Conversational claims status for AXA: Validated prototype in 3 months
A chat-based interface makes the status of an insurance claim understandable. Developed through several testing rounds to reduce uncertainty and call-centre questions.
The result in one sentence
Validated prototype in 3 months, key pain points solved and support demand addressed.
UX Designer, User Researcher, Prototyping Lead
Product Manager · Business Analyst
After reporting a claim, customers no longer knew who was supposed to act next and called to find out.
Opaque process
It was unclear whether AXA, the repair shop or the customer had the next step.
Support costs caused by uncertainty
Status questions consumed call-centre capacity, sometimes repeatedly for the same claim.
No simple digital upload
Invoices and photos could not be added conveniently.
The obvious solutions failed in testing.
Fragmented communication
Customers had to chase AXA, repair shops and other parties themselves.
Unclear UI patterns
Early concepts did not show where new information appeared, so users looked in the wrong places.
No end-to-end logic
Status tracking, document uploads and questions had never been designed as one journey.
Test evidence challenged the design
The first usability tests showed that existing approaches actually made the problem worse.
I joined an ongoing project, named the UX problems and found the solution through testing rather than declaring it upfront.
Qualitative research first
Interviews with affected customers along their real claims journey.
Audit the existing concept
Scroll ambiguity, missing status logic and lack of interaction were identified as the core issues.
Several prototyping loops
Different UI approaches were tested, with the conversational interface performing best with users.
Use a familiar pattern
A chat interface with clear status, upload and questions, familiar from messaging apps and requiring no learning.
All key pain points solved
Status clarity, orientation and interaction were confirmed in testing.
Validated prototype in 3 months
Despite taking over an already running project.
Self-explanatory in user testing
The interface was repeatedly described as familiar and helpful.
Evidence for UX investment
Implementation was postponed, but the project became internal evidence of how quickly iterative UX can produce better solutions.
What I take away from it
Good design without implementation budget stays on paper
Resource planning belongs in the concept phase. I now clarify it before the first prototype.
Iterative testing finds solutions nobody writes into a brief
The conversational UI was not in any requirement. It emerged from user feedback.
Projects can influence beyond their output
Even without launch, this project made human-centred design more visible inside AXA.
+23.1% revenue: Regional A-spot personalisation with product bubbles
+20.5% conversion and +23.1% revenue through regional personalisation, at 95% significance.
+148 sales: Phone flyout wins across channels even as online sales fall
−24 online, +148 inbound: +8.5% conversion across channels.
−25% orders: Why partial guidance is worse than none
−78% mobile orders: incomplete guidance sends people away from what they actually need.