Reducing Support Dependency by Redesigning Insurance Self-Service Experience

Overview

Customers heavily depended on the support centre (~90%) for basic tasks like updating policy details, making claims, and tracking claim status.

Despite existing self-service features, 70% of users struggled to find what they needed online, especially when managing multiple policies—leading to poor adoption, high operational costs, and low retention.

Problem Statement

The digital experience failed to support users in completing simple, high-frequency tasks independently.

Poor discoverability, complex navigation, and fragmented journeys forced customers to rely on support channels, increasing costs and limiting opportunities for retention and cross-sell.


Business Goals

  1. Reduce support centre volume and operational costs

  2. Increase digital self-service adoption

  3. Improve customer retention

  4. Grow average policies per customer (1.5 → 2–3)

  5. Enable cross-sell through better experience

My Role

Product Designer

  • Led end-to-end UX from discovery to solution design

  • Analysed customer, behavioural, and support data

  • Defined problem areas and prioritised opportunities

Discovery

  1. Customer Research

  • Post-call surveys showed 7/10 users couldn’t find what they needed

  • Customers lacked confidence completing tasks online

2. Support Data Analysis (Genesys)

Reviewed thousands of interactions to identify top reasons for contact:

  • Update policy details

  • Lodge a claim

  • Track claim status

👉 These were high-frequency, low-complexity tasks suitable for self-service.

3. Behavioural Analytics

  • High drop-offs in key journeys

  • Repeated navigation loops (users getting lost)

  • Low engagement with key actions

4.Key Insight

The problem wasn’t missing features—it was poor discoverability, navigation, and multi-policy complexity.

5. Key Challenges

  • Poor information architecture

  • Low visibility of critical actions

  • Fragmented user journeys

  • Complex multi-policy management

  • Lack of guidance and feedback

  • Low user confidence in digital channels

6. Opportunity Areas

  • Simplify navigation and prioritise key tasks

  • Create a unified experience for multi-policy users

  • Improve discoverability of high-intent actions

  • Build trust through guided flows and confirmations

  • Introduce personalised recommendations

7. Design Approach


Figma link: https://www.figma.com/design/zBl3jro9H9QXqscPDRvvDM/Global-nav--1-?node-id=0-1&t=kxpG9VZVDdY27vfO-1

a. Information Architecture Redesign

  • Reorganised structure around user goals (tasks) instead of system logic

  • Reduced navigation depth

b. Task-Oriented Entry Points

  • Prominent CTAs:

    • “Make a Claim”

    • “Track Claim”

    • “Update Policy”

c. Multi-Policy Dashboard

  • Unified view of all policies

  • Enabled quick actions across policies

d. Guided Task Flows

  • Step-by-step claim and update journeys

  • Clear progress indicators

  • Instant confirmations

e. Personalisation & Value

  • Surfaced relevant policy recommendations

  • Highlighted savings and bundled offers

Impact (Expected Outcomes & Success Metrics)

Since the solution is not yet live, we defined success through measurable targets aligned to business and user goals:

  • ↓ 20–30% reduction in support centre contacts for policy updates, claims, and status tracking

  • ↑ 15–25% increase in digital task completion rates for key journeys

  • ↑ 20–30% improvement in discoverability of primary actions (measured via CTR)

  • ↓ 15–20% reduction in drop-offs and navigation loops across policy management flows

  • ↑ 10–20% increase in engagement from multi-policy customers

  • ↑ 10–15% improvement in customer satisfaction (CSAT/NPS) for self-service journeys

  • ↑ 5–10% uplift in policies per customer through better visibility of offers and value

Learnings

  • Discoverability drives adoption more than feature availability

  • Designing for high-frequency tasks delivers maximum impact

  • Multi-product experiences need simplification and consolidation

  • Trust is critical—feedback and confirmation loops matter

  1. Task-Focused Customer Dashboard

    To reduce navigation complexity, the redesigned experience introduced a task-focused dashboard that immediately presents customers with the most common actions.

    Instead of requiring users to navigate through multiple menus, the dashboard surfaces primary actions such as:

    • Update policy details

    • Make a claim

    • Track claim status

    • Manage policies

    Customers can now complete their tasks directly from the homepage without needing to search through the platform.

    This approach aligns the experience with customer intent, helping users quickly accomplish what they came to the platform to do.

  2. Unified Multi-Policy Management

    Customers with multiple policies previously struggled to understand where to manage each policy. To solve this, the redesigned experience introduced a centralised policy overview.

    This feature allows customers to:

    • View all their policies in one place

    • Easily switch between policies

    • Quickly access actions such as updating details or making a claim

    Each policy is displayed with clear information and quick action options, reducing the need for customers to navigate through multiple pages.

    This simplified structure significantly improves the experience for customers managing two or more policies.

  3. Transparent Claim Tracking Experience

    One of the most common reasons customers contacted the support centre was to check the status of their claims. To address this, a visual claim progress tracker was introduced.

    The claim tracker shows customers:

    • The current stage of their claim

    • Completed steps

    • Upcoming steps

    • Any actions required from the customer

    This gives customers clear visibility into their claim journey and reduces uncertainty, helping build trust in the process.

  4. Simplified Claim Submission Flow

    The claim submission process was redesigned to make it more guided and user-friendly.

    Key improvements included:

    • Step-by-step claim submission

    • Clear progress indicators

    • Contextual guidance for required information

    • Ability to save and resume claims

    This reduces confusion and improves completion rates for online claims.

  5. Personalised Policy Recommendations

    To support the business goal of increasing the average policies per customer, the dashboard also introduced personalised recommendations.

    Customers are presented with:

    • Relevant bundled policy options

    • Opportunities to reduce premiums

    • Additional coverage suggestions

    This helps customers see more value in their insurance portfolio while supporting the company’s retention and growth goals.


Expected Impact

  • 35% reduction in policy update calls

  • 25% increase in online claim submissions

  • 20% faster task completion

  • 15% increase in multi-policy adoption