Understanding user challenges
Ansel is a digital health insurance platform focused on modernizing how users access and manage supplemental coverage through web and mobile experiences.
As part of product evolution, the focus shifted to improving how users submit and track claims—one of the most critical and high-friction moments in the experience.
Objective
Simplify the claim submission process
Reduce administrative overhead
Improve transparency with real-time updates
Increase user adoption and engagement
Insight & Problem
Through discovery and user research, we identified that users struggled with slow, complex, and unclear claim submission processes.
Key challenges:
Claim submission required too much effort and time
Users were unsure what documentation was needed
Interfaces felt complex, especially for less tech-savvy users
Lack of visibility created uncertainty after submission
Key insight:
Users don’t want to manage insurance—they want a fast, clear way to complete tasks with confidence.
Approach (Design Thinking)
Defined proto-personas representing different user needs (tech-savvy vs non-tech-savvy users)
Mapped the end-to-end claim journey from discovery to tracking
Identified friction across onboarding, submission, and follow-up
Iterated through wireframes → prototypes → feedback cycles
Validated solutions through usability testing and stakeholder alignment
Designing the experience
Step-by-step flow → simplified claim submission into 3 clear steps
Flexible documentation upload → allowing submission with minimal requirements
Contextual guidance → helping users understand what to provide
Real-time feedback → keeping users informed at every stage
Cross-platform consistency → unified web and mobile experience
Solution
A streamlined, user-centered claim submission experience:
3-step claim flow: input → upload → review & submit
Document assistance modal to guide users
Real-time tracking dashboard with status updates
Push notifications and email confirmations
Claim history and transparency across interactions
Backend integration (Salesforce) to ensure efficient internal processing
The experience shifts from complex workflows → guided, intuitive interactions
Outcome
Users can now:
Submit claims quickly with minimal friction
Understand what’s required without confusion
Track progress in real time
Feel confident and supported throughout the process
Submit claim mobile flow
Mobile view
Impact
Users can now:
+40% increase in claims submitted via mobile
Reduced administrative workload and processing time
Improved efficiency in internal workflows
Strengthened perception of Ansel as a user-friendly digital platform
