Creating a Claims Future Vision
Alignment & Planning
The Ask –
Claims leadership were preparing for the next year’s annual planning. To help them prioritize efforts they wanted to refresh their future vision of claims so they can prioritize the efforts that will help them make that vision come to life.
Planning –
Partnership – Claims Leadership reached out to the Claims UX team to help them kick this initiative off. We collaborated with the Customer Experience team to create and pitch a plan to the leadership team.
Team Alignment – We knew we couldn’t create a quality future vision alone. We reached out to the Data, Operations, Industrial Engineering, and Innovation teams to team up on this effort. They all sent over a representative to join the team for the duration of the initiative.
Plan of Action – In collaboration with the Customer Experience team lead, I put together a three-phase plan for this effort. Over the next 8 weeks, as a team we would operate 1-week sprints to complete the following phases:
Proposed plan of action that was approved by Claims Leadership
Execution
Current Journey Creation – The first thing we wanted to do was get in alignment on what we know as a collective group. We gathered around a large wall and started plotting the steps in a journey and any pain points we know about today with evidence to support them.
Customer Interviews – Once our journey was complete, we aligned on questions we wanted to ask our customers about their claims experience. Once these interviews were completed we had additional pain points that came to light and had a better understanding of their motivations and needs.
Internal Employee Interviews – Next we interviewed employees who work on claims and speak with customers. This gave us an internal view of the processes and helped us better understand why the customers were having the issues they did.
Competitive Analysis – Following the interviews, we listed out the needs of our customers and identified companies, in the insurance industry or otherwise, that we thought best met these needs for their customers.
Workshops – Next, we leveraged some workshop techniques that helped us spark some ideas for how to solve the problems we had heard about or make a good experience great. We ran a Creative Matrix session and then a couple rounds of Crazy 8’s with members of the various teams on the project.
Future Vision – We all voted and aligned on the new solutions that we thought created the best new experience and worked together to create the new future vision. We then gave one final presentation to Claims Leadership.
Outcomes
Project Planning - The future vision helped the Claims organization to prioritize the work that would lead us to the new vision.
Immediate Business Value -We identified some short-term solutions that immediately led to shorter claims completion times and increased online digital claim filing. See Case Study on Claim Filing
UX Brought In Earlier - The Claims UX team was able to begin an innovation team that helped to carry out this vision in partnership with Claims Leaders in Technology, Product, and Customer Experience
Visibility of UX - I was selected to present our process to the entire Marketing org as an example for how to work across departments to have a greater impact
