Context

The claim form, a crucial touchpoint for customers seeking care for their pets, was originally launched as an MVP with functional yet unrefined UX/UI. As Pumpkin grew, it became clear that the form's design no longer met the evolving needs of our users . Users often struggled with understanding if a visit was related to insurance or preventive care, and faced issues uploading documents correctly, impacting their experience and our operational efficiency.
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Another key business reason for re-visiting the claim form at this time was in preparation to automate certain types of claims. We would need to collect additional pieces of information from policyholders to support automation. Improving the UX of the form while adding these additional fields was a core design challenge on this project.

Before our redesign, users encountered several challenges with our current claim form: an unintuitive and outdated UI, lots of text, difficulty distinguishing between types of claims, and more.

Approach & Process

Problem

How can we simplify our claims experience for customers while ensuring they feel confident in the information they've provided?

Project Approach

Facing the dual challenge of enhancing the user experience for pet owners while integrating necessary automation features, I began a comprehensive redesign.

Discovery: Leveraged insights from observing user sessions in Full Story. Incorporated customer feedback from previous research to rationalize design decisions.
‍Stakeholder Collaboration: Interviewed stakeholders across the organization to get their feedback on the current claim form. Worked closely with my team's PM and tech lead to align design goals with technical constraints, automation requirements, and business objectives.
‍Growing Our Design System: As we had recently begun building a new design system, this work would set the standard for any future form-based experience. I also created a set of reusable UI components that ensured consistency across Pumpkin's experience and facilitated future scalability.

Before beginning high-fidelity designs, I created wireframes with content blocks to align my team & stakeholders behind my vision for the claim form, and ensure my PM and tech lead could provide me with feedback on automation requirements and feasibility. I held a session with my PM to discuss which features were must-have, should-have, and nice-to-have.

Design Goals

Align form with a user’s mental model of claims while fulfilling requirements for automation

Provide education in context, and give personalized next steps, to inspire confidence

Modernize the UI, creating new components to be used across our design system

Fix known issues with our current claim form

New Component Specs: Uploader

New Component Specs: Typeahead Search

Some examples of the detailed specs I created for engineers to understand the new components that were added to the design system. New components were built with future use cases in mind.

Impact & What's Next

More details to come on the impact when it's released in April 2024. We anticipate automation will lead to strong positive impacts on customer experience, adjuster efficiency, and cost savings. We will also measure the impact of the claim form enhancements on a customer satisfaction score collected after claim submission.
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Out of scope for this project was re-visiting the experience of customers viewing and tracking claims. I will tackle this aspect of the claim journey along with a stream of work that will enable veterinarians to submit claims for their customers through PawPortal.