In this case study, I’ll explain how I went about designing AgFi’s Customer App for Claim. I’ll explain my thought process, design decisions, and reasoning behind them.
EazyClaim is an India-based InsurTech startup that is part of Asquire Groups. Their product is cutting-edge and extremely beneficial to users. EazyClaim helps in denied or fresh claims and also in managing your known and unknown insurances for different products. The company helps you and your family with our years of experience in the Insurance sector.
How come claiming the rightful benefits under an insurance policy for which clients pay a premium every year can be so complex and time-consuming especially in a digital world where technology offers easy alternatives to tasks big and small.
I was pretty much familiar with the product and problems of customers at this stage, as I did a lot of research on the features and scope of the product while designing the website, CRM, and the Lead Management App
Now it was time to deep dive into the working of the features. So As a part of the research plan, I did some Secondary research by looking over some readings blogs, articles and also analyzing the competitor products with similar features ( like Bima Garage, Claimbuddy, Claimeasy, policy bazaar, Bimape, Acko, Easypolicy, Renewbuy, etc).
This was followed by Primary Research where I focussed primarily on the actual customers whose claims are either delayed, denied, or stuck in the paperwork of the claims. I interviewed 15–20 customers of the above category. Also connected with customers who are planning to buy or who haven’t bought any insurance policy yet.
Purpose of the research:
- To understand the current journey of the insurance sell process and claim process and find existing pain points.
- To understand the factors that affect the claims delay and rejection
- To understand how much a customer know about their policy
- To figure out how the subscription model should work
- To discover that how customers know about the hidden benefits of SIM cards, credit/debit cards, and government schemes
After making a few assumptions myself, I joined it with some more questions I asked in the survey to support/contradict my assumptions with data, and help me find the major and minor pain points.
- No insurers provide claim transparency to the user
- People are unaware of their insurance benefits
- Nominees are not aware of policies
- Scattered policies of the policyholders and missing premiums dates
Scope of the project
We defined 3 segments of work aligned with the vision of the company.
- Focus on the client:
- Improve the experience of the claim process
- Improve the experience of policyholders in India
- Proper information to the nominees
- Customer support and awareness
- Data and information:
- Optimization of the load and information flows during the process
- Collection and analysis of the insurance and claim data (Analytics)
- Claim Prediction with the help of AI/ML
- Analysing the insurer's data
- Efficiency and quality:
- Standardize processes, management, and customer experience of insurance buying and paying a premium
- Decrease in the life cycle of the claim
- encourage self-management of the policies
- Optimization of the claim resolution process and cost
I had little knowledge insurance industry and claims but could contribute to the management and product development, so, due to the uncertainty of any project at the beginning, I proposed to carry out one of the most recognized people-centered design processes: Design thinking
Design thinking allowed me to understand the business, the operation, and the needs of the client. We also looked back at the research and decide to go after the biggest problem using the Lean Startup Loop: build — measure — learn.
Information architecture — App architecture revolves around the basic requirement of Insurance purchase, claims, loans, and mutual funds.
Users get to explore all parts of the app architecture be it the Products, Policies, Claims, Help, or Profile section. They can also raise a query if they have any issues.
Onboarding Screens — These screens clearly show as a company what we are doing and how we will be helpful.
Login Screen: Here first-time users will also have an option to subscribe to our plan directly and the option to skip and explore the features.
Policy Screen: Here you will find the list of policies, insurer detail and you can also see the rank of the insurer based on different parameters such as claim settlement ratio, lives insured, etc.
Claim Screen: Here you find the list of all claims and you can track the claim process.
The research and consequents assumptions are based on my personal experience, team and advisor interaction.
Deep analysis and additional testing need to be conducted in order to refine and validate the solution.