Car Insurance Service
SERVICE DESIGN / UX DESIGN
Trusted Auto Insurance Service
AI driven Auto Insurance service include 'Insurance Camera', B-end Claim Data and management platform.
'Insurance Camera' app was honoured with the 'Innovation Award' at the China Internet Automobile Venture Capital Forum. The product, leveraging smart image recognition along with user-friendly design, revolutionised the car insurance claim process by making it more fair and transparent. Following its launch, the app achieved significant milestones, 1,000 seed users in the first month. Average 7 mins to complete an appraisal based on First Notice of Loss photos. 30% of claims were reviewed without human involvement.
TIME
2019-2021
ROLE
Lead UX / UI Designer
DELIVERABLES
UX Principle
Service Blueprint
User flows
User Interface
Background
These numbers may give you a better understanding of the challenges and opportunities we face:
By the end of 2018, more than 6 million cars were in Beijing, including more than 3 million private cars, more than 20% of novice drivers.
Beijing daily average number of insurance claims 10,000 times
In this context, 68% of respondents expressed that they are “Unsatisfied” or “Very unsatisfied” with auto insurance services
Understand industry and user
Our work begins with understanding the industry existing business logic, barriers and opportunities. In the opening month, we conducted over a dozen meetings, extensive desktop research and active dialogue with industry experts.
We have determined the business goal: with APP and Mini program as the entrance, the user can submit the car service demand online.
Also, the outlets provide services to users after receiving the demand and provide digital document processing and feedback tools for the repair shop. This upgrade can greatly improve business efficiency and customer maintenance and expansion capabilities.
Research & Insight
In order to better understand the views of everyone involved in the service, I led set up a "Insurance Lab" internally. The lab includes several actors:
Target users, insurance company frontline salesmen, traffic police.
Through this lab, we wanted to study and find out where the insurance service system is misaligned with the needs of today's users and to optimise the service process and experience. We conducted more than 30 face-to-face interviews with stakeholders to find areas of improvement and innovation.
Mapping persona and journey for key stakeholders.
Trough in-depth interview to stakeholders and users, we finally came up with the following insights into the insurance service ecosystem:
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The claims process involves many steps and lacks transparency, resulting in high learning and operating costs
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New drivers often struggle with accident procedures and feel overwhelmed during unexpected incidents.
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New drivers and fraud cases lead to high claiming rate in insurance companies.
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Insurance companies devote a lot of manpower and money to handling disputes.
After several months of in-depth research and meetings, the team reached a consensus that the MVP of our product will focus on solving one problem:
We want to design a product that can help users reduce anxiety when facing complex traffic accidents and establish trust with insurance at the first opportunity.
Innovative strategies and solutions
As a result of the co-creation process, we were able to deliver a AI driven, user friendly solution for the whole auto insurance experience, which included a brand strategy, end-to-end digital product design for the salesperson, the insurance manager and the customer, and an integrated online and offline experience design.
The new service in effect reduces the number of steps in the claims process.
A blueprint of services for users at different stages
Key result
Average 7 mins to complete an appraisal based on First Notice of Loss photos.
30% of claims were reviewed without human involvement.
— Feedback for seed users
“I feel like I'm being treated like a human being (rather than a ball)”