PASSPORTCARD
Submit a Claim
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The process for submitting
a claim on the website
THE PROJECT
→ Customer: PassportCard
→ Role: Product Designer
→ Team: Product Manager, Developers
ABOUT
In this project, we have redesigned, simplified, and created a better flow of submitting a claim to PassportCard.
We manage many processes digitally - anything from our social lives to travel insurance claims.
The Problem
I’ve noticed that it took users an extended amount of time to finish the claim submission process and it caused them to abandon it. As a result, the number of users calling the help center to submit a claim verbally increased.
THE GOAL
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Motivating users to submit their claims online
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Understanding where the process got stuck
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Attending the users’ pain points that emerge during the process
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Decreasing the number of calls intended to submit a claim verbally
The solution
Redesigning, simplifying, and improving the claim submission process.
The initial solution was to optimize the existing process and create a design system guided by UX\UI principles and best practices.
Submit a Claim - case description
Research
Working on several channels, I understood the users and where the process got stuck:
1. Interviewing users - getting feedback, understanding the pain points they experienced in the process, and evaluating their experience.
2. Monitoring tools—Using Hotjar, I've watched user recordings to understand how long the process took and when abandonment took place.
CONCLUSIONS FROM THE RESEARCH
Distractions
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Unrelated buttons - users could not return to the claiming process after pressing the personal area buttons, which were big and distracting, causing abandonment.
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Background - users’ attention has been caught by background images
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Color intensive progress bar - users tended to stare at the progress bar for long periods of time.
Friction
Conversations with users showed they had experienced a load of complex information, causing concern and uncertainty.
Insights
From Hotjar data and conversations with users, I realized that the most important thing is to ensure that a user can finish the process they started.
Due to the complexity of the claiming process, simplicity and lightness were also
highly desired.
I've decided to break down the long and complex form into steps - the user will always see one CTA button leading to the next step.
Solved Problems
Out of the many problems we've solved, I chose to highlight two main ones:
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The Wizard
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The Step Disassembly
WIZARD
Before
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An important step was missing - “Claim Type”.
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Misuse of a Complementary Color Palette - while complementary colors are designed to attract the user's attention, the focus here should be on the process itself.
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Unrelated Buttons - Irrelevant buttons for the personal area of the website attracted the user’s attention and made them abandon the process.
After
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I’ve added all the necessary steps.
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'Light' Color Palette - to direct the user’s attention toward the claim submission itself, I’ve removed the complementary colors.
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Irrelevant buttons - to keep the user in the process, I’ve removed all unnecessary buttons.
'Claim Type' - A clean & simple first step
STEP DISASSEMBLY
Before
Before filling in the cause treatment details, the user could already add another claim. This caused confusion and overload. A clear and continuous flow was needed here.
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After
To be clear and transparent with the users, I've created a continuous, distraction-free flow.
I've broken down these overwhelming steps so the user will always see one CTA button which leads to the next step in line.
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Submit a Claim - full process