MyAflac – loveuxdesign

Creating a new
insurance
experience

Online member experience to self-administer policies and submit claims.

(Due to confidentiality agreements I can only show a small set of examples and some images have been edited.)

Duration

Project Team

Design Team

My Role

Aflac is a large insurance company that offers over 8 kinds of supplemental insurance. The company is transforming its business to provide scalable solutions, more efficient processes, and the highest quality user experience.

Challenge

As part of its transformation, Aflac wanted to tap into the direct-to-consumer market and rethink the member, agent, and sales experiences.

Solution

A self-service application to enable members to manage their own policies and submit claims on any device. The application resulted in a 99.6% increase in digital claim intake and a 27% increase in CSAT.

My Role

I led the team for design and delivery of the post-purchase member experience. I worked on high-level designs, guided the design team, managed project delivery and was responsible for business sign-offs and development hand-off. I collaborated with design leads of sales and agent portal and technology, business and legal teams.

Finding this interesting?

Approach

Building a cohesive brand experience

Member, Sales, and Agent portals cater to specific user groups and requirements. All three portals were being developed simultaneously, so my approach was customized to the meet the project’s aggressive timeline while ensuring a cohesive brand experience across the portals.

Direct - To - Consumer Track

Understanding the user JOURNEY

Insights gained through research

I developed journey insights based on the extensive research of the market, competition, users, and customer support calls transcripts. The members’ brand experiences go beyond the digital user interface to the holistic journeys that customers go through to achieve tasks and use products and services. An understanding of their journey was essential in creating trust and transparency to help customers fulfill their insurance needs.

THE POST-PURCHASE VALUE PERCEPTION

Guiding Principles

I worked with the business and design team to come up with design principles for guiding the experience and ensuring alignment with the vision of the organization.

Connected

Make the experience effortless, helpful, and transparent when getting things done.

Familiar

Provide an experience that feels familiar and behaves in a predictable way.

Empowered

Empower users with complete and uncomplicated information but be there when users need help and support.

Design solution

Connected

Peace of mind

Filing a claim for an accident or illness can be an emotional or even traumatic experience. The interface provides access to information and simple digital forms to file a claim. Members can receive real-time updates on the status of their claims or any pending actions.

Familiar

Intuitive workflows

The tasks are grouped into sections with a visual guide to show steps upcoming and completed steps. The experience enables easy tracking of progress by letting users know what to expect, and where they are in the process.

Empowered

Make it simple

Policy documents are filled with jargon, but the new experience aims at building trust and transparency with a simple language. It also gives easy access to FAQs, videos, and customer support when users need assistance.

HOW WE GOT THERE

Sitemap, wireframes and flows

Working on a product sitemap, wireframes and flows allowed me to understand the goal of every page, and which actions were linked.

Getting it right

Our designs were tested for usability and accessibility with users, and we made a few changes based on their feedback.

HOW WE GOT THERE

Well-oiled machine

The project timeline coincided with the outbreak of the pandemic. The in-person project was made into a remote project and our team was not properly equipped for this way of working. I restructured the process to promote maximum visibility, predictability, and transparency.

Working with design team

Coordinate with design leads for consistency across the three portals.
Coordinate with visual designers to create component library.
Work coordination and distribution among designers.
Fun at work!

Working with SMEs and stakeholders

Co-creation workshops for high-level architecture and user flow.
Regular wireframe review and iteration sessions.
Approval and sign-off.

Working with the development team

Regular design workshops and walkthroughs for developers and testers
Discussion of design and behavior consistency across the three portals
Design hand-off with continuous support through Q&A sessions

Learning

When faced with severe time and resource constraints created by the onset of COVID-19, I learned that simplifying design processes was essential to support visibility and transparency.

I learned the importance of using a standardized set of tools and a reusable design system to deliver faster design and maintain consistency.

Early collaboration with developers gave them a chance to see the big picture. In turn, the technical insight they gave to my team and me helped us simplify and improve the designs for the user.

Result

75% Reduction in support calls

27% Increment in CSAT score

84% Post-sale policy changes done through Member Portal (no human intervention)

96.6% Increase in digital claim intake

“I really appreciate text messages for my claims. It has made my life much stress-free”

Aflac User

“It was really simple and fast. I was dealing with my illness but Aflac’s website made it so easy to file the claim and kept me informed throughout.”

Aflac User

Result

75% Reduction in support calls

27% Increment in CSAT score

84% Post-sale policy changes done through Member Portal (no human intervention)

96.6% Increase in digital claim intake

“I really appreciate text messages for my claims. It has made my life much stress-free”

Aflac User

“It was really simple and fast. I was dealing with my illness but Aflac’s website made it so easy to file the claim and kept me informed throughout.”

Aflac User

LOVEUXDESIGN

LOVEUXDESIGN

Creating a new insurance experience

Duration

Project Team

Design Team

My Role

Aflac is a large insurance company that offers over 8 kinds of supplemental insurance. The company is transforming its business to provide scalable solutions, more efficient processes, and the highest quality user experience.

Challenge

As part of its transformation, Aflac wanted to tap into the direct-to-consumer market and rethink the member, agent, and sales experiences.

Solution

A self-service application to enable members to manage their own policies and submit claims on any device. The application resulted in a 99.6% increase in digital claim intake and a 27% increase in CSAT.

My Role

Approach

Building a cohesive brand experience

Member, Sales, and Agent portals cater to specific user groups and requirements. All three portals were being developed simultaneously, so my approach was customized to the meet the project’s aggressive timeline while ensuring a cohesive brand experience across the portals.

Direct - To - Consumer Track

Understanding the user JOURNEY

Insights gained through research

THE POST-PURCHASE VALUE PERCEPTION

Guiding Principles

I worked with the business and design team to come up with design principles for guiding the experience and ensuring alignment with the vision of the organization.

Connected

Familiar

Empowered

Design solution

Connected

Peace of mind

Filing a claim for an accident or illness can be an emotional or even traumatic experience. The interface provides access to information and simple digital forms to file a claim. Members can receive real-time updates on the status of their claims or any pending actions.

Familiar

Intuitive workflows

The tasks are grouped into sections with a visual guide to show steps upcoming and completed steps. The experience enables easy tracking of progress by letting users know what to expect, and where they are in the process.

Empowered

Make it simple

Policy documents are filled with jargon, but the new experience aims at building trust and transparency with a simple language. It also gives easy access to FAQs, videos, and customer support when users need assistance.

HOW WE GOT THERE

Sitemap, wireframes and flows

Working on a product sitemap, wireframes and flows allowed me to understand the goal of every page, and which actions were linked.

Getting it right

Our designs were tested for usability and accessibility with users, and we made a few changes based on their feedback.

HOW WE GOT THERE

Well-oiled machine

The project timeline coincided with the outbreak of the pandemic. The in-person project was made into a remote project and our team was not properly equipped for this way of working. I restructured the process to promote maximum visibility, predictability, and transparency.

Working with design team

Working with SMEs and stakeholders

Working with the development team

Learning

Result

75% Reduction in support calls

27% Increment in CSAT score

84% Post-sale policy changes done through Member Portal (no human intervention)

96.6% Increase in digital claim intake

Result

75% Reduction in support calls

27% Increment in CSAT score

84% Post-sale policy changes done through Member Portal (no human intervention)

96.6% Increase in digital claim intake

© LOVEUXDESIGN. All Rights Reserved.

Creating a new
insurance
experience