Document Automation: Acting on User Pain Points
Research to Development - Pie Insurance
The Problem
Managing insurance documentation was a time-consuming, manual process for both internal teams and customers. Internally, our customer service team had to manually process online account compliance and regulatory agreements, requiring printed documentation to be mailed to customers—adding inefficiency and delays.
On the customer side, obtaining Proof of Insurance and Certificates of Insurance was a common frustration. Customers needed quick access to these documents, but delays occurred due to underwriting assessments for Certificates of Insurance, even when a simpler Proof of Insurance would suffice.
My Role
I collaborated with the Customer Account Technology team to conceptualize and implement solutions that streamlined documentation processes, reduced manual workloads, and enhanced the customer experience. Partnering with legal and compliance teams, I ensured regulatory requirements were met while designing a seamless opt-in flow for digital document delivery. I developed and prototyped a “terms and conditions” acceptance modal, allowing users to opt into paperless delivery upon their first login. If dismissed, the modal would reappear at the next login, ensuring continued engagement. I worked closely with development to assess feasibility, refine interactions, and conduct post-development testing to ensure a smooth rollout.
To further automate documentation, I led the design of an instant Proof of Insurance feature, eliminating the 24-hour underwriting review wait time. Through user interviews, we identified a standard industry approach and collaborated with legal to implement a solution requiring users to confirm business details via a simple checkbox. I iterated on wireframes in Balsamiq, tested low-fidelity concepts, and refined a high-fidelity prototype for final development. The launched feature significantly improved efficiency and accessibility.​
Understanding the User
User interviews were conducted with six small business owners to understand how they perceive being able to receive a certificate of insurance and what it means for their day-to-day business. From those interviews, along with metrics from customer service phone call volume, we were able to collect insights that informed the decision to add the ability to request a document displaying their proof of coverage.
Research Findings
​Pie's customers have an appetite for a Proof of Insurance document. This lightweight alternative could be an instantaneous option to the more formal COl. Observations 3 of 5 participants mentioned using policy details and the dashboard as proof of coverage 4 of 5 participants were able to articulate the difference between proof of insurance and a certificate of insurance Participant Feedback "So proof of insurance is basically just saying I have insurance. It probably, it really just looks like this front page, just policy period, the state, you know, it's very basic information." "Certificate of insurance actually is something that they certified that the insurance company certifies that sent that has any pertinent signatures." "I could do a screenshot or a photograph of just the policy section alone."
Pie has the opportunity to better manage users' expectations regarding the processing and execution of COl requests. Observations All participants indicated that a COl request should be processed within four hours. Participant feedback "10-15 minutes" "Instantaneous" "It says it takes 24 hours." "To be honest, I believe it should take less than one day, from one to two hours. But the website is informing me that I wouldn't wait for 24 hours. In my opinion, it should take from one to two hours."
Participants struggled to determine if they had successfully requested a COl. Users need confirmation that the submission will be processed. Users need confirmation that they have successfully requested a COl. Observations 4 of 5 participants successfully requested a COl 4 of 5 participants refreshed the page, navigated away from the Documents tab, and looked through other documents while waiting for the COl to appear 3 of 5 participants expect to receive a COl via email 1 participant mentioned calling in for help Participant feedback "I would actually follow up with a phone call to the insurance company to make sure they received by request. I am leaving loose ends on very important jobs. So I would also check my email went through."
Research
Rapid Wireframing
Instant Certificate
Wireframes:
Rapid prototyping was utilized by initially beginning with wireframing UI flows. This allowed me to experiment with visual communication to the user as well as allowed me to create a very quick representation of the intended build to get feedback on and test. Balsamiq was used to create the wireframes.
High-Fidelity Mockups:
Once we had the feedback from the first round of wireframes, I built a higher-fidelity experience to bring to stakeholders and development for another round of iteration and feedback.
Custom Certificate
Wireframes:
Rapid prototyping was utilized by initially beginning with wireframing UI flows. This allowed me to experiment with visual communication to the user as well as allowed me to create a very quick representation of the intended build to get feedback on and test. Balsamiq was used to create the wireframes.
High-Fidelity Mockups:
Once we had the feedback from the first round of wireframes, I built a higher-fidelity experience to bring to stakeholders and development for another round of iteration and feedback.
Metrics
Solution
✔ Designed a “terms & conditions” opt-in flow for digital document delivery
✔ Introduced an instant Proof of Insurance feature, reducing turnaround times
✔ Partnered with compliance teams to ensure regulatory alignment
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Impact
📈 114% increase in document access
📉 $40K annual savings from reduced paper processing
âš¡ 88.9% opt-in rate for digital documents