Full redesign of the Claim Submission flow for UPS
UI/UX Designer
Figma
Jira
Confluence
Lion Box
Mural
June 2021 - December 2021
Out of 432 million visitors in the past three months, only 0.2% started the claims process, which is a critical aspect of the logistics process.
Despite being a top search term on the site, only 30% of claims filed on UPS.com are approved and paid, with a low cNPS score of 16 compared to competitors.
The study aims to address the issue of low completion rates by implementing changes to simplify screens, clarify navigation, and humanize language to increase customer satisfaction.
A 70% increase in completion rates
Reduction in time spent filling out the form by 1.5 minutes
A 24% increase in claims filed online, to 73% globally - highest number on record
Savings of $246,182 for GBS
Not interested in my design process? No worries at all.
• Shortened from 7 pages to 3-4 pages (depending on the flow)
• Added progress indicator and improved navigation
• Enhanced photo upload to allow images greater than 1MB
• Created ability to file claims on UPS.com as a DAP customer
If we implement quick wins to the claims process by simplifying screens, clarifying navigation, and humanizing language, we can improve completion rates and satisfaction.
Business
The claims submission process is complex by design
“Resolve a Claim” is UPS’s lowest scoring journey; our cNPS (16) lags FedEx (24) and Amazon (38).
Of the 1.2M users who began the claims process on UPS.com in Q1 2021, only 25% completed it. This number increased to approximately 37% in June 2021 after one screen was removed from the process.
User Experience
Painful user experience (57 steps on average for damage flow, ~15 minutes to complete)
70% of claims submitted are rejected
Unclear communication to the user throughout the flow (errors, modals, submission confirmation)
Long processing time and unclear requirements post-submission
Remove unnecessary steps
Move dead-end yes/no steps up earlier in the process (e.g. available for inspection)
Unclear communication to the user throughout the flow (errors, modals, submission confirmation)
Streamline what’s presented to user based on what we know (e.g. # of packages received should only appear for multi-piece shipments)
Pre-populate wherever possible
Example: Shipper Damage Flow
Keep user oriented within the flow
Ensure each section is balanced (post the removal and restructuring of steps)
Progress Bar Explorations
Add a calculator in package contents section so the user can easily see reimbursement breakdown
Add an outline of claims process early on so the user knows what to expect
Fix hierarchy to reduce cognitive load
The UPS design library was getting a major overhaul, and while we were working on Claims, another team was finalizing a big bulk of UI elements. So with that in mind, we had to come up with a layout that kept global UI as a placeholder.
The following 4.0 Design elements have not been retroactively updated to the comps upon approval. Please keep in mind that all UI elements shown in this presentation are placeholder.
Input fields (inline validation, error states)
Radio buttons
Checkboxes
Text links
Text boxes
Dropdown menus
Iconography
Modals
Tool tips
This section is Work In Progress