Claims Experience
in Insurance
Client
NDA
Role
Service Designer
User researcher
Workshop facilitator
Design team
2 Service Designers
Where
Canada
Duration
4 months
This project is subject to a NDA.
All content displayed on this page has therefore been modified accordingly .
What?
Service Design
Journey mapping
User research
Comms strategy
Claims
This project focused on enhancing the customer experience during the auto accident claims process by analysing the existing communication journey. Based on our insights, we identified key areas for improvement and proposed actionable changes.
Project timeline
Communication redesign
Redefining the claims strategy
The claims department had observed a rise in customer complaints related to communication during the claims process. In response, our team was asked to review the current strategy and propose improvements.
We were specifically asked to explore:
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Whether the current communication channels effectively convey all necessary information
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If users find the content clear and easy to understand
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Whether users feel they received the right amount of communication—too much, too little, or just enough.
The Status Quo
At the start of the project, we learned that the insurance company communicates with customers through five main channels: email, SMS, phone, printed letters, and the app.
While users typically choose their preferred channel at the beginning of the claims process, we soon discovered several exceptions to this in practice.
Customer Journey Mapping
Visualizing the entire claims process for customers across Canada
We began by mapping the current state of the claims journey across six provinces where the insurance company operates in Canada.
This timeline was built through an iterative process involving key business stakeholders over two dedicated workshops.
User research
Recruitment
The next step was to speak directly with end users—the insurance company's customers.
To recruit 15–20 relevant participants, we worked through adjusters. This involved meeting with them first to brief them on our recruitment criteria, the specific claims process in focus, and the project timeline.
Part of the brief given to adjusters for user recruitment
Interviews
This approach allowed us to successfully recruit and interview 20 end users over the course of three weeks.
Design of the future state
Co-creating with users
After identifying key gaps in the current communication strategy, we held two co-creation sessions—one with French-speaking users and one with English-speaking users—to collaboratively design the future state of the claims communication experience.
Some examples of activities done during the workshop
Key Learnings
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Users are tolerant of delays if communication is transparent and upfront.
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Frequent, timely updates are reassuring—not invasive—as they show the claim is progressing.
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Respecting users' preferred communication channel from the start is essential; otherwise, key information may be missed, or users get frustrated.
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Adjusters need a clear view of the full claim history to avoid repetition and deliver a consistent, seamless experience to users.
Next steps
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Create a transparent communication timeline to share at claim initiation (e.g., “What to expect next”) to set expectations and reduce uncertainty during delays.
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Improve internal systems to give adjusters full access to each customer's interaction and claim history. This ensures a consistent, informed experience—even if a new adjuster takes over the file.
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Develop clear content templates that explain delays or next steps in plain language, avoiding technical jargon.
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Run a pilot trial with a small group of claims to test new communication touchpoints and adjuster tools, gather feedback, and refine before scaling.