Insurance Claim Process in the UK Market
Nordhealth
Oslo, 2023
Proejct brief
Redesigning the UK insurance claim process to enhance user experience by streamlining the form completion time and incorporating automation.
Context
The insurance claiming process is notoriously complex process due to regulations and the amount of information required from insurance comapnies. To address this, we redesigned the insurance flow to enhance user efficiency.
Objective
This project aimed to improve the insurance claim process for our users, and incorporating automation to facilitate a quicker and more straightforward experience.
Primary client
Our key client for this insurance flow is a leading veterinary service provider in the United Kingdom, operating over 500 surgeries across the UK, Republic of Ireland, and the Netherlands.
The team
The project was driven by a small team including a Product Owner, Head of UX Research, and myself as the Principal Product Designer.
My role
Analyzed the existing flow to identify inefficiencies
Worked closely with the UX researcher to prioritize scope and significance of potential improvements
Conducted user testing to gather insights and feedback
Led the ideation and redesign of the flow, enhancing both UX and UI for optimal user experience
I. Areas of improvement
Through stakeholder sessions, we mapped out and analized the old insurance flow, giving us an overview of what it took to file a claim.
UK insurance claim flow | old version
We identified critical pain points in the current product, involving a select group of users, our Head of UX research, and myself. These discussions were instrumental in mapping out the redesign strategy for the insurance workflow. We created a list, and marked what may be in scope for this project, and rated them in the order or importance and level of impact.
II. Ideation and design
Form redesign: Tasked with updating our design patterns, I seized this opportunity to redesign and improve our forms, enhancing usability and visual hierarchy.
Automation integration: Research indicated that claim filing was time-consuming and error-prone. Automating certain steps significantly reduced user cognitive load and error rates.
Once insurance claims are submitted, the insurance company assesses them to determine which invoices are eligible for coverage and which are not. Following this evaluation, a printed decision is mailed back to the clinic or hospital. Traditionally, staff would manually enter each item into the system line by line, a time-consuming task.
We streamlined this procedure by automating the update process in Provet Cloud, enabling clinics to quickly reflect insurance decisions. This design direction drastically cuts down on manual data entry time and reduces the risk of human error.
Using automation | updating status on invoice lines
III. Gathering user and stakeholder feedback
Regular feedback workshops with users and stakeholders during the ideation and design phases were critical. These sessions unveiled crucial insights, guiding our approach to a user-centric solution.
FigJam session | getting feedback from users and stakeholders
IV. Developent handoff
I compiled comprehensive documentation detailing all design states and user flow steps, supported by the UX researcher and user testings. Our UX Researcher also created a summary of the findings to share them with the developers as well. This was helpful for the development team to have a deep understanding of the project rationale and solutions.
V. Wrap-up
The redesigned insurance claim filing process substantially enhanced the user experience, making it more efficient and reducing the time required to complete it. By integrating automation and adopting a more user-centric design approach, we significantly decreased cognitive load and minimized the likelihood of errors, leading to a smoother, more intuitive interaction for users.
Through strategic use of visual hierarchy and improved form design, we guided users more effectively through the submission process, ensuring essential fields and any missing information were conspicuously highlighted.
Furthermore, we adapted a simplified version of this flow for the Nordic countries, where the insurance claim process is less complicated than in the United Kingdom, tailoring our solution to regional specificities and requirements, and ensuring an optimized user experience across different markets.
Before & after | client & patient details
Before & after | add invoice modal
Before & after | other attachments form
Collaboration: UX Research & Design
This project was a joint effort between myself and Odette Jansen, our Head of UX Research. Our collaboration process is detailed in an article co-written by us, shedding light on our process and outcomes. I encourage you to read the article I published on Odette’s Medium page:
The magic that happens when you put design and research in the same room.
