Claims routing

problem

Aegon has many business lines and products, with different journeys and steps both for users and within the company. It is not easy for the customer to find the right channel to make a claim.

approach

Help users to find the right channel fast by routing them through a conversational approach.

output

User flows, wireframes, interactive prototypes, usability testing, and visual design.

outcome

This conversational approach performed much better in A/B testing than a static copy based approach, had more positive user feedback and generated less phone calls.

Context

Aegon has many business lines and products, with different journeys and steps both for users and within the company. It is not easy for the customer to find the right channel.

There is a correlation between a confusing user experience and volume of calls.

Users would like to find the right channel fast. Having a user read a description of all available options and only then selecting the right one for the situation was not efficient or user friendly.

My Role

I was the UX lead for this project, working closely together with the PO, stakeholders from each business line, user researcher and developers.

Solution

To help users find the right journey for their claims as directly as possible, we mapped each of these journeys and adopted a conversational approach to route users to their right action.

Once the user has selected the option that applies to his/her situation, a series of questions brings him/her to the right option for the situation (repair-shop, online report, phone, liability).