To support the delivery of online self servicing features, CommInsure sought to uplift the CommBank app and NetBank Account detail pages for Car and Home Insurance policies with UX enhancements, including digital claims tracker feature.
With the principle objective of providing customers easy access to their policy information and online claims, we began with a learning canvas that clearly illustrated the problem, opportunities, hypothesis and goals. The success of this project could be measured through the increased the number of claims submitted online, reduction of the influx of calls to the GICC, and improved customer satisfaction.
Multiple workshops were held with those involved in the project, including the staff who faced customers everyday. Additionally, I was able to access the call centre data and stats, such as FAQ click rates, which helped me to rationalise the layout design and the selection of features in the initial design concept.
Based on this information, we story mapped the features using the prioritisation framework and I designed and built the prototypes in Axure following the CBA standard modernised design style.
A few rounds of usability testing were conducted based on various hypotheses related to the accessibility of features and information, comprehension and completion of a simple task such as finding and downloading a PDF. These tests took place in conjunction with regular reviews by the UX team and business stakeholders, which contributed to the overall construction of the final design.
Another huge self service initiative was digital claims tracker. Previously, CommInsure did not provide any visibility over claims process to customers and they had to call us to check what is going on with the status. Similar with Account page UX uplift, we started to initial research by looking at the data, listening to customers calls and interviewing case managers who handles claims.
We came up with the following hypothesis:
We believe that customers want transparency and peace of mind over the progress of their claims.
So if we create a claims tracker that provides useful information on the status of their claims,
We will see an increase in customer satisfaction and retention + a decrease in call volume.
Designing mobile first, I came up with various UI options and working closely with the visual designer, they were iterated through multiple sessions of testing.
Different scenarios with different messaging were tested and validated, and as I finalised on the design I also came up with the below process map to help educate and train not only our team members responsible for implementation but for customer facing staff as they needed to deal with customers going through claims experience with our new digital feature.