Joe Norkus :: Design

2024 Claims Journey Redesign

In 2024, the Elephant Claims Department initiated a comprehensive redesign of the claims journey, aiming to enhance both the visual experience and the usability of the process. Our goal was to create a friendlier, more intuitive flow that empowered users to find the information they needed while filing a claim.

This project is currently being rebuilt based on my redesign.

Goal:

Improve visual experience and usability
Create a friendlier, more intuitive process for users
Update the web app to match current brand
Rebuild the app in REACT

Key Updates:

Branding: Custom icons, softer textures, modern form components
Usability: Refined question set and flow, balancing user and agent feedback

Role:

Led the redesign
Collaborated with product, business owners, and developers to define flow and facilitate writing requirements
Tested prototypes of key questions for qualitative feedback
Contributed front-end code (HTML, CSS) while the app was being built

Status:

Redesign currently being rebuilt

Old Design

Issue: Form Page Clutter

Cause: New business requirements + reduced UX oversight
Effect:
- Inconsistent visual elements
- Long form pages
- Questions with too many options (hard to digest)
- Deviation from user-centered design

Customer Journey

Functional, but:
- Lacks inspiration
- Feels generic from a branding perspective
- Feels overwhelming

Redesigned Accident Type Page

Redesign

Updated Branding Elements:

Custom icon set
Softer background textures
Modernized form components
Result:
- More approachable and contemporary look
- Consistent branding across applications

User-Centered Improvements:

Incorporated feedback from users and claims agents
Refined question set and flow
Created smaller question groups
Broke down long questions into sets of questions
Improved login flow
Result:
- Personalized and user-friendly experience
- Digestible question sets

I led this initiative, collaborating closely with product and business owners as well as the development team to bring the redesigned claims journey to life.

Improved Login Flow

Project Goal:

Enhance customer personalization and encourage logins for a tailored experience.

Previous Design:

Login Prompt: Pop-up window for faster process
Issue: Users found it disruptive and spammy (based on qualitative research)

Redesigned Approach:

Prompt Timing: Ask users who is reporting the claim upfront
- Elephant customers are directed to login to their account
- Guest users are guided to a slightly different form experience (less personalized)
Result:
- Seamless login guidance
- Improved claims process - Elephant customers could choose from prefilled vehicles/drivers
- Enhanced user experience

Tested 3 different options for Damage Severity question

Help Text: Balancing Business Needs with User Clarity

Challenge:

Deliver precise info for claims assessments
Ensure the user experience remains clear and understandable

Redesign Approach:

Focus: Simplify confusing questions (e.g., damage severity question)
User Testing:
- Tested 3 variations to present complex descriptions
- Used usertesting.com to gather qualitative feedback from targeted users

Key User Feedback:

Explain options in simple terms
Avoid visually overwhelming descriptions
Provide an option to view more details if desired

Solution:

Chosen Approach: Option 3 - Tooltips
Outcome:
- Users preferred tooltips for clarity and flexibility
- Improved confidence and understanding in the process

Custom icons by iain eudailey

Updated Branding Elements

I updated the brand elements by utilizing a refreshed color pallette, a custom icon set and new background textures to:

Reinforce brand identity
Enhance user engagement
Create an emotional connection

Elephant Insurance Design System

Design System

To streamline the project, I helped develop and maintain the Elephant Design System in Figma. This included creating reusable components to ensure consistency across apps and serve as a style guide for front-end development.

Sketches

After finalizing the question set and page flow, I created rough sketches to lay out the content and establish hierarchy.

Final Screens

Here are a few of the final design screens, reflecting a careful balance of feedback from both claims agents and real users.

Full Prototypes (Adobe XD):

desktop prototype mobile prototype

Conclusion

This project underscored the importance of strategic design and user research in crafting a claims journey that not only delivers visual appeal but also meets users' practical needs effectively.

By prioritizing personalization and simplifying complexity, I created a more engaging and confidence-inspiring experience. Alongside improvements to the user flow, the updated visual elements strengthened brand identity, fostering an emotional connection that positively influenced user behavior.