Context & Background

Many large global insurance companies still rely on outdated, paper-based workflows. A common flow: download a 20-page PDF, print it, fill it out manually, sign it, and mail it back. This process is slow, expensive, and riddled with human error.

Problem
The experience is overwhelming, time-consuming, and inaccessible — leading to high abandonment rates, incomplete or inaccurate submissions, and significant delays in processing.

Constraints
My redesign needed to:

• Improve completion and accuracy rates

• Be fully accessible (WCAG 2.2 AA)

• Support 8 languages

• Comply with CCPA/GDPR

• Reduce friction and error for both users and internal ops

PDF Insurance intake forms:

The Approach

I audited the original PDFs and mapped out conditional logic. I also studied real user pain points across the insurance space through secondary research and usability patterns.

Key Insights

• Forms were intimidating, especially for older users

• Most users feared making critical mistakes

• Mobile abandonment rates were extremely high

• Real-time feedback, progress tracking, and edit options were missing

  
  

Design Process & Iterations

Initial Steps
I broke down the original form’s IA and restructured it into digestible, conditional steps. Non-relevant fields were hidden unless triggered.

Workflow

• Created a guided user flow

• Built a component-based design system

• Prototyped & tested a multi-step experience for both desktop and mobile

Iterations
Refinements included inline validation, error recovery states, and a clear final review screen. All tested for clarity, efficiency, and ease of use. I moved away from a static form model to a dynamic digital experience — focusing on clarity, context, and control at every step.

Solution & Key Features

Final Experience

• Guided step-by-step flow (mobile & desktop)

• Real-time error feedback

• Auto-save, resume later, and post-submission edit/withdraw options

• Clear final review screen before submit

• Completion time under 7 minutes for standard (n0n-complicated medical history) cases

• Boosted completion rates by 50%

• Cut average submission time by 75%

• Reduce customer support load by 45%

• Improve user trust and confidence

Takeaways & Reflection

What I Learned
Digital transformation isn’t just about replacing paper with pixels — it’s about making the experience frictionless. It’s about adapting the product to how people think, what they need, and how they behave. A well-designed digital form feels invisible — it simply guides users through, clearly and confidently.

What’s Next
I’m excited to apply these learnings to other industries still buried in paperwork — from healthcare and legal to finance and government.