Web Application
My Role: Design Lead
Redesigning Kin's online claims submission process to address user and business pain points
When catastrophe hits, one of the ways Kin customers can file a claim is through the website. However, because Kin’s claims process is done through a third party, customers are taken out of Kin’s website and onto an external website (Snapsheet).
The process on Snapsheet has a number of issues. It lacks Kin branding, has a sub-par user experience, and requires manual data validation before an adjuster can work on a claim. These problems compound during storm season, when Kin receives the most amount of claims. If Kin gets 10,000 claims, around 230 hours are spent cleaning up the data so that a claims adjuster can be assigned to the claim. Additionally, there is a lot of strain on the customer call center because of the pain points around the Snapsheet process. Claims are most commonly submitted over the phone because the online process can be cumbersome. Even if a claim is submitted online, there is a lot of back and forth with the customer because the information collected online was incomplete.
In addition, there are 2 different claims flows on Snapsheet, one is for Kin customers who are filing a claim online and the other is for Kin claims agents who are filing a claim on behalf of a customer. Even though the 2 flows are essentially collecting the same information, the experiences are quite different, which exacerbates the problem of the data needing to be cleaned up before the claim is assigned.
The goal of this project is to create a Kin-branded claims process that reduces the need for manual validation before a claim is processed, addresses the user experience pain points, and has a consistent experience for both Kin customers (external users) and Kin claims agents (internal users).
For the first phase of this project, the data points that are collected for the claim would have to map to Snapsheet’s API so all of the input fields had to reflect that.
I also worked on mapping out the 2 flows for external and internal users and highlighting the similarities and differences between the two in order to create a unified flow.
For the visual design, I leveraged Kin’s design system, which is used in other Kin experiences, for consistency and branding.
I worked with a copywriter to make sure the copy was user friendly and written in a clear, concise manner.
Quotes from users:
"This is a lot more pleasant and user friendly. I would use this tomorrow if I could.”
- Kala, Claims Adjuster Trainee
“The existing snapsheet flow is ridiculous, silly, redundant, and not laid out to be customer friendly...This experience is 100% better.”
- Theresa, Claims Manager
“You’ve taken an overly cumbersome process and refined it.“
- Howard, Claims Team Lead
The external flow was tested by 6 users through an unmoderated usability test. The internal flow was tested by 5 Kin claims agents through a moderated usability test.
From the tests, we discovered that:
For the next round of designs, for the internal flow, I added the additional verification steps and information that were requested by the internal Kin agents.
For the external flow, I updated the presentation of the options for the cause of the damage so that it would be easier for a customer to process.
The MVP version of this flow was launched in June 2022 and can be found here.
