Envisioning the end-to-end experience.
As part oof a dynamic cross-functional team including a business strategist and an engineering-led technical team, I was the design lead for a segment of a multi-faceted 3-year transformational project. The businesses' goal was to transform their motor claims process, aimed at enabling customers to track and manage their claims from a centralized online hub, reduce operational costs and efficiently manage the various complexities of claims processing.
My primary focus was on shaping the design vision and establishing experience principles. I advocated strongly for prioritizing the end user's digital experience. The main challenge we faced was ensuring clarity, intuitiveness, and providing calm reassurance throughout every stage of the user journey, especially in high-stress situations.
This work served as both a strategic roadmap and a comprehensive handover, providing clear guidance for the company's future direction. Internally, it empowered senior stakeholders to assess the internal project's feasibility and business impact for the upcoming year. Below are the designs showcasing the primary screens of the user experience and a placeholder visual language.
