A pet insurance policy works differently from other types of insurance, so claim submission can be high-stress. We delivered the Healthy Paws mobile app in 2013, which was the first pet insurance app on the market. The Healthy Paws mobile app transformed the traditionally cumbersome, paper-heavy reimbursement process into a fast, transparent, and mobile-first experience. However, the functionality was limited and not versatile. So we decided to refresh the mobile app to improve the user experience.
Project Details
Client: Aon
Product Link: App Store Link
Tools: Axure, Figma, and UserTesting
Duration: 2023 - 2024 (12 Months (Discovery through Launch & Iteration)
Role: Product Designer, UX Researcher
Product/Project Type: Native Mobile Application (iOS & Android) Redesign and Feature Implementation.
Core Metrics: Increase retention rate, claim submission rates, reduce case & call volume, and increase customer rating.
1. The Challenge & Goals
The core challenge was to reduce the anxiety and effort associated with filing pet insurance claims, especially when policyholders had to submit them.
Initial Problem Statement: The main navigation is not user-friendly. Users cannot see the policy summary in one place, nor can they see the more in-depth claim status.
Project Objectives
- Reduce Friction: Make the main navigation static so users can more easily navigate to other self-service features.
- Increase Transparency: Provide clear, real-time status updates and simple explanations of reimbursement calculations.
- Improve Access: Implement secure, quick access to the app (Biometric Login).
- Enhance Core Functionality: Identify friction points and optimize the mobile app claim submission process.
- Boost Satisfaction: Achieve a consistent 4.5+ star rating on app stores, focusing on the ease of the claims process. (Business goal)
2. Discovery & Research
Research Methods Used:
- Customer Case Audit: Customer Support Case Audit: Reviewed common pain points reported by users (e.g., "Where is my claim?", "Why was this amount reimbursed?"). This process immediately flagged transparency and information architecture as critical issues. Also, users tend to forget their passwords because this app isn't used daily.
- User Journey Map: We created the mobile app user journey map to identify user touchpoints and understand issues and friction points.
- Competitive Analysis: Evaluated competing pet insurance apps, noting best-in-class features for photo submissions and policy management.
- User Surveys & Feedback Review: Analyzed existing app feedback (pre-redesign), which heavily emphasized the need for a simplified photo upload and quicker direct deposit(ACH) setup.
- User Test A: We decided to conduct a user test on the current version of the mobile app to understand user friction points, split into two groups: the pet insurance-experienced group vs the inexperienced group.
- Pet Insurance Inexperienced Group Test Report:
- Pet Insurance Experienced Group Test Report:
- User Test B: We created a low-fidelity prototype based on the feedback from the current mobile app and focused test on friction points.
Validation & Testing
Remote Usability Testing (5 participants) was conducted on the high-fidelity prototype, focusing on the new Claims Submission and View Claim Status flow.
Key Findings
- Intuitive Dashboard and Navigation: The test participants want to scan policy and claim information. The participants suggested a dashboard UI style for the home and account pages. Also, able to navigate other self-service features in any section of the mobile app.
- Photo Capture is Essential: For mobile users, entering policy numbers and completing complex forms are barriers. A simple "Snap & Submit" flow for veterinary invoices was a necessity.
- Clarity on Coverage: Users want to check the status of the claim in real-time and need a quick summary of reimbursement calculations to understand their deductible, reimbursement rate, and what was covered, without having to call customer care.
3. Design & Execution
Key Features Implemented
Bottom Bar Navigation: Users can access the core self-service features via the bottom bar.
"Snap & Submit" Claims Flow: Implemented an optimized camera feature allowing users to take a picture of their invoice and medical records, and directly submit within the app, and allow users to submit other file types as well.
Claim Status Tracker: Replaced vague statuses with an easy-to-understand, visual timeline (e.g., "Awaiting for Review," "Under Review," "Calculating," "Reimbursed Approved", etc) with friendly status explanations.
Reimbursement Transparency: Added a new UI providing a quick, summarized breakdown of the claim reimbursement calculation, the deductible applied, the reimbursement percentage, and the final payout amount.
Coach Mark: To make the mobile app more straightforward to use, the coach mark UI was added to the home screen and core self-service features.
Biometric Access: Integrated FaceID/TouchID/PIN to allow users to securely access their account instantly.
4. Results, Impact & Reflection
The redesign successfully met all key objectives by directly addressing user pain points, turning a necessary administrative task into a frictionless experience.
Measurable Impact
- Customer Satisfaction: Customer ratings have increased from 3.2 to 4.6 out of 5 on the App Store, with reviews consistently praising the "easy to use app" and the "super fast" reimbursement process.
- Processing Time: The claim process has been significantly increased due to a streamlined mobile app experience. User feedback indicates most claims are reimbursed within two days, validating the efficiency of the new mobile app submission flow. Also, the mobile app users increased by 13% after the latest app launch.
- Adoption: Biometric login integration led to a 60% adoption rate within the first month, confirming user preference for quick, secure access.
- What I Learned: The project emphasized that in emotional sectors like pet care, design must serve not just efficiency, but empathy. The speed of the claims process and the transparency of claims translate directly into peace of mind for the customer.
- Future Steps: Further integrating self-service tools, such as direct payment(instant reimbursement), will continue to expand the app's value from a transactional tool to a comprehensive pet health resource.