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Redesigning the user experience.

Role: lead ux/ui | lead ux Developer


ClaimsMate is an established brand in the insurance industry. The specific sector is property damage insurance claims. Policyholders dealing with insurance claims can hire a Public Adjuster to assist and manage an insurance claim while looking out for the policyholder’s best interest. The vast majority of policyholders do not know that Public Adjusters exist. ClaimsMate’s goal is to spread awareness about the existence and availability of Public Adjusters and to connect policyholders with experienced and qualified Public Adjusters to assist with claims.

Problem Statement

How might we improve the user experience by enhancing website performance, visual design, and usability

Audience & Users

Policy holders interested in learning how to deal with property damage insurance claims. Policy holders searching for a public insurance adjuster.

Process Overview

  • Research
  • Stakeholder Interviews
  • Industry Research
  • Define
  • Problem Statement
  • Information Architecture
  • Design/Develop
  • Low Fidelity Wireframes
  • Style Tile
  • UI Design
  • Usability Testing
  • UX Development
  • Measure
  • Page Speed Optimization
  • Accessibility Optimization
  • Conversion Tracking

Conducting Research

Stakeholder Interviews, Industry Research


Stakeholder interviews were conducted to determine goals & priorities, obtain current metrics, identify challenges, and gain insight and knowledge into the current ClaimsMate users & audiences.

Industry Research took place by looking at other providers in the insurance industry space. Careful attention was paid to information architecture, performance, and accessibility on the sites we analyzed.

Stakeholder Interview Findings

Stakeholder interviews revealed a few concerns that warranted the redesign of the ClaimsMate company website. The first concern was the outdated visual design of the website. ClaimsMate felt that we could drastically improve the overall user experience by creating a visually pleasing modern design for the site.

The next concern was a confusing navigation, both for the end user, as well as within the CMS platform where admins added and edited content. From a user perspective, location pages were set up as stand alone pages without much context as to where the user currently was within the website. It was also difficult to determine possible sibling and parent locations from the user’s current location. From an admin standpoint, all location pages were set up with a SEO enhanced title in the editor, making it difficult to determine at a glance the actual location of the page (i.e. San Antonio, Texas) and how they related to parent or child locations.

Another concern was performance. ClaimsMate understood that performance plays a critical part in enhancing the overall user experience, and wanted to improve page speed performance and accessibility of their website across mobile and desktop devices.

We determined the best steps to move forward with solving these concerns was to conduct competitive analysis, restructure the IA of the current website, create a visually compelling refreshing website design, make improvements to the admin experience, and implement best practices during development to improve site performance and accessibility.

Industry Research

  • Policy Genius Logo
    • Overview
    • Marketplace for insurance
    • Several different insurance product offerings
    • Each insurance product had a consistent easy to follow breakdown of sub navigation
    • Clean modern UI Design
    • High lighthouse performance score
    • No search immediately apparent
    • Site accessibility could use improvement
  • NAPIA logo
    • Overview
    • National Association of Public Insurance Adjusters
    • Clear main navigation
    • Search available
    • Site focuses primary on information and resources for public adjusters as opposed to policy holders
    • Site performance could use improvement
    • Site accessibility could use improvement
  • United Policy Holders
    • Overview
    • A non-profit organization empowering the insured
    • Clear main navigation
    • Search available
    • Extensive resources library
    • High lighthouse performance score
    • High lighthouse accessibility score


Problem Statement, Information Architecture


After research was conducted, we moved into synthesizing our findings. The Stakeholder interviews gave us valuable insight into who the current ClaimsMate user & audience base was. Once we understood the user and Stakeholder goals and concerns, we were able to define the problem we were trying to solve.

Information architecture was next. We defined a clear sitemap for the new website redesign that would allow the user to understand where they were on the website better. The main push for all pages was to provide users with a clear path to find a public adjuster.

Problem Statement

How might we improve the user experience by enhancing website performance, visual design, and usability

Site Map

ClaimsMate Sitemap

Design & Development

Low Fidelity Wireframes, Style Tile, UI Design, Usability Testing, UX Development


After defining, we moved into design. Wireframes were built out in Whimsical to illustrate a new layout for key pages. Sketch was used to create the UI Design, and a functional prototype was built on Invision to help map out the user flow, as well as provide a starting point for our usability testing.

Usability testing was conducted with Stakeholders. Through testing, we identified some areas that needed improvement and iteration, such as placement for sibling locations on the blog sidebar, placement of related categories on the blog post side bar, as well as condensing the footer and rethinking the layout of the content served.

After improvements were implemented and validated on the Invision prototype, we moved into UX development on WordPress. It was important to ClaimsMate to still have their current website available to end users during development, so a copy of the full site and database was made and migrated to a local environment for development. We created a custom WordPress theme using a combination of CSS, PHP, and Javascript in order to build out the new site design. Close attention was paid to development best practices to enhance performance and accessibility.

We also redesigned the admin dashboard, and made improvements to the locations post type – creating a variable for the editors to write SEO enhance titles to display on the front-end while using the default WordPress title to navigate posts on the backend. This alleviated much of the confusion on location posts and their respective hierarchy. When development was complete, the new site was then migrated back onto the same hosting server.


Style Tile

UI Design


UX Development

ClaimsMate UX Development


Page Speed Optimization, Accessibility Optimization, Conversion Tracking


After UX Development, we ran some initial testing and analysis to understand technical improvements.


Google Page Speed Insights:

On mobile we saw a PSI score improvement of 98 from 46. On desktop we saw a PSI score improvement of 100 from 75


Wave Accessibility Check:

Accessibility improvements included reduction of errors, contrast errors, and alerts as well as improvements on included features


WordPress Plugins:

Reduced the amount of active plugins to 17 from 30 by building out core functionality within the custom theme


Google Tag Manager:

Set up event tracking through Google Tag Manager to better measure conversions


Final Thoughts

Working on the ClaimsMate redesign & development was a wonderful experience. It was an insightful project that truly illustrated that design and development go hand-in-hand for the overall user experience.

Next Steps: One challenge that was discussed during the process was how the overall visual redesign will affect conversions. These are metrics that would be hard to measure until after some data had been recorded post redesign launch. ClaimsMate will continue monitoring metrics and conversions to see if there are any areas that may need iterations or priority revisions.