Redefining the Pet Insurance Claim Experience
Lead UX Designer | 4 Months | App Store rating increased from 3.2 → 4.6
Overview
Pet insurance customers were struggling with a frustrating and opaque mobile claim experience. Submission took too long, document requirements were unclear, and users felt anxious after submitting a claim due to lack of visibility.
This redesign transformed the claim process from a static form submission into a guided, transparent, trust-building experience.
Impact
- ⭐ App Store rating increased from 3.2 → 4.6
- ⏱ Claim processing time reduced by ~80% (10+ days → ~2 days)
- 📉 Significant reduction in post-submission support tickets
- 🔐 63% biometric authentication adoption rate
Project Details
- Client: Healthy Paws Pet Insurance (AON)
- Platform: iOS / Android
- Role: Lead UX Designer (End-to-End)
- Duration: 12 Months
- Tools: Axure Cloud, Figma, UserTesting.com, and Google Analytics
My Role
I led the project end-to-end, from problem validation through experimentation and measurement.
Responsibilities
- Analyzed behavioral drop-offs using Google Analytics and Salesforce
- Identified friction points within the self-service process
- Designed interactive prototypes in Axure and Figma
- Planned and moderated qualitative usability tests via UserTesting.com
- Synthesized insights into actionable UX principles used across the dashboard
The Problem
Business Challenges
- Low app store rating impacting brand perception
- High abandonment during claim submission
- Surge in customer support tickets
- Long processing turnaround time
The company was investing heavily in marketing, but the mobile claim experience was eroding customer trust.
User Challenges
Through initial data review, we identified recurring friction:
- Users felt anxious after submission
- Required documents were unclear
- Login and re-authentication created drop-off
- No real-time claim status visibility
The core issue wasn’t just usability — it was lack of trust and transparency.
Research & Discovery
To understand root causes, I led a mixed-methods research approach:
- Analysis of 200+ App Store reviews and customer support tickets.
- 20 in-depth user interviews with existing policyholders and potential customers.
- Usability testing of the existing UI and new UI prototype. (UserTesting.com)
- Conduct A/B testing for high-impact area or UI.
- Created a user journey map to identify each touchpoint.
"I just spent $800 at the vet, and my dog is still sick. I don’t have time to solve a puzzle to get my reimbursement ASAP." — Jenny K. (Customer, User Interview Participant)
Key Insights
- Post-submission anxiety: Lack of claim progress tracking reduced perceived reliability.
- Document confusion: Users were unsure which document to photograph (medical record, especially the SOPE note).
- Access friction: Forgotten passwords made the app unusable at the moment it mattered most.
- Claim delay: Users discovered missing claim document requirements too late.
Strategy
Rather than optimizing screens, I redefined the experience using four design principles:
Design Principles
- Reduce cognitive load
- Increase transparency
- Shorten time-to-submission
- Provide emotional reassurance
- Guided claim journey
The focus became emotional UX and operational clarity — not just UI simplification.
Key Design Solutions
1. Snap & Submit Claim Flow
Problem: Poor-quality or incomplete uploads caused claim delays and rework.
Solution:
- Designed a guided camera experience with clear framing instructions
- Enabled multiple photo uploads in a single flow
- Added immediate success feedback after each capture
Impact: Mobile app claim submission time has been reduced by 0.75%
2. Claim Status Tracking ("Claim Pulse")
Problem: "When can I get my reimbursement?" was the #1 driver of support calls.
Solution:
- Added 11 detailed claim statuses and a simple visual timeline for easy scanning.
- Added missing claim document submission functionality to reduce the claim blocker.
- Added confirmation messages after each key user action.
Impact: 11.2% reduction in claim-status-related support inquiries
3. Simplified Navigation
Problem: Core actions were buried under secondary menus.
Solution:
- Introduced a bottom navigation bar
- Prioritized primary user actions: Submit Claim, View Status, Policy, and Account Management
Impact: Users completed key tasks faster and with greater confidence
4. Biometric-First Login
Password friction prevented repeated use during emergencies.
Solution:
- Implemented Face ID / Touch ID as the primary login method.
- Prompted users to enable biometrics immediately after they logged in.
Impact: 63% biometric adoption within the first month.
Results & Business Impact
Metric | Before | After |
App Store Rating | 3.2 ★ | 4.6 ★ |
Average Claim Submission Time | 10+ days | ~2 days |
Mobile App Claim Adoption | 31% | 49.5%(+18.5% growth) |
Biometric Login Adoption | 0% | 63% |
Claim Support Cases | 2,384 cases per month | 2,117 cases per month(-11.2%) |
The redesign improved user confidence, accelerated claim processing, and reduced operational costs by lowering support volume.
Reflection & Learnings
- Designing for stress: In high-anxiety scenarios, reassurance and transparency matter as much as usability.
- Small feedback, big impact: Simple confirmations like success animations significantly improved user trust.
- UX as a business lever: Reducing anxiety directly reduced customer support load, demonstrating measurable business value.
Next Steps
With additional time, I would explore:
- Proactive push notifications for claim status updates.
- Personalized experiences based on pet history.
- In-app feedback loops (NPS, CSAT) tied to claim completion.