Carolina Medrado
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Optimizing claim journeys at Pier Insurtech
Making claims simple: a UX overhaul for a smoother insurance journey
Status
In development
This case study explores the comprehensive redesign I led of the auto insurance claims submission experience — including Theft, Partial Damage, and 24h Assistance — for our active insurance members. These journeys represent the core interaction users have with our digital insurance product, yet we identified significant friction points:
High cancellation rates (with 73% initiated by members)
Duplicate claim submissions, and
Incomplete or incorrect information.
Through deep data analysis, close collaboration with operations, and a user-centered design approach, we reimagined critical flows to create a clearer, more intuitive, and more efficient experience — reinforcing Pier’s position as a leader in digital-first, customer-centric insurance.
Challenges
Even though the claims journey is one of the most important parts of the insurance experience, it was causing a lot of friction for our members and internal teams. Many users were canceling their claims mid-process, opening duplicate requests, or submitting incorrect information. This led to extra work for the support and operations teams, and frustration for members who just wanted quick help.
We also noticed inconsistencies across teams and tools that made the process harder to manage and improve. Our challenge was to align everyone involved — support, operations, product, acquisition — and redesign a claims journey that was fast, simple, and easy to understand.
Design Solution
We started by mapping the entire claims journey in several service blueprint workshops with teams from support, ops, product, and acquisition. This gave us a full view of how the process worked behind the scenes and where users were struggling.
We also gathered data from support tickets and internal reports to better understand the most common pain points.
Then, we did a full review of the experience, focusing on five key areas:
UX writing,
Information architecture,
UI design,
Visual hierarchy, and
Journey structure.
We rewrote confusing messages to make the language more intuitive, reorganized screens to surface the most important info and actions, and updated the UI to follow Pier’s new branding. We also removed unnecessary steps and reordered fields to better match how users think — especially in stressful moments like a theft or an accident. Every change was made to help people move through the flow more smoothly, with less doubt and more confidence.
Outcomes
While the redesigned claims experience is still in development, early feedback from internal teams has been positive. The new flows are clearer, better aligned with user expectations, and easier to support operationally. By involving multiple teams early on and grounding our decisions in data and real member pain points, we're building a claims journey that’s not only more intuitive, but also scalable and efficient.
Once live, we expect to see a drop in support tickets, fewer cancellations and duplicate submissions, and higher satisfaction from members during one of their most critical moments with the product.
Question about my work?
Carolina Medrado
Menu
Optimizing claim journeys at Pier Insurtech
Making claims simple: a UX overhaul for a smoother insurance journey
Status
In development
This case study explores the comprehensive redesign I led of the auto insurance claims submission experience — including Theft, Partial Damage, and 24h Assistance — for our active insurance members. These journeys represent the core interaction users have with our digital insurance product, yet we identified significant friction points:
High cancellation rates (with 73% initiated by members)
Duplicate claim submissions, and
Incomplete or incorrect information.
Through deep data analysis, close collaboration with operations, and a user-centered design approach, we reimagined critical flows to create a clearer, more intuitive, and more efficient experience — reinforcing Pier’s position as a leader in digital-first, customer-centric insurance.
Challenges
Even though the claims journey is one of the most important parts of the insurance experience, it was causing a lot of friction for our members and internal teams. Many users were canceling their claims mid-process, opening duplicate requests, or submitting incorrect information. This led to extra work for the support and operations teams, and frustration for members who just wanted quick help.
We also noticed inconsistencies across teams and tools that made the process harder to manage and improve. Our challenge was to align everyone involved — support, operations, product, acquisition — and redesign a claims journey that was fast, simple, and easy to understand.
Design Solution
We started by mapping the entire claims journey in several service blueprint workshops with teams from support, ops, product, and acquisition. This gave us a full view of how the process worked behind the scenes and where users were struggling.
We also gathered data from support tickets and internal reports to better understand the most common pain points.
Then, we did a full review of the experience, focusing on five key areas:
UX writing,
Information architecture,
UI design,
Visual hierarchy, and
Journey structure.
We rewrote confusing messages to make the language more intuitive, reorganized screens to surface the most important info and actions, and updated the UI to follow Pier’s new branding. We also removed unnecessary steps and reordered fields to better match how users think — especially in stressful moments like a theft or an accident. Every change was made to help people move through the flow more smoothly, with less doubt and more confidence.
Outcomes
While the redesigned claims experience is still in development, early feedback from internal teams has been positive. The new flows are clearer, better aligned with user expectations, and easier to support operationally. By involving multiple teams early on and grounding our decisions in data and real member pain points, we're building a claims journey that’s not only more intuitive, but also scalable and efficient.
Once live, we expect to see a drop in support tickets, fewer cancellations and duplicate submissions, and higher satisfaction from members during one of their most critical moments with the product.
Question about my work?
Carolina Medrado
Menu
Optimizing claim journeys at Pier Insurtech
Making claims simple: a UX overhaul for a smoother insurance journey
Status
In development
This case study explores the comprehensive redesign I led of the auto insurance claims submission experience — including Theft, Partial Damage, and 24h Assistance — for our active insurance members. These journeys represent the core interaction users have with our digital insurance product, yet we identified significant friction points:
High cancellation rates (with 73% initiated by members)
Duplicate claim submissions, and
Incomplete or incorrect information.
Through deep data analysis, close collaboration with operations, and a user-centered design approach, we reimagined critical flows to create a clearer, more intuitive, and more efficient experience — reinforcing Pier’s position as a leader in digital-first, customer-centric insurance.
Challenges
Even though the claims journey is one of the most important parts of the insurance experience, it was causing a lot of friction for our members and internal teams. Many users were canceling their claims mid-process, opening duplicate requests, or submitting incorrect information. This led to extra work for the support and operations teams, and frustration for members who just wanted quick help.
We also noticed inconsistencies across teams and tools that made the process harder to manage and improve. Our challenge was to align everyone involved — support, operations, product, acquisition — and redesign a claims journey that was fast, simple, and easy to understand.
Design Solution
We started by mapping the entire claims journey in several service blueprint workshops with teams from support, ops, product, and acquisition. This gave us a full view of how the process worked behind the scenes and where users were struggling.
We also gathered data from support tickets and internal reports to better understand the most common pain points.
Then, we did a full review of the experience, focusing on five key areas:
UX writing,
Information architecture,
UI design,
Visual hierarchy, and
Journey structure.
We rewrote confusing messages to make the language more intuitive, reorganized screens to surface the most important info and actions, and updated the UI to follow Pier’s new branding. We also removed unnecessary steps and reordered fields to better match how users think — especially in stressful moments like a theft or an accident. Every change was made to help people move through the flow more smoothly, with less doubt and more confidence.
Outcomes
While the redesigned claims experience is still in development, early feedback from internal teams has been positive. The new flows are clearer, better aligned with user expectations, and easier to support operationally. By involving multiple teams early on and grounding our decisions in data and real member pain points, we're building a claims journey that’s not only more intuitive, but also scalable and efficient.
Once live, we expect to see a drop in support tickets, fewer cancellations and duplicate submissions, and higher satisfaction from members during one of their most critical moments with the product.