Reimagining End-to-End Auto Claims Through Service Design

The Project: This project focused on improving a commercial auto claims experience for a global insurer, spanning the full journey from first notice of loss through resolution. The process involved multiple stakeholders, drivers, fleet managers, brokers, and claims teams, and required a more unified, user-centered approach to reduce friction and improve consistency across the service.

The Challenge: The claims experience was fragmented, manual, and inconsistent across roles, leading to delays, miscommunication, and user frustration. There was no shared understanding of the end-to-end journey or the critical “moments that matter,” making it difficult for the organization to prioritize improvements or modernize the experience effectively.

My Role: As the Service Designer, I led a qualitative discovery effort, guiding a small team through research, synthesis, and journey mapping. I partnered closely with stakeholders to translate insights into actionable service improvements that informed product strategy and operational transformation.

Our Approach:

• Conducted in-depth stakeholder interviews across key user groups, including drivers, brokers, and fleet managers, to capture a holistic view of the claims journey.

• Synthesized 125+ data points and translated them into personas and end-to-end journey maps, highlighting pain points, breakdowns in communication, and opportunities for improvement.

• Facilitated synthesis sessions to align stakeholders around shared insights and identified key themes, including inconsistent reporting practices, unclear communication touchpoints, and lack of technology support.

Deliverables

• Journey map

• Customer claims experience guiding principles

• Strategic recommendations and opportunities for improvement