Liberty Mutual Call-To-Action Banners
The Challenge
Low usage of online claim management portal
At the start of my role we saw low user adoption of the online claims management portal after users were dropped into the portal after filing their claim online, with users only visiting an average of one time throughout their claim. Opportunity existed to not only drive users to return to the portal, but also to add value to their claim when their assigned adjuster was unavailable.
Initial State
Portal had limited functionality
The online claim management portal started as a read-only website, and had limited functionality such as listing their adjuster’s email address, as well as updating their policy contact information.
While users were told in offline communications to visit their online account to understand the status of their claim, users did not feel that the claim information provided to them online as enough to understand the status of their claim, or enough features to warrant return visits.
In addition, customers continued to struggle to reach their adjuster via the phone for information on the status of their claim.
User Feedback:
“My Claims Specialist was extremely hard to reach, he did not return my phone calls and emails. There were no updates online and I had to constantly contact him and leave messages. I was only trying to get status updates for my claim”
“The online status is not helpful when you do not know how to move forward.”
“I just received a text saying I could find out more online. I have to say, I didn’t learn anything from checking out the website…”
Strategy Planning
Focusing on the jobs-to-be-done for users and adjusters
Initial Hypothesis: If we provide users with valuable actions they can complete online we will see a reduction in calls to their adjuster, user frustration, and overall cycle time. In addition, we will provide adjusters with valuable information to process the claim with higher quality, faster.
How might we: Identify the most universal calls-to-action across different claim types that we can test with that we would be able to update back to the claim system, and that can add value to the adjuster’s handling of the claim?
Planning: On a call with various claim adjusters, we discussed what they typically look for at the start of the claim as well as what they repeatedly ask policyholders for.
Learnings: Ensuring that adjusters can reach their customer with the most up-to-date contact information, as well as being able to review any information the user has to provide surrounding their claim or damages.
Design & Validation
Clear calls-to-action
Design MoSCoW
Must:
Grab user’s attention
Provide clear direction to user
Be information we can write back to the claim file
Should:
Explain why the information is requested and is of value to them
Be clear and concise
Keep user in the claim portal
Could:
Won’t:
Interfere with any offline claim handling processes or best practices
Takeaway
Universal call-to-action banners will launch, and additional claim flow banners will scale
Final Solution
Business Impact
Phase 2