PIER
Design research
Product design
SUS USability test
Strategic Transformation: Reshaping the Auto Insurance Claim Journeys
about the project
Specialist designer responsible for building this future vision
A roadmap of releases that decreased the open-to-paid in almost two days SLA
B2C product allowed me to apply statistical tests to validate user interfaces
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A sequence of in-depth interviews with users who were robbed or experienced a car accident, allowing us to understand the true experience during one of the most challenging moments in the user's life.
Utilizing the discovery compilation to shape a new, product-centric experience within the mobile app, with a focus on reducing the SLA in the open-to-paid process to enhance user convenience.
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Applying statistical interface tests to identify the one with the greatest potential, reducing development risks and enhancing user satisfaction through data-driven decisions before developing the solution.
Brazil has one of the world's largest auto markets, yet less than 15% of vehicles are insured. PIER, Brazil's first insurance tech company, aims to make insurance more accessible. In 2019, PIER entered the auto market, focusing on agility and convenience to stand out from competitors.
PIER uses AI and proprietary data models to offer instant claims for smartphone insurance. However, achieving the same speed in the auto market requires streamlining and simplifying processes. The main challenge was reducing the SLA for claims to make it one of Brazil's fastest.
During the discovery process, we identified a significant hurdle to improving the SLA: a process reliant on email for all steps after claim notification, outside the mobile app. Recognizing that a product-centric approach would enhance clarity and ease for users, we redesigned the claim process within the app. This change enables users to provide necessary information and communicate through the mobile application, leading to a decrease in SLA and a more impactful user experience, aligning with the project's primary goal.
A preliminary plan was created to manage the discovery process within our deadline and budget. Defining three layers to guide the process.
After completing the initial layers of discovery, we gathered enough data internally to define our hypotheses and research questions.
With the questions and hypotheses in hand, I identified the necessary data to answer them. Going to the second and third layers of the discovery process.
We conducted interviews with individuals who had experienced significant hardships, including the loss of loved ones, car accidents, and vehicle thefts. This approach enabled us to understand not only the practical aspects of using insurance but also the emotional experiences of the users during these difficult times. By combining these personal insights with research triangulation using data from our company, I was able to draw conclusions and initiate the design process to build a new claim journey inside the app.
After completing the discovery phase, we gathered enough data to answer our questions and validate or reject our hypotheses.
Based on our conclusions, we have defined a report outlining 8 key points to be considered for the product team during the design stage.
Four principles have been defined to guide the design process in the next steps of the project: Connect, communicate, facilitate, and simplify.
At that time, the current user journey relied heavily on email and manual analysis. However, after completing the discovery, we realized the need to bring the experience into the mobile app. This would make everything more transparent for the user, providing status updates and feedback more frequently. Additionally, as a startup, we needed to consider how to automate the process more, reducing human dependency and consequently lowering costs for the company, impacting the loss ration (main metric for an insurance company). Besides that, after any automation we improve the SLA, improving the user's experience.
Redesigning the flow enabled us to eliminate all the friction points and create a great experience within the mobile app. This redesign eliminated the need for using Typeform as a step in the journey to gather information, streamlining the process for users.
After the initial onboarding, the user's entire journey is outside the mobile app, making it difficult to understand the steps, access information, and answer questions. This increases the time wasted during the process and leads to a poor user experience.
To reduce the SLA through increased automation and directly impact the operational headcount, we reimagined the back-office system. This involved implementing new features and establishing connections with the user's mobile app.
Redesigning the flow allowed us to eliminate all the friction points and create a seamless experience within the mobile app. This redesign eliminated the need for using Typeform as a step in the journey to gather information, streamlining the process for users.
After the initial onboarding, the user's entire journey was outside the mobile app, which made it challenging to understand the steps, access information, and interact with PIER's staff. This extended the duration of the process, resulting in a poor user experience.
To reduce the SLA through increased automation and directly impact the operational headcount, we redesigned the back-office system. This included implementing new features and establishing connections with the user's mobile app in order to build a direct communication between platforms.
With this approach, users can now view all the necessary steps, status, and complete required tasks within each step of their journey without needing to use email or any other external channel.
With pre-set preferences, the first step to open a claim is shortened. For example, you can select your favorite car mechanic workshop and keep the contact and bank data updated.
We improved operations and user experience by connecting the operational system with the user's app, reducing SLA and providing status updated do improve the experience.
The use of async methodologies allows us to obtain fast results and run parallel initiatives with small teams in startups.
The methodology used was the asynchronous System Usability Scale (SUS), one of the most traditional approaches.
In order to guarantee the data reliability, we need to apply statical test, in this case was used the chi-square methodology.
Insurance is an emotional market. When a user needs to use it, they're facing one of the worst moments of their life. Removing friction is crucial.
To create a seamless journey, it's essential to keep the user within the product. This simplifies the process and enhances trust in the brand.
Improving the SLA directly impacts the user's experience and the perception of the brand, which is essential for a B2C company inside an emotional market.
