UX Cognitive Audit - Chubb

The literature review identified that a combination of lots of small friction points were contributing to an overall poor UX experience. The first page itself was not clear on what customers were expected to do and the call to action was difficult to identify. Within the process, the page transitions updating the claim were ambiguous and it was frustrating for customers as they waited with no clear guidance as to what was happening. The imagery used on pages for  serious ill health claims featured happy smiling families looking at your data on the screen, creating cognitive dissonance, as the customer was filling in sensitive and emotional details and data.

With this and other insights, this allowed our behavioural science team to redesign the pages to create a better customer experience

• Manage Expectations : Throughout the journey, a new progress bar was adopted at the top of every screen, guiding the customers throughout their claim.
  
  
• Create Certainty : When pages were updating, this was communicated to customers so they knew their details were being taken.
  
  
• Connect Emotionally : Use imagery that showed people in control of their documentation, reassuring them emotionally.
  

Overall I believe it is flowing very well and it is in tune with the cognitive capabilities which we are developing

Leo Paul, Chubb