AIA+ Claims Redesign

Reimagining the mobile claims journey with OCR to improve task success and reduce submission time.

Mobile

B2C

Insurance

[2023-2024]

The AIA+ insurance mobile app serves over 1 million customers, and claim submission was the top 3 most valued services.

AIA+ is a mobile app offering insurance management features like policy oversight, claim submission, doctor search, and profile customization. A Features Desirability Survey with 358 responses revealed claim submission as one of the top 3 most valued and used services. Given its importance, redesigning the claim submission flow became a priority to boost user satisfaction and efficiency.

Services

UX/UI Design, Research

Project timeline

9 months

Team

Edward Chan, Kat Lam, Brian Yeung, Jr designers.

Project Highlights

By focusing on a personalized user experience, the homepage has become a more engaging, relevant, and productive entry point that successfully guides users through an experience that feels uniquely theirs.

9.3

User preference score

Representing a 20% increase from the legacy design

9.3

User preference score

Representing a 20% increase from the legacy design

4/5

Net Promoter Score

from internal panels

4/5

Net Promoter Score

from internal panels

First

insurance institution

to implement OCR technology in the claim submission process

First

insurance institution

to implement OCR technology in the claim submission process

Customers expect a form-filling experience that requires less effort, our aim is to enhance efficiency, boost customer satisfaction and minimize help requests.

🧨 Challenges

Customers often spend a long time and expend unnecessary effort filling in lengthy forms when submitting a claim. However, claims are services tightly tied to operations and compliance, with most fields being mandatory.

🎯 Project Objectives

Our primary goals for this project are threefold:

Streamline the claim submission process to enhance efficiency
Boost the System Usability Scale (SUS) to reflect improved customer satisfaction
Reduce the volume of help requests directed to our call center, indicating a more intuitive and user-friendly interface

These objectives align with our commitment to continuous improvement and customer-centric design in the AIA+ app.

The existing design receive 7.9 user preference score and ranked 2nd in a competitor analysis.

At the start of the project, we analyzed 5 major insurance companies in Hong Kong, including Manulife, Sun Life, and FWD, AXA, Bowtie, to understand common pain points and discover rooms of improvement.

💡 Key insights:

Unnecessary Friction
Unclear instructions
Inappropriate grouping of fields

We decided to suggest a faster input by implementing OCR technology

With the problem defined, we brainstormed and ideated solutions in a co-create workshop, and move with the direction on applying Optical Character Recognition (OCR), according to below design principles:

1 The Paradox of Choice: Present few choices

The more choices a person is presented with, the harder it is for them to choose. Remove the “nice to haves” and focus instead of the necessary alternatives a person needs to make in order to greatly impact the outcome.

1 The Paradox of Choice: Present few choices

The more options you show, the harder it is to decide. Remove the “nice-to-haves” and focus only on the choices that truly impact the outcome.

1 The Paradox of Choice: Present few choices

2 Avoid jargon

Remember that the experience is about the customer, not the business. Be clear, kind and use widely understood terminology.

2 Avoid jargon

Remember that the experience is about the customer, not the business. Be clear, kind and use widely understood terminology.

2 Avoid jargon

Remember that the experience is about the customer, not the business. Be clear, kind and use widely understood terminology.

3 Make things efficient

Efficiency allows for productivity and reduced effort, and a streamlined design allows more to get done in the same amount of time. Creating efficiency demonstrates a great deal of respect for your customers, and they’ll be sure to notice.

3 Make things efficient

Optimize OCR accuracy through precise scanning tips

OCR scanning accuracy relies heavily on image quality.

Cropped information, blurry photos, shadows, and reflections can lower OCR performance.

Providing clear instructions to users can educate them and promote effective use of OCR technology.

Make the wait feel enjoyable with animation sequence

OCR takes time to analyze characters captured from images, typically 30 seconds to a few minutes. To address this, we designed an engaging animation that serves these purposes:

It provides visual feedback, assuring users that their document is being processed
It offers helpful tips to improve OCR accuracy, such as proper document positioning
The playful design elements keep users entertained, making the waiting time seem shorter

Reduce friction by minimizing manual input. Prevent errors with timely reminders.

OCR technology reduces manual input by pre-filling data from receipts, enabling quick claim verification and submission. The UX team designed the user journey based on technical constraints and edge cases.

Targeting 90% scanning accuracy. For incorrect or missing data, users can manually input information. A pop-up reminds users to verify pre-filled data.

If confidence level drops below 70% due to poor photo quality, users are prompted to retake the photo, ensuring higher accuracy.

Final Design

Final observations

Integrating OCR technology was more complex than initially anticipated, requiring close collaboration with the technical team to address accuracy issues.

Balancing user needs with business requirements highlighted the importance of stakeholder engagement and incremental approvals.
Ensuring alignment with AIA's new design system required meticulous attention to detail and frequent iterations.
Necessity of continuous user research and usability testing to drive ongoing improvements and keep pace with evolving customer needs