FRAMER
Baloise was facing growing challenges with misfiled and incomplete online claim reports, which led to frustration for customers and high manual efforts in customer service. At the same time, a new claims system was prepared to implement to enable end-to-end automation, but, without structured data collection, this long-term goal was at risk.
In this project, I redesigned the claim reporting experience to guide customers through a clear journey, enable structured input, and prepare the ground for automation. As a result, more customers completed their claims online, customer service teams spent less time on manual clarifications, and customer satisfaction increased measurably.
Filing a claim at Baloise was often confusing. With multiple entry points and no clear journey, customers frequently chose the wrong form, leaving reports incomplete and forcing customer service to step in. In some cases, it wasn’t even possible to provide essential details, such as when someone other than the policy holder was driving — leading many customers to abandon the process and call instead. As a result, almost every online claim required manual follow-up. This created high operational effort and meant that, despite investments in a new claims system, the level of automation achievable would have been very low — putting efficiency and ROI at risk.
Therefore, we redefined the problem to: How can we optimise the user experience and connect to the new system?
I began by benchmarking competitor claim journeys to understand how other insurers guided users through complex reporting. From there, I mapped Baloise’s data requirements against our existing prototype and experimented with different journeys to see how we could simplify the flow without losing essential information. Based on these insights, I prototyped a unified claim form that worked across all use cases — from authenticated portal users to third-party reporters — and refined the UI within our new design system. Throughout the process, I aligned with business stakeholders, collaborated closely with front- and backend developers, and defined success metrics to measure both product and UX impact after launch.
Entry point and Triage
We decided to streamline the entry points to one single entry point and to break down complexity with triage. First triaging between private and business customers, then across insurance products, and then between types of claims. This should reduce the number of misfiled claims and time to manually sort the claim files.
Process overview
Customers are guided through clear sections: who are you?, what happened?, what are the next steps?, and summary. To provide orientation, I added a section overview that reappears once a customer has completed each section, helping users track their progress.
Identification at the beginning
We designed the claim form to start with user identification, allowing registered users to skip the pre-filled “who are you?” section and complete faster. Third parties could file as injured, liable person or someone related to the policy holder. I split the identification between customers and non-customers, requiring non-customers to specify their role and add contact details - an additional step that clarified third-party claims and ensured automation ready data. For non-portal users, the form collected the same details as the sign-up flow, making future onboarding simple.
Simple and easy input
I designed the claim process as a guided, click-through flow with only a few input fields. This reduced the typing effort, limited errors, and ensured data was structured for automation. Where additional input was needed, such as describing the cause of damage, providing details in complex liability cases, or adding final notes, these fields were either combined with guidance to support customers or designed to preserve structured data.
Baloise was facing growing challenges with misfiled and incomplete online claim reports, which led to frustration for customers and high manual efforts in customer service. At the same time, a new claims system was prepared to implement to enable end-to-end automation, but, without structured data collection, this long-term goal was at risk.
In this project, I redesigned the claim reporting experience to guide customers through a clear journey, enable structured input, and prepare the ground for automation. As a result, more customers completed their claims online, customer service teams spent less time on manual clarifications, and customer satisfaction increased measurably.
Filing a claim at Baloise was often confusing. With multiple entry points and no clear journey, customers frequently chose the wrong form, leaving reports incomplete and forcing customer service to step in. In some cases, it wasn’t even possible to provide essential details, such as when someone other than the policy holder was driving — leading many customers to abandon the process and call instead. As a result, almost every online claim required manual follow-up. This created high operational effort and meant that, despite investments in a new claims system, the level of automation achievable would have been very low — putting efficiency and ROI at risk.
Therefore, we redefined the problem to: How can we optimise the user experience and connect to the new system?
Framer 2023
Amsterdam