AIA App Case Study

“Transforming complexity into clarity, AIA app claims process made easy and confident.”

  • User Experience Research

  • User Journey Flow

  • Design System

  • Prototype Wireframe

More than 50% of AIA policy holders installed the app but do not use it.

As the customer base grows, agents are spending a significant amount of time assisting clients with basic tasks like filing claims, limiting their ability to focus on other responsibilities.

I conducted a few researchs to dive deep into this issue and highlight the biggest pain point that deters users from using the app.

Ultimately, users want a straightforward and ‘relatable’ experience.

Research Method Used:

SWOT Analysis | UX Heuristics | User Survey | User Interview

We’ve decided on the course of action.
What’s next?

After defining the scope of work, the next step is to evaluate and enhance the existing user journey. We segmented the current user base into three profiles, each with their own needs and expectations from the app.

By analyzing these user profiles and mapping their journeys, we identified gaps between user expectations and the app's current offerings. Prioritizing these gaps based on their severity and impact allowed us to strategically allocate resources, focusing on the most critical pain points.

Putting it all together.
Improving the interface to fit our solution.

We know the why, we know the how. Time to bring the ideas to life.

Creating a design system ensures consistency in the final product especially when multiple designers are involved in the same project.

Prototyping, from low to high fidelity, ensures designs are iteratively tested and validated, resulting in a final product that is dependable and user-focused.

The redesigned claim submission journey have managed to shorten the completion time from 6 minutes to under 3 minutes which shows that users spend lesser time inputting unnecessary information.

Despite the initial struggle, I learnt the importance of data gathering and how crucial it is to strategize and ask the right questions to validate your hypotheses.

This project also validated the value of using copy that is centered around user’s core motivation, and I look forward to applying the same approach to the rest of the site.