FRIDAY - Digital Insurance
Designing a Claim Reporting Flow for Multiple Insurance Products
Context
In 2024 , the claim process optimization became a key strategic objective for FRIDAY. My product team was responsible for claim submission and management for allproducts and countries.
This required a long process of understanding and synthesizing multiple insurance products, their claim processes and unifying them in a single claims submission app that shares the same data architecture and UI with reused components and patterns.
Through this work we managed to improve automation and handling times as well as cut development costs by half.
Role
Product Strategy, UI/UX Design
Year
2024-2025
Platform
Web
The Problem
Multiple journeys which lead to the same destination
Status before improvements
>4 weeks
Avg. time to ship new step
16%
Share of claims submitted via app
>3 months
Avg. claim handling time
Post Release
2 weeks
Avg. time to ship a new step
55%
Share of claims submitted via App
60 days
Avg. claim handling time
In the beginning FRIDAY had 3 different claim submission journeys for the existing products in Germany. Each had their own flow logic, some required a user login some were open for all users, some shared a common design system, some were still running in the legacy app.
We could not release a simple summary page without touching multiple repositories or adding to our design debt. Operation teams didn’t get the data they needed from users, if they did they were not standardised due to open text fields. This slowed them down as well as our rates of automating service assignment with our partners.
How to accept claims for multiple insurance products in one funnel?
Simplified data logic
Basic questions make a claim ready to submit, product specific questions help to make the claims complete and ready to process. The new funnel for all products had to care for the granularity of the information, allow for smoother flow through topics and concise categories for the user.
The Step 2: Prototype & Test
Designing the new app
After coming up with the unified flow in big picture, it was time to get our hands dirty and make the migration.
Step layout for all screens
Together with Brandon, we created a step layout to contain and adapt to all types of content in the funnel for design consistency and scalability.
All funnel screens were built on top of the same structure to unify design and development as well as keeping the UI consistent for the users.
Tailoring designs for different product outcomes
UI considerations had to be made directly with the insurance offerings in mind.
For example, the UI had to accomodate the types of resolution types that products offer: Payment, repair or pay-on-invoice.
Understanding all parties involved via visual cues
When the user has a damage on their assets or if they damaged others’, displayed differently, with specific color coding and iconography to data entry as clear as possible for the user.
Users see the different colored sections for different users on the same screen.
Damaged party identifiers in different languages.
Outcome
Reflection
Going through this initiative, I learned:
The localisation of the individual screens was trivial once the business logic and app structure was in place.
The hard part was to get different teams to share the same business logic in frontend application, not the actual build.
Tight relationship with stakeholders is critical when it comes to different markets at the early stage of expansion: different teams= different processes and maturity= different design process.
Achievements
FRIDAY was offering 5 insurance claim applications that cut the processing time thanks to complete and standardized data which was easier to process and resolve.
We were able to release fast and lean thanks cutting development costs by half for a new step added to the funnel.
We created the base for further product offerings and expansion to new markets.