Client
ICICI Prudential Life Insurance
Industry
BFSI
Year
Duration
3 Months
(01)
Project overview.
ICICI Prudential's claims journey is one of the most critical experiences in the insurance ecosystem. It is used during emotionally difficult situations while also requiring strict verification, compliance, and operational processes.
I worked on redesigning the digital claims submission journey with the goal of reducing confusion, incomplete submissions, and operational effort. Beyond the customer-facing experience, the project involved understanding backend workflows, verification logic, document requirements, and the operational ecosystem supporting claim processing.
(02)
Challenge.
Designing for users who may be stressed, overwhelmed, and unfamiliar with insurance processes.
Supporting multiple claim scenarios including multiple nominees, joint-life policies, and third-party claimants.
Balancing user simplicity with compliance, verification, and fraud prevention requirements.
Understanding backend dependencies such as OCR validation, document verification, and operational workflows.
Aligning business, operations, technology, and claims teams around a practical solution.
(03)
Result.
The solution is currently under development and has gone through reviews, walkthroughs, and validation sessions with claims teams and branch staff.
Simplified a fragmented claims submission process into a more structured and guided journey.
Reduced dependency on manual form filling through document-driven data extraction and prefilled information.
Improved document submission quality through guided uploads and early error detection.
Designed for multiple claimant and policy scenarios without creating separate experiences.
Focused on reducing operational back-and-forth while improving clarity for both users and support teams.
Note: Due to confidentiality and ongoing development, only selected screens and workflows are shown.
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