Express Claim Experience for Amazon Protection

Design Workshop Creator | Design Workshop Facilitator | UX Strategy

From time to time, I get asked to help lead teams on a design workshop. This is an example of an Align & Define workshop that focused on aligning the team on an experience problem and defining steps toward creating an experience that will help solve it.

Here you will see the steps that we took to do just that.

The challenge

Asurion was a partner with Amazon and provided product protection for the millions of customers on a wide range of products being sold on the site.

At the time, the claim experience for Amazon customers with the protection was too lengthy and asked for a lot of information which led to customers dropping out of the the web flow and calling into the claim line instead. This cost more workload on the claim agents and it is also a lengthier process.

We know that we need to help convert the claim customers through the web experience. I partnered with the product owner and stakeholders to come up with this problem statement going into the workshop: ”Alexa bought a $75 pair of headphones on Amazon, they broke and she needs to file a claim with only the information on her phone.” And off, we went.

1. Hello opportunities

We took time to understand the problem by starting to look for opportunities to make this experience better. We came up with questions to explore in the workshop. The answers to these questions would lead us toward our new ideas.

2. Top opportunities

Next, we worked to answer the questions we came up with. We then reviewed the existing experience (keeping those answers in mind) and individually wrote down ideas that could make the experience better. We voted to find the top opportunities that will make the greatest impact.

3. A new journey, boxes & arrows

It was now time to ideate on the solutions. We reviewed our top opportunities and began to put a new flow of this experience together, box by box (or customer’s step by step). We kept the problem statement and the answers to our workshop questions in mind along the way.

4. What’s changing? & roadmap

In the final portion of the workshop, we took time to catalog things that we would be changing to create this new experience. We mapped each on the Efforts vs. Impacts quadrants to help prioritize our work. Coming out of the workshop, we had a roadmap of actions and steps to help build this new experience.

Remote workshop notes: Like most collaboration events happening during the Covid era, this was a remote workshop with participants signing in from across time zones. I have been conducting these remote workshops since 2020. I find that careful planning of the agenda, timing and built-in breaks are important for any workshop and even more so in the remote setting. So, planning your agenda well, communicating your agenda ahead of time and reminding the participants about it often during your workshop, helps the flow of the workshop.

Bringing it all together and the result

After sharing the new idea with the stakeholders and getting their buy in. An agile team was put together to work on this new claim experience for Amazon. Using the new journey and roadmap that were the result of the workshop, the team was able to work on this experience, tested and iterated on it.

The result was an experience that is focused on getting just the bare minimum information from the customer that is needed to make a claim decision. This greatly reduced the claim to only a few steps, minimizing the efforts needed on the part of the customers and helped them with their products.