Old Design

Issue: Form Page Clutter

The combination of new business requirements and reduced UX oversight had led to several challenges, including inconsistent visual elements, excessively long-form pages, questions with too many options that are difficult for users to digest, and a noticeable deviation from user-centered design principles.

While the customer journey was functional, it lacked inspiration, felt generic from a branding perspective, and came across as overwhelming for many users. The question set was not structured in a manner that was easily digestible or flowed intuitively for users.

Redesign

Updated Branding Elements:

The implementation of a custom icon set, softer background textures, and modernized form components resulted in a more approachable and contemporary look. These updates also ensured consistent branding across applications, enhancing the overall user experience.

User-Centered Improvements:

By incorporating feedback from users and claims agents, I refined the question set and its flow, created smaller, more manageable question groups, and broke down lengthy questions into smaller, more focused sets. Additionally, I improved the login flow. These changes resulted in a more personalized and user-friendly experience with question sets that are easier to understand and navigate.

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:

The old design featured a login prompt presented as a pop-up window intended to streamline the process. However, qualitative research revealed that users found this approach disruptive and spammy, negatively impacting their experience.

Redesigned Approach:

The new design asks users upfront who is reporting the claim. Elephant customers are directed to log into their accounts, while guest users are guided through a slightly different form experience that is less personalized. This approach aims to streamline the process while tailoring the experience based on user status.

The result is seamless login guidance, with an improved claims process where Elephant customers can select from prefilled vehicle and driver information. This leads to an enhanced user experience, offering greater convenience and efficiency for users.

Damage Severity Question: Balancing Business Needs with User Clarity

Challenge:

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

Redesign Approach:

The redesign focused on simplifying confusing questions, such as the damage severity question, to improve clarity. For user testing, three variations were tested to present complex descriptions in a more digestible way. Qualitative feedback was gathered from targeted users using usertesting.com, providing valuable insights to refine the design.

Key User Feedback:

Above all, users valued a presentation that explained the options in detailed terms to eliminate ambiguity. Since they were filing an auto insurance claim, they wanted to ensure they fully understood the choices to make the correct decision.

Solution:

Initially, I favored option 3 (tooltips) for its balance of clarity and minimal visual distraction. However:

Some users found the added complexity of tooltips difficult to understand. Most users preferred clarity, even at the cost of increased visual complexity. Based on this feedback, Option 2—providing a detailed option description—was chosen. This approach improved user confidence and understanding of the process.

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

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