AmFam processes more than 250,000 online premium payments per month.
Role: Led UX on a remote scrum team (based across the U.S.) for American Family Insurance's billing and payments product group in Madison, WI.
Conducted UX research, and produced prototypes, and figma designs for customer-facing account management on mobile and responsive web apps.
• Product Manager
• Product Owner
• UX Designer
• Android Developer
• iOS Developer
• Web Developers (2)
• Analytics SpecialistProblem: American Family's online bill pay flow experienced an unusually high number of abandoned payments, which resulted in a surge in customer support calls and increased late payments.
Challenge: Due to AmFam’s liability, customer-facing UX designers were prohibited from interviewing customers.
UX Research: To gather viable insights, I analyzed billing-related customer calls and interviewed call center reps and employees who were American Family customers. My findings revealed confusion within the payment flow, driving customers to call for assistance.
Check out this prototype I used for testing.
Unnecessarily complicated: After conducting further UX inventory of the bill payment flow on all three platforms (Android, iOS, and Web), I discovered duplicate UI, which required customers to learn multiple design patterns to accomplish the same task.
UX/UI Goals to increase bill payment conversions.
One form only, Create a single form to streamline the process, giving customers one central place to complete all tasks.
Edit the flow, streamline payment to reduce confusion, increase online completion rates, and reduce the need for customer support calls.
Explore E-commerce patterns, Transform the insurance payment process by leveraging e-commerce patterns, making it feel less like a traditional bill.
Solution: We resolved the issue of customer confusion by integrating e-commerce design patterns. UX research confirmed this, as customers quickly grasped the edit cart-style prototype, proving the solution's effectiveness in simplifying the payment flow and increasing understanding.
Paying felt more like shopping than paying a bill.
Review payment (iOS)
Result: By consolidating forms, simplifying the payment flow with e-commerce design, and adding an "Edit Payment" button, we achieved:
★ Sped up average completion by 27%
★ Increased successful payments.
★ Reduced abandoned payments.
★ Lowered billing support calls.
★ Accelerated payment collection.
