My Role

UX Design Director. I led a senior UX designer and a UX writer through the redesign, with a researcher from a partner team supporting the evidence work.

Negotiating Scope

The project arrived as a skin update, not a UX improvement. Working with our development team partners, I negotiated a broader scope that would address the most significant usability issues alongside the design system migration. The guiding principle throughout was simple: this is a difficult moment for the client. Keep it as quick and painless as possible.

What We Changed

The work focused on four areas. First, content and tone: we rewrote the flow in plain, conversational language, added helper text at high-anxiety decision points, and made questions clearer so users understood why they were being asked for information. Second, we addressed the windshield claims problem at the entry point, giving users a clear path before they committed to the wrong flow. Third, we restructured the step sequence to reduce unnecessary questions and allow users to move back and forth without losing progress. Fourth, we added a “What happens next” section at confirmation so users understood what to expect from the adjuster process.

Outcome

The improved claims flow shipped as part of the OAK design system migration. The UX improvements went beyond what was originally scoped, delivered within the same development effort — turning a visual refresh into a meaningful experience improvement for users navigating one of the most stressful moments in their relationship with their insurer.