Driving Seamless Migration and Simplification of Claims Workflows
Designed for mobile app
Feature highlights
Background
Context
Following the merger of Singlife and Aviva Singapore, Aviva's standalone app, ClaimConnect, and its 204,000+ users will be migrated to the Singlife app.
ClaimConnect will be decommissioned within a year. To ensure a smooth transition, a "Lift-and-Shift" approach was prioritised to deliver the migration quickly.
My role
Lead UX Designer
Deliverables
UX Design, UI Design, Information Architecture, Design Artefacts
Timeline
February 2022 - April 2023
Tools
Figma
ClaimConnect app
It allows customers with
Employee Benefits (EB)
Singlife Shield or Singlife Health Plus insurance
to submit claims, request Letter of Guarantee (LOG) or Pre-Authorisation (Pre-Auth), and handle other health-related tasks.
Product design goals
Business goals
To migrate ClaimConnect’s features into the Singlife app while maintaining a seamless and consistent user experience. Key objectives include:
Allow users to continue using the features in the Singlife app.
Decommission ClaimConnect app within a year.
Improve the overall user experience.
Design goals
To enhance the overall experience by focusing on these three areas: Design, Flow, and Content.
Design
Ensure the interface adheres to Singlife’s design system, keeping the experience consistent in the app.
Flow
Streamline navigation with easy access to features, transparent processes, and jargon-free communication.
Content
Structure information and visuals with clear layouts for easy readability and quick understanding.
Migration
10 key features are identified and included in the migration.
Challenges
Apart from redefining and aligning experience of migrated features to Singlife app, there are existing backend systems and processes that implicates how information is displayed.
Considerations
Singlife app is also implementing features, thus on a backend level, it’s not fully ready to cater to all migrated features.
There are dependency on new Singlife app features that are loosely planned to release during similar periods.
Backend processes such as process of claims, procedure for LOG/Pre-Auth request, and allocation of advisers remain as per existing.
Main challenges
Workaround to unify data
Context
Every approved claim comes with a payment advice, a letter that shows the outstanding claim payment to be paid. An address will be reflected, either customer’s working company address or their own residential address.
The function of adding or editing existing residential address isn’t available in Singlife app till a later stage. Thus, Business decided to allow customers to add or edit residential address within the claim submission journey.
Challenge
2 separate, non-linked database
A sizeable fraction of customers already have residential address stored and in both database of which are different.
Database A
Residential address saved from previous claim submission.
New residential address added in current claim submission.
Database B
Residential address added from Singlife app - sign up account.
As the streamline of customer database on the backend level is not fully ironed out, a workaround solution is required to not implicate the project timeline and how current streamline works.
Process and solution
To align on the proposed direction - use Database A and overwrite Database B. As the amount of data stored in Database A is higher, and this would minimise the overall impact.
In addition, the rule of thumb is each customer can only have one residential address. By going with this direction, the user experience would be more straightforward.
(PO verified with backend tech team and cleared with Business, and was able to proceed with this direction.)
Single ID for multiple types
Context
There are 3 different types of identification (ID) numbers reflected in a submitted claim, and only 2 can be used to track status. How might we unify them into 1 to allow easily referencing when customers reach out to their Financial Adviser (FA) or Singlife Customer Service (CS) staff?
Challenge
The 3 different ID numbers are generated progressively as a submitted claim is processed through 3 main backend stages.
ID 1
Upon submission
ID can’t be tracked. FA or CS staff won’t be able to advise on the submitted claim status should customers enquire.
ID 2
Info uploaded to system
ID is only available within 8h after claim is submitted. It’s dependent on the time of claim submission and backend batch processing period.
ID 3
Validation by claim accessor
ID is only available when the claim accessor starts to review it.
Process and solution
Proposed using ID 2 as the only ID number reflected to customers and to include a liner “ID number will appear within 8 hours after submission” upon submission.
(PO verified with backend tech team and cleared with Business, and was able to proceed with this direction.)
Simplify complex LOG/Pre-Auth request
Context
There are different request methods and Third-Party Administrator (TPA) hotlines for LOG and Pre-Auth respectively. How might we make it easy to understand and increase customer’s confidence so they know what actions to take?
Challenge
There are different actions required based on the request method that a customer chooses. The general sentiments of customers are they don’t know the difference between LOG and Pre-Auth, and how the process works.
Ideation and test
Came up with a few variation and approaches, including LOG and Pre-Auth definition, methods to use and how Singlife processes them. Did a quick test to understand which type of information display and copy are intuitive and easy to comprehend.
Contact advisers in 2 step
Context
There isn’t a consolidated view of customer’s servicing advisers and policies that are not serviced by any advisers in Singlife app. How might we make viewing easy and reduce customer’s anxieties during moments when they need immediate reach?
Challenge
Servicing advisers’ information is dependent on a new feature
There’s no concrete timeline of new feature’s release in Singlife app due to certain backend issues that need to be ironed out.
Customers won’t be notified when policies become orphans
Only after it has been assigned to another servicing adviser. The interim period from orphan to getting assigned last from 5 days to weeks.
No existing page to house servicing advisers’ information
Customers need to navigate to policy details page in Singlife app to view the respective servicing adviser.
Process and solution
To ensure both proposed current workaround and future solutions are feasible.
Current workaround
(while new feature is implemented in Singlife app)
• To provide the firm's hotline and email under existing generic contact page.
Future solution
• Create a page to house all servicing advisers’ information.
Outcome
The migration of ClaimConnect's features into the Singlife app delivered a more user-friendly claims experience by streamlining navigation, simplifying key interactions, and improving the overall information architecture within the new app's UI.
This required focused UX and UI design efforts to optimise information presentation and ensure a seamless transition to the new visual framework. These changes enhanced transparency, clarity, and access to information, resulting in the following improvements:
Improved claims process understanding
User feedback, gathered through a survey of 874 respondents, showed a substantial improvement. The percentage of users who rated the clarity of the process as 'Good' or 'Excellent' increased by 18%, rising from 74% to approximately 87%.
Optimised claims information experience
This project involved UX/UI design work to present key claims information, including FAQs, effectively within the new app's UI.
User feedback, gathered through CSAT surveys, demonstrated a positive impact. The combined percentage of users who were 'Somewhat Satisfied' or 'Extremely Satisfied' with the claims experience increased by 8.08%, rising from 73.59% to 81.67%.
Feedback from users
The majority of the feedback was positive, but there's also area for improvement. Here are some of the comments shared:
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 would be better if AI was part of the claims submission process. For example, a big camera icon button could let me take a photo of my receipt, and AI could fill in the usual details like the date, cost, and clinic name. I’d just confirm and press next. Ideally, the whole process should take three steps or less...”