Driving Seamless Migration and Simplification of Claims Workflows
Following the Singlife–Aviva merger, more than 200,000 policyholders needed to transition from the legacy ClaimConnect app to the unified Singlife app. The initial migration plan was a direct, like-for-like feature transfer to decommission ClaimConnect within a year.
However, a pure replication risked preserving legacy pain points, outdated flows, backend-driven quirks, and unclear communication, continuing to frustrate customers. The migration was reframed as a strategic opportunity to simplify claims workflows, reduce complexity, and modernise the experience while meeting the post-merger timeline.
Claims Experience
App Migration
Feature Integration
Information Architecture
1 Product Owner, 5 Stakeholders, 1 UX Writer, 14+ Developers, 1 QA tester
Feb 2022 - Apr 2023
(Includes UAT/Production testing)
Singlife
Problem
Legacy pain points and notable CX issues
ClaimConnect's experience had been a source of frustration for policyholders. Research from the CX team revealed recurring usability issues:
Overly complex medical jargon with no self-entry options
Low visibility of claim progress and unclear delays
Confusing submission rules, such as outpatient follow-ups requiring inpatient claim filing
Inefficient Letters of Guarantee (LOG) process involving hotline calls and manual emails
Inconsistent guidance that redirected users between HR, brokers, and hotlines
Users' Feedback
"...when there is more interaction needed with staff, then it becomes complicated. Sometimes instructions are not clear, and responses not timely enough. It is apparent that a standard reply template is used with no additional information to help claimant understand more easily." - DL
"Because in the midst of the pain, in these kinds of cases it is very troublesome if I need to call my HR, and they call the broker company. Then they will call you… it's a few layers. So, the kind of a response is not very fast." - AL
"If it is not successful, tell me! Then I would launch the other claims to the other policies that I have. So, this is something that I was anxious about." - CL
Heuristic Walkthrough Findings
Beyond broad research, a heuristic walkthrough adopting a first-time user perspective was conducted by navigating the flows as if using the ClaimConnect app for the first time. This revealed micro-level usability gaps:
Copy assumed deep insurance knowledge without explanation
Navigation patterns were inconsistent, requiring guesswork
Flows followed backend processes instead of user mental models
LOG and Pre-Auth actions lacked contextual guidance and felt disconnected from the main claim journey
Screenshots of ClaimConnect app
Solution
Transitioning smoothly while improving clarity and usability
The migration focused on transitioning smoothly to the new app while improving the clarity and usability of key claims features. This effort was guided by three core principles:
Simplifying and Clarifying
Every screen was reviewed to ensure language was clear, jargon-free, and processes were straightforward to reduce user confusion.
Designing Around User Needs
Workflows were redesigned to match real user mental models and priorities, focusing on logical task flows rather than backend constraints (especially in complex areas like LOG and Pre-Auth requests).
Ensuring Visual and Interaction Consistency
Components and layouts were updated to align with Singlife's design system, creating a cohesive and familiar experience that supports easy navigation and reduces friction within the Singlife app.
My Role
Leading end-to-end UX design for claims migration
As the lead designer on this initiative, my responsibilities included:
Defining experience architecture, user flows, wireframes, and detailed Figma specifications for all migrated health features.
Collaborating with Product Owners, engineers, and business stakeholders to balance improvements against backend constraints.
Partnering with the UX Writer to transform all customer-facing copy for clarity and accessibility.
Advocating for user logic over system logic in workflow design, securing alignment with stakeholders despite technical limitations.
Conducting proxy-user review to identify hidden usability issues from a first-time claimant's perspective.
Showcase
Migrated features and their impact on user experience
End-to-end UX design was delivered for 10 health-related features
Covering journeys from inpatient and outpatient claims to Letters of Guarantee (LOG) and Pre-Authorisations (Pre-Auth). The redesign focused on faster navigation, clearer communication, and alignment with Singlife's design system to ensure consistency across the app.
Impact
Measurable improvements in user satisfaction and process clarity
18% Improvement
User-reported clarity of the claims process increased from 74% to 87%, based on Adobe Analytics post-launch survey results.
8% Uplift
Claims-related customer satisfaction improved from 73.6% to 81.7%, measured through Adobe Analytics CSAT tracking.
Successful decommissioning of the legacy ClaimConnect app
Full adoption of Singlife's design system for all integrated health features
Survey feedback indicated clearer processes, reduced confusion, and easier access to updates
Users' Feedback
Positive
"It was efficient and easy to submit without any difficulties!"
"The fields are clear, and the required information is easy to understand."
Area of improvement
"It was efficient and easy to submit without any difficulties!"
"The fields are clear, and the required information is easy to understand."
Challenges
Technical constraints and post-merger complexities
Challenge 1:
Unifying Residential Address Across Two Systems
Problem & Constraints
Post-merger, a key complexity was reconciling customer addresses stored in two separate backend databases.
Database A
Stored addresses linked directly to past and new claims within ClaimConnect app.
Database B
Stored addresses from Singlife app profiles tied primarily to insurance savings accounts.
For most users, only one database contained an address, but a subset had conflicting or multiple addresses across both systems.
This raised critical questions about which address to treat as authoritative for claim submissions and payment advices. Inaccurate or outdated address data risked causing delivery issues and customer dissatisfaction, especially for users who receive physical correspondence related to their claims.
Approach
After thorough discussions with UX manager and Product Owner, Database A was prioritised as the source of truth for addresses due to its relevance and completeness for claims processing.
To address inconsistencies within Database A, the system defaulted to the latest claim address but allowed users during the claim submission flow to confirm, select from existing addresses, or input a new one.
This balanced data accuracy with user control and operational realities, minimising risks without requiring backend consolidation during this release.
User can choose to use existing or add new address within the claim submission form.
Challenge 2:
Unifying Multiple Claim ID Types
Problem & Constraints
Claims in the backend generated three distinct IDs at different processing stages, each with unique names and user-facing implications:
eSubmission number
Immediate but untrackable
Ref no.
Available after batch processing and first trackable ID
Claim number
Assigned upon validation by claim accessor
These inconsistencies, compounded by different labels and formats, created confusion for users trying to track their claims or communicate with support.
(The backend required these multiple IDs; consolidating them into a single number was technically unfeasible within the project scope and timeline.)
Claim details page in ClaimConnect app
Approach
To simplify the user experience, the 'Ref no.' was designated as the official claim reference number visible to users, as it was the first trackable ID and recognised by support teams.
Clear messaging was added to highlight the expected delay before this number becomes available. This solution was carefully vetted and approved by technical and business stakeholders to ensure clarity while noting backend constraints.
Copy and loading animations indicate progress and reassure users that the system is actively at work.
Challenge 3:
Clarifying LOG vs. Pre-Authorisation Requests
Problem & Constraints
CX research revealed widespread frustration. Users struggled to understand the difference between LOG and Pre-Auth. The legacy app buried these options in technical jargon without upfront definitions or clear guidance. The process often required multiple calls and emails, causing delays and user anxiety.
LOG and Pre-Auth in ClaimConnect app
Approach
Introduced a dedicated intro screen with simple, jargon-free definitions of LOG and Pre-Auth
Restructured the request flow into a step-by-step flow showing only relevant options at each step
Worked with the UX writer to rewrite copy in plain language, breaking down complex terms and providing contextual help
Validated changes through early team testing, which showed users could confidently select the correct request type without confusion
Revised version of LOG and Pre-Auth in Singlife app
Challenge 4:
Handling Orphan Policies and Adviser Assignments
Problem & Constraints
When advisers left or stopped servicing certain policies, those policies became "orphaned," leaving no adviser contact information available in the app. Users with orphaned policies couldn't access adviser details, causing confusion and frustration, especially for those needing urgent support. Notifications about adviser departures were not immediate, further adding to user uncertainty.
Backend and operational limits prevented real-time updates and automated alerts. Although a new servicing advisers feature was planned to centralise contacts and improve visibility, it was not yet available during this migration.
Approach
As an interim solution, the generic contact page was updated to feature hotline numbers and email addresses, providing users a reliable way to seek support during orphan periods.
The planned servicing advisers feature will centralise contacts, highlight orphan policies with clear messaging, and provide easy navigation.
These improvements aim to reduce user frustration and increase transparency once implemented.
Interim to future state
Learnings
Key insights from claims migration and workflow simplification
Design clarity outperforms legacy familiarity
Foundational systems thrive with clear governance, but culture change takes time.
Constraints sharpen focus
Backend limitations and tight timelines concentrated effort on the most impactful improvements.
Proxy-user perspective is powerful
Reviewing as a first-time claimant exposed assumptions and improved experience for all users.