with some resistance to change
North star
Number of claims completed
Objectives
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Redesign a scalable user centred claims management system
Improve operational efficiency - reduce the amount of time taken to complete a claim
Enhance the brand reputation and perception of the product to increase customer interest and sales
RESEARCH & DISCOVERY
What I did
With so little user input in the design of the product to date, there was a lot to learn and understand.
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Cross team workshop to understand objectives, known issues, opportunities and painpoints
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Expert review of current product and features. Alongside a heuristic report we were also able to document all features and were later able to ascertain with users what was still needed and what could be removed
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Created draft personas to identify roles involved in use of product, and state our understandings of each
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Created survey and sent out to different user roles to gain insights to help with metrics, understanding users, key journeys & top level pain points & needs
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6 weeks of focussed indepth user interviews with a week gap to synergise and iterate. Covering exploratory needs and evaluation of early prototypes. Between each week, the results were synergised and designs ideas iterated on
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Consolidated learnings, created updated personas
Key learnings
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It takes too long to understand a claim, particularly relevant for call centre calls
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Keeping a log of whats happened on a claim takes too long to up keep, is inconsistent in its grouping as well as its editorial consistency
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A poor information architecture, fragmented UI and mistrust in the system are leading to delays at key touchpoints, handlers working header than they should, poor customer service, and a longer end to end processing time for the claim.
Success measures
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Reduction in time spent by claim handler to process claim
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Increase in the amount of claims processed in a day
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Increase in new customer interest leading to one new customer in first year
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Increase in tasks completed that do not require handler intervention
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Increase in user satisfaction scores
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Increase in NPS and or CSAT scores
Company objectives and OKRs
Increase revenue and overall profits
10%
Number of claims processed in a month for each customer
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New customers by end of the year
Make the claims system easier to use, more task and user focussed
Key results
Product objectives and OKRs
Make the claims system easier to use, more task and user focussed
20%
Reduction in time taken to process a claim end to end
20%
Reduction in time to comprehend a claim, its status and claimants
25%
Reduction in average number of calls per claim
Make the claims system easier to use, more task and user focussed
Key results
DEFINITION & STRATEGY
Perspective map
Customer journey map - incoming call to handler
Strategic actions
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Create a working group of internal experts and external users to assist in understanding, learning and testing at key stages
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Produce an early prototype to validate direction and align senior stakeholders and customers
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Maintain close communication with senior stakeholders
Ideation & design
After product team brainstorming sessions, countless sketches, and multiple ideas put forward the consensus was agreed on the areas we needed to focus to work towards business and user needs.
Workflow
Provide the individual a list of work allocated to them and the team
IA
Re-evaluate the structure of content and where it is found within a claim
Claim summary
Create a summary of the key content a handler would need to understand the claim premise, its claimants and status
Event log
Automatically log changes made to a claim. Allow users to annotate to provide clarity. Ensure the log of events and notes is easily accessible at all times
Focus on claim summary
Wires from early research used for exploratory research. From the rounds of concept testing we learnt the key findings:
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The log of what had happened to date was vital and needed to be seen wherever you are within a claim
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Handlers wanted visuals cues to help them identify how well each part of the claim was going
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Key data needed to be pulled out to assist the handler on understanding how the claim was progressing about SLAs
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All involved parties needed to be easily identifiable
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Users didn't want to be handheld, just given the right information at the right time and understand next steps
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There was opportunities to gamify to build on strong team rapport
Take a call. Understanding the claim, leaving notes about the call
Testing the summary
Validation and outcomes
The addition of the claim summary proved to be succesful in helping handlers to:
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Understand the claim premise, situation and status faster
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Feel more confident in having better conversations with customers
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Identify each claimant and understand their role in the claim
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Maintain consistency in the log of events
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Understand what action was required next to move the claim on
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Feel more efficient in processing of the end to end claim
Visuals and presentation
Screens for claim summary, and event log feature
Reflections (what could have gone better, takeaways, lessons, what would i do diffrently
