TellUs: Rebuilding how 600k+ customers a year report a claim

In short

Before TellUs, customers reported claims in a chat. It served them for years, and I designed many of its improvements, but as claims grew more complex, a chat became harder to use than a claim should be.

TellUs replaced it with a conversational form that guides people through their claim in plain language. Today it runs for 600k+ customers a year, customers are happier reporting a claim, and more teams across If keep adopting it.

Goal

Customers report a claim on their own, without guessing, and find it easier than before.

Success metrics

Customer satisfaction with reporting a claim
Completion rate
Drop-off by step
Time to report a claim
Share of claims reported online
Teams and countries adopting it
Partner sites using the forms

My role

I was both the Product Designer and the Product Owner: discovery, design, backlog, priorities, and deciding what not to build. With a team across the Nordics and the Baltics, much of the job was keeping everyone on the same problem.

Discovery

It started with customer feedback, interviews with users and stakeholders, and a map of the whole claim journey. The research gave us six personas, from a family in Finland to the claims handler on the other end.

High-level claim journey map — The first map of the claim journey. Messy on purpose.

Six personas, from a family in Finland to a claims handler — Six personas from interviews and feedback analysis.

Workshops

Then we sketched together, on site and remotely, because a room full of people with markers beats one designer alone.

Photos from an on-site workshop, with walls of sticky notes — Workshop day on site.

Workshop board with a warm-up, sketches and a press conference exercise — The workshop board: warm-up, sketches and a press conference exercise.

Sketches from a team sketching session — Co-sketching. More ideas, fewer egos.

First designs

We looked at how others do conversational forms, inside and outside insurance, and drew the first versions.

Research board with other conversational forms — How others do conversational forms.

The first TellUs designs on desktop — The first designs on desktop.

Testing and reviews

Design reviews ran with de Bono’s six thinking hats, so the black hat could be as grumpy as it liked without taking over. User test findings went to stakeholders as evidence, not opinions, and decided what we built next.

Early mobile screens of TellUs — Early mobile screens, ready for review.

Six thinking hats design review board — A six thinking hats design review.

User test analysis board, task by task — Test findings, task by task.

Prioritisation matrix with sticky notes — Then deciding what to build first.

The final design

A conversation, not a form

People report claims on a bad day, so they’re guided through what happened in plain language, the way a good claims handler would ask.

Ask only what the claim needs

Every question is personal data, sometimes about someone’s health. Together with the business developers who build each country’s forms, every question is crafted to support both the customer and the business.

Accessible and on-brand by default

Built to WCAG 2.1 AA, the level our Nordic markets require, and on If’s design system, so other teams could adopt it without a redesign.

TellUs on desktop: the injured person’s contact details, with a progress list down the side — A progress list shows where you are and what’s left.

TellUs: salary during sick leave — Help text right where it’s needed.

TellUs: review of the reporter’s details and attachments — Everything can be checked and edited before sending.

TellUs: claim submitted — Claim submitted, and what happens next.

TellUs on six phones: logged out, the form, an expenses list, a contextual form in a modal, file upload and the summary — On mobile: logged out, the form, a contextual form in a modal, file upload and the summary.

One form, any brand

Colours, type and components live in one Figma library, and the code uses the same design tokens. Teams build new forms from ready-made parts, consistent and accessible by default.

The tokens also make theming easy: partners who sell our insurance get the same forms in their own branding. We change the theme, not the form.

The same TellUs form on phones in several partner brands — One form, in each partner’s brand.

The TellUs library in Figma: colour variables, components and typography, next to the form screens that use them — The library in Figma: colour variables, components and typography, with every screen linked to them.

Result

600k+ customers a year, happier customers, and adoption still growing across the company. The same forms can run on partner sites, in their own brands.

TellUs on phone, tablet and laptop screens — One form for every screen.

Looking back

A bumpy road, and still the project I’m most proud of. Claim forms are complex: every answer changes the next question, and people fill them in on a bad day. Getting it right meant understanding how people really use a product, and making sure someone reporting a claim after an accident feels guided, not interrogated.