Transforming a Complex Insurance Process into a Simple Self-Service Flow
In partnership with PlayStation, Assurant set out to redesign its insurance journey from the ground up, replacing a bureaucratic process with a intuitive, self-service digital flow. I worked as the Senior Product Designer, leading Discovery, UX/UI, and Prototyping.
Product Design Process
Discovery
Understand the business goals, product context, and user needs through research and interviews.
Ideation
Map flows, define features, and transform insights into actionable design solutions.
Prototyping
Create wireframes and interactive prototypes for validation and stakeholder alignment.
Testing
Conduct usability tests and refinements before handoff to development.
Problems and Metrics
Discovery interviews revealed that users perceive traditional insurance experiences as slow, difficult to understand, heavily dependent on call centers, and filled with legal and technical language. For gamers, this feels outdated and frustrating, creating a major barrier to acquiring a protection plan.
70% of claims required manual support.
45% of users quit before completing activation.
55% didn’t fully understand their coverage.
Findings and Insights
Findings:
- 9–12 steps to file a claim
- 3 systems involved
- Repeated verification steps
- Users had to “wait” at multiple points
Key Insights:
- The flow need to be quick, max.4 steps
- Plain and simple human language
- 100% digital
- Real time status and next Steps
PlayStation Protection Self-Service Hub
A fully redesigned self-service portal/app where users control every aspect of their protection plan. Fast, visually intuitive, and the claim process should be simple enough to complete in minutes.
Core Features
1) Self-Service Dashboard
2) End-to-End Digital Claim Filing
3) Real-Time Repair & Replacement Tracking
1) Self-Service Dashboard
Instead of spreading actions across emails and systems, I designed a single self-service Dashboard where users can:
- View coverage
- File a Claim
- Track claims
- Renew plans
Every action is accessible in one click.
2) Self-Service Claim
Flow
Design Decisions:
- Guided step by step journey
- Asked only few questions per screen
- Used simple language instead of insurance terms
- Removed all non-essential inputs
3) Track my Claim
A major source of frustration was “not knowing what’s happening”. I introduced:
- Clear progress states
- Visual timelines
- Explicit “What happens next” messages
Task completion ease of user flows
Using Lyssna for usability testing, I ran task-completion sessions with users to gather insights into the efficiency and ease of user flows.
