Petplan
Insure-Tech | Pet insurance
Pet insurance made easy through upgrades to their .com and integrated app experience.
Petplan was technologically behind in their approach to insurance. They wanted to bring themselves into the modern era and join their competition in the Insure-Tech realm. My role was the Lead Interaction Designer, and our remit was to advise and bring their UX up to and beyond the gold standard today. This project is currently in development.
Using their data, we analyzed and identified challenges to users, and validated the causes for the challenges they were facing. We found that most of their customers found their interface to be confusing and would instead call the Pet Plan call center. This led to frustration for the user and the need for a large call center. To improve the business’ bottom line and the user’s overall experience, we needed to create a concept that simplify, streamline, add explanations to each step along the user’s path.
For this reason, I developed a system in which the main paradigm is the chatbot (AI). The chatbot (who we named Cub) would be ever-present to the user, fully integrated into every experience from browsing blog pages, to changing a phone number. The user would be taught through a chatbot assistant as they first engaged with the website and through an immersive web-experience, the chatbot will lightly guide the user through initial onboarding passively teaching the user to find it when they needed help the next time.
Learning about the user as they go through the purchase flow
Once the user buys a policy, Cub onboards the new user to their dashboard. By the time the user is at their dashboard, they are already trained and accustomed to interfacing with the assistant. The foundation of my concept is for the user to reach for the chatbot for anything they need instead of calling into the call center.
Onboarding and education + introduction to interacting with the Chatbot AI.
The chatbot is also preloaded with responses and able to answers a wealth of questions. The chatbot is also the ever-present FAQ module and can appear at just the right moment to be helpful. When the user needs to file a claim the Chatbot is there to help.
Submitting a claim is easy with the help of AI
Also related to the claims process, we gamified dashboard that simplifies updating personal information and solves several of the problems users face when trying to file a claim: Difficulty finding their old claims, understanding the claims process and information needed, understanding the rejection of a claim.
There are many other facets and details about this project that I would love to share: Self-Service, robust notifications, improved browsing with a built in sales funnel, and more.
A brief process explanation: At Code and Theory, the Interaction Designers, like myself, are responsible to design and define the User Experience. We create CRDs, Lo-Fi Wires and Hi-Fi wires where needed. We work closely with the Visual Designers who turn wires into world class art. View my wires for Desktop and wires for the Mobile app