The AIA+ insurance mobile app serves over 1 million customers, and claim submission was the top 3 most valued services.

AIA+ is a mobile app offering insurance management features like policy oversight, claim submission, doctor search, and profile customization. A Features Desirability Survey with 358 responses revealed claim submission as one of the top 3 most valued and used services. Given its importance, redesigning the claim submission flow became a priority to boost user satisfaction and efficiency.

Project overview I served as the lead UX designer tasked with reimagining the claim submission flow in the AIA+ app, leveraging a design process that included competitor analysis, iterative user testing, and the integration of a new design system and OCR technology.

My role

UX/UI Design, Research

Project duration

9 months

Timeline

2023 Q1-3

Project Highlights:

• Achieved a 9.3 user preference score, representing a 20% increase from the legacy design.
• The final design attained an 4/5 Net Promoter Score from internal panels.
• AIA became the first insurance institution to implement OCR technology in the claim submission process.

Customers expect a form-filling experience that requires less effort, our aim is to enhance efficiency, boost customer satisfaction and minimize help requests.

🧨 Challenges

Customers often spend a long time and expend unnecessary effort filling in lengthy forms when submitting a claim. However, claims are services tightly tied to operations and compliance, with most fields being mandatory.

🎯 Project Objectives

Our primary goals for this project are threefold:

• Streamline the claim submission process to enhance efficiency
• Boost the System Usability Scale (SUS) to reflect improved customer satisfaction
• Reduce the volume of help requests directed to our call center, indicating a more intuitive and user-friendly interface

These objectives align with our commitment to continuous improvement and customer-centric design in the AIA+ app.