Client
ICICI Prudential Life Insurance
Industry
Finance
Year
Duration
3 Months
(01)
Project overview.
ICICI Prudential’s digital claims journey is one of the most critical systems in the business, used at a highly emotional moment and tightly governed by compliance, risk, and operational constraints.
I worked on redesigning the claims experience as a standalone initiative, going beyond screens to understand the underlying process, verification logic, and system dependencies. The focus was to reduce processing time, TAT, and manual effort while improving CSAT and reducing ambiguity for users, and making the system easier to operate at scale.
(02)
Challenge.
Designing something people use when a family member has just passed away, when they are confused, stressed, and not thinking clearly.
Making sure the flow felt simple for users, while still satisfying compliance, fraud checks, and internal audit requirements
Working around backend realities like OCR accuracy issues, file size limits, and system dependencies that couldn’t just be redesigned.
Sitting with claims, IT, and business teams to resolve disagreements and make trade-offs.
Reducing manual follow-ups and operational back-and-forth without increasing risk exposure for the company.
(03)
Result.
The system is currently under development. The following outcomes are based on internal walkthroughs, testing, and comparison against the existing live claims flow.
Simplified a fragmented multi-step claims journey into a structured system to reduce incomplete submissions and drop-offs, and improve CSAT
Focused on reducing claim turnaround time (TAT) by improving submission quality and reducing downstream processing delays.
Improved document submission experience to increase first-time-right submissions and reduce operational rework.
Designed to improve submission quality, reduce operational friction, and shorten processing time without increasing risk.
Reframed the problem from improving screens to improving how the claims system works end-to-end.
P.S. Due to NDA and confidentiality, detailed screens and internal workflows cannot be shared publicly.
