Intro

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Guidewire provides a software platform for P&C insurers, enabling them to efficiently run and grow their businesses. The company serves a global community of over 350 insurers, spanning various sizes and lines of business across more than 30 countries.  

 

 

 

ROLE
Product Designer

TEAM
1 PM
2 FE & BE Developers

METHOD

IA, User Research, Journey Map, Whiteboard Sessions

 
 
 

The Journey

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Long-term & Opportunities
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Long-term Goal

Lowering the barriers of creating and maintaining digital Claims Intake experiences for insurers.

Problem Statement:
How might we improve the Claim’s Intake development process to …

- Empower business users
- Reduce IT dependency
-Reduce operating expenses

KPI For Success

  • Successful adoption of the product by customers

  • Key driver for Cloud Adoption

 
 
 

Target Users

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As-Is Flow vs. To-Be Flow

I created an as-is user flow to better understand the existing process of creating and developing the Claims Intake experience for insurers. This helped identify the personas involved in each phase and how they interact with one another.

As you can see, the process consists of different stages:

  • Initial setup: Focuses on defining business needs, primarily involving claims executives and business-oriented users.

  • Implementation and post-implementation phases: These stages are where engineering and IT teams play a significant role.

Based on customer feedback, I also developed a to-be user flow. The highlighted areas in yellow represent our primary focus—tasks that are currently performed by IT personnel but could potentially be handled by business users with the right tools. Enabling business users to take on these tasks would significantly reduce processing time and improve efficienc

 
 

Key MVP USE cases

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 Together with PM, we identified the key use cases/ JTBD we want to support for MVP.

As a Business Analyst I want/need to :

  1. Create a First Notice of Loss (FNOL) for a specific Line of Business (LOB) and claim type.

  2. Utilize an Out-of-the-Box (OOTB) claims model based on the claim type (starting with Auto Physical Damage).

  3. Visually design and organize intake questions in a logical order.

  4. Modify and refine question text as needed.

  5. Configure conditional branching to ensure insureds only see relevant questions.

  6. Easily customize answer options for each question.

  7. Define answer types (e.g., radio buttons vs. checkboxes).

  8. Preview FNOL changes to see how they will appear in the digital UI for policyholders.

  9. Simulate and test changes before deploying them to production (likely outside the Intake Designer).

 

Evolve Problem Statement Into a Solution

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Met with PM and Dev to brainstorm possible solutions for each use case.

  1. Ideated based on key insights from customers and SCs.

  2. Explored feasibility with Dev.

 

Inspiration/competetve analysis

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I explored both insurance and non-insurance solutions for inspiration. Some of them included:

 

design iteration

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I developed the initial wireframes, followed by multiple rounds of design iterations based on feedback from PMs, developers, and our design team.

Key considerations:

  • Use of different node colors based on the question's answer type

  • Start and end nodes must always be present and cannot be deleted

  • Ability to add or remove nodes by right-clicking

  • Zoom in/out functionality for better navigation

 

Solution: Digital Claims Intake Designer