1. The Challenge:
We were tasked with an ambitious goal—transforming the outdated, paper-based Personal Accident claims system into a digital platform. With complex user pain points and a process rooted in tradition, we had to make the experience seamless, intuitive, and emotionally supportive.
This wasn’t just a system update—it was a complete overhaul of how customers interact with Personal Accident claims.
2. The Approach:
Using the double diamond framework, we dived deep into the claims process to understand every frustration. Our solution? Introduce progressive disclosure, timely notifications, and transparent communication to guide users through the process without overwhelming them.
Every step was designed to bring clarity and ease to what is often an emotionally charged journey.
Role & Responsibilities
As the UX Lead/Manager, I was at the forefront of guiding this transformation. My role wasn’t just about design—it was about strategy, collaboration, and empathy.
I led the design team to craft a solution that truly addressed user pain points, while also ensuring our journey remained SFTP compliant, a critical goal of the project. The emotional weight of claims was a driving force behind our every decision.
Position / Role
Stragtegist
Position / Role
Collaborator
Position / Role
Empath
The Design Process
With urgency driving our every move, we conducted three levels of research—interviewing past claimants, consulting with our operations team to uncover common intervention points, and benchmarking against competitors to find the best practices in the industry.
Research & Discovery
We knew we had to get creative. We tested several approaches, from mimicking traditional forms to reducing cognitive load by asking one question at a time. Ultimately, we developed a solution that simplified the process while ensuring users felt supported every step of the way.
Ideation
This wasn’t a "one-and-done" process. We iterated continuously, working closely with the operations and business teams to gather feedback. With each refinement, the design became more intuitive and user-centric, setting us up for a successful launch.
Prototyping & Testing
Challenges & Solutions
Bringing an offline process online was no small feat. We quickly realized that users approached digital forms differently. Many left sections blank out of uncertainty, leading to failed submissions.
How We Solved It: We implemented progressive disclosure, revealing only the necessary information at each step. We also added helpful tooltips to guide users through tricky sections, and real-time notifications kept them informed of their progress.
This combination made the claims process clearer and far less intimidating.
This project reinforced the importance of empathy in UX design. Claims are not just a form to fill out—they represent real moments of stress for users. Understanding their emotional state was key to designing a solution that truly served their needs.
I learned that sometimes, the best solutions come not just from design principles, but from understanding human experiences. This project was a powerful reminder to think beyond the screen and consider the real-world challenges users face.
Reflection
31%
Reduction in follow-up cases
The digital claims journey was an undeniable success. In just 6 months, 32% of all claims were submitted online, and we saw a 31% reduction in follow-up cases.
Even more impressive was the 52% improvement in settlement rates — users were completing their claims faster and receiving payout quicker than ever before.
Users expressed relief at the simplicity of the process but wanted even fewer questions, especially with the introduction of auto-populated fields. The feedback fueled our next wave of improvements.
The Payoff
Hey, I'm James, a UX Manager, Product Owner, and relentless design enthusiast! I lead kick-ass teams to create user-focused experiences that not only solve problems but also spark joy for businesses and their users.
I believe great design starts with people – understanding the creators and the users. With a mix of creativity, strategy, and a love for human-centred solutions, I bring ideas to life that truly make an impact!
jameschiamxw@gmail.com
+65 8201 2424
© 2025 by James Chiam
Made with Love