Luko
Enhancing User Experience while filing a claim on Luko's aap
Helping Luko's customers feel cared for
Mission & Objectives
Market Research
By 2022, 25% of home insurance policies sold online in France were Luko policies; and ~50% new Luko customers were referred by friends and family.
Transparent and Positive business model. 30% of premium amount goes to Luko, 70% to payout claim. If there is money left it's donated to charity. ~$250K donated.
Home insurance with home care services such as tutorials on repair, network of repair experts, discounts with home repair and renovation stores etc.
An app first insurance startup founded in 2016 to disrupt the traditional insurance market by offering a more transparent, user-friendly, and technology-driven approach to home insurance.
Luko's innovative model combines insurance with home services, providing a holistic solution for customers.
Clients
/5 on Google
NPS
400 K
4.1
60
5
mins to file claim
2
mins to get covered
About Luko
Vision
To become the most customer centric insurer. Luko wants to achieve this by creating insurance that is simple and transparent.
Ratio above 100 shows that insurer is losing money from underwriting insurance. This shows Home Insurance sector in France is under pressure, which might force insurers to try to lower the payouts or increase premium.
This shows that, the cost of coving damages due to Fire and Climatic Events is disproportionately higher. Claims for Water Damages are most frequent while payouts seems to be low. These may be due to the nature and significance of the damages or due to varying proportion of rejections.
This again underscores the disproportionate costs of covering Fire Damages. Which is 10X as costly as covering for average Water Damage.
Approach
Drivers of User
Experience while
filing a claim
User Persona Hypothesis
User Journey
Developing
User Empathy
Opportunity areas/ Feature Set
Feature
Prioritization & Design
Measuring
Impact
Discover the key drivers that influence user experience while filing a claim.
To discover features and areas for improvement that will optimize the claims process.
So we can enhance user satisfaction with the claims process at Luko.
Problem Statement
Marc Lefebvre: The Family-Oriented Homeowner
Bio: Marc is a responsible and detail-oriented homeowner who prioritizes the safety and well-being of his family. He is particularly concerned about ensuring that his home & possessions are well-protected. Marc prefers a balanced approach, combining the convenience of digital tools with the reassurance of being able to contact a human agent when needed.
Goals:
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Protect his home from potential risks like fire, water damage etc.
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Ensure his insurance policy covers all his needs without any surprises.
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Have access to reliable customer support when necessary, especially during emergencies.
Pain Points:
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Worries about gaps in coverage or unclear terms.
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Dislike for impersonal automated systems when dealing with serious matters.
Behavior:
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Uses app for routine tasks, prefers talking to a representative for complex issues.
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Engages with insurance content to stay informed about potential risks and how to mitigate them.
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Prioritizes comprehensive coverage even if it means paying more.
Motivation:
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Peace of mind knowing his family and home are fully protected, with the ability to resolve issues quickly.
Thinks:
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My home is my family’s most significant asset, and it’s essential that it’s fully protected.
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I need to understand all aspects of my insurance policy so that I’m not caught off guard if something happens.
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I want to make sure that the insurance premiums are reasonable and don’t strain our family budget.
Sees:
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Sees his home as the center of family life, where his children grow up and create memories.
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Is influenced by his peers, who also prioritize family security and comprehensive coverage.
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Notices that insurance companies are increasingly offering digital solutions, but still values the option of speaking to a knowledgeable agent when necessary.
Feels:
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Concern: Worries about potential risks like fire, theft, or water damage, and how they could affect his family’s financial security.
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Frustration: Feels frustrated if he encounters unclear or confusing terms in his insurance policy, or if he can’t get quick answers from his provider.
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Reassurance: Experiences peace of mind when he knows that his insurance policy comprehensively covers his home and that he can rely on responsive customer support.
Does:
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Regularly reviews his insurance policy to ensure it meets his family’s needs, especially after any major life events.
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Uses the Luko app for routine tasks like checking coverage and paying premiums but prefers calling customer support for more complex issues.
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Actively engages with content about home safety and insurance tips to stay informed and prepared.
Alex Zhang – The International Student
Bio: Alex is an international student from China who moved to Paris to pursue his master’s degree. He is new to the French insurance system and still adjusting to life in a foreign country. His main priorities are studying and managing his limited budget. Alex is tech-savvy and relies heavily on his smartphone for managing day-to-day activities, including communication, banking, and now, insurance. He rents a room in a shared apartment, so his primary concern is ensuring his belongings are covered in case of theft, damage, or accidents.
Goals:
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Secure affordable home insurance that covers his personal items.
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Understand the basics of French insurance policies and how they apply to his situation as a tenant.
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Access a simple, app-based solution to manage his insurance needs without needing extensive local knowledge or language skills.
Pain Points:
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Unfamiliarity with French insurance system and legal requirements.
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Language barriers when dealing with complex insurance terminology.
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Limited budget, making it essential to find an affordable and flexible insurance plan.
Behavior:
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Prefers using an app in English to manage his insurance policy.
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Seeks clear, easy-to-understand information with minimal jargon.
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Values customer support that can assist in English, especially when filing a claim or asking questions.
Motivation:
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Peace of mind knowing his belongings are protected, without the hassle of navigating a complex foreign insurance system.
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Flexibility in adjusting or canceling the policy if his living situation changes (e.g., moving apartments or returning home).
Thinks:
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I need affordable insurance that covers my essentials without complicating my life.
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I hope the process of getting insured is simple and doesn’t require much local knowledge or French language skills.
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How can I ensure that I’m protected if something goes wrong in the apartment, especially since I’m living with roommates?
Sees:
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Sees a fast-paced, interconnected world where technology simplifies everyday tasks, particularly for students abroad.
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Is influenced by other international students who also rely on apps to manage their lives, from finding housing to handling finances.
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Notices that traditional services in France can be bureaucratic and difficult to navigate for non-French speakers, making him more inclined to use app-based services that offer English support.
Feels:
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Anxiety: Feels anxious about navigating a foreign insurance system without adequate local knowledge or language proficiency.
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Relief: Experiences relief when services are offered in English and designed for easy understanding, avoiding the stress of dealing with complex bureaucracy.
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Frustration: Becomes frustrated if he encounters language barriers, hidden fees, or complicated processes that waste his time.
Does:
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Prefers using the Luko app in English to manage his insurance policy, file claims, and receive updates.
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Regularly checks the app to ensure his policy is up to date and covers everything he needs, especially as a tenant in a shared apartment.
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Avoids dealing with traditional insurance providers that require in-person visits or paperwork in French, opting for digital services instead.
User Journey
Damage
Discovery
Initial Claim
Filing
Provide Incident
Details
Review &
Submit
Claim Evaluation
Response
Next Steps
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Evaluate the severity & type of damage.
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Decide whether it requires filing a claim.
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Open the app & navigate to claim filing menu.
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Select the type of damage.
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Answer a set of questions based on incident type.
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Upload photos & videos of the damage.
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Contact customer care for clarification.
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Review the summary.
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Make edits or add more info.
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Submit claim.
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Monitor claim status.
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Respond to request of additional info.
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Contact customer in case of grievance with the claim evaluation.
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Use Luko Home services to get repairs done with confidence.
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If claim settled, wait for reimbursement.
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Uncertain whether damage is covered.
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Language barriers to understand policy details.
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Unclear on when a claim should be filed.
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Uncertain about impact on future premiums.
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Confusing navigation or difficulty finding the claim filing menu.
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Lack of clarity about which damage category to select.
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Frustration with automated systems or unclear menu options.
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Lengthy or complex forms, unclear questions.
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Confusion over which documents or photos are required.
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Difficulty uploading files due to app performance issues.
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Frustration with the need to re-enter information.
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Anxiety of missing info or submitting incorrect details.
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Unclear confirmation message and lack of clarity on next steps.
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Lack of transparency in the process.
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Delays in getting updates or responses from the insurer.
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Difficult to understand how the claim is evaluated and reasons for settlement decision.
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Difficulty finding or booking repair services.
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Concerns about quality and reliability of suggested home services.
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Uncertainty about the reimbursement process and timeline.
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Offer a multilingual chatbot/hotline to guide users or clarify coverage.
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Provide educational content on the impact of claims on premiums.
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Provide an easy-to-access policy coverage checker in multiple languages.
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Provide a quick, in-app quiz or FAQ to help determine if the damage is covered.
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Optimize app navigation with intuitive menus and shortcuts.
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Ensure the app is fully localized in multiple languages.
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Provide step-by-step visual guidance with icons and examples.
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Add “request a call” feature to enhance customer support.
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Use equitable design to help users of various abilities.
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Provide an in-app checklist of required documents.
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Improve app to enable faster file uploads.
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Implement real-time chat support for immediate assistance.
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Streamline questions to make them intuitive and avoid asking data that Luko might already have.
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Implement smart auto-fill options and error detection.
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Provide a review checklist to ensure completeness.
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Provide a confirmation page with a clear confirmation message a simplified summary and next steps.
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Offer language-appropriate guides or videos explaining the claim process.
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Ensure frequent updates through multiple channels (app, email, phone) in the user’s preferred language.
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Offer a detailed explanation of each stage and expected timelines.
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Offer a detailed explanation of the decision, including next steps or appeal options.
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Clearly communicate reimbursement timelines, & offer support for queries.
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Provide a guide on using Luko home services, considering various user groups.
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Simplify the process of booking repairs within the app.
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Offer verified reviews and ratings for suggested service providers.
Actions
Friction Points
Opportunities
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Drive usage of resources like coverage checker and FAQs to minimize ineligible claims.
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Give clear coverage info & responsive customer service to build trust & loyalty & reduce churn.
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Clearly communicate impacts on premiums to avoid surprises.
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Show commitment to serve diverse customers with multilingual support & equitable design to expand reach.
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Ensure diverse user groups can easily find and navigate the claim filing process to reduce drop-offs.
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Minimize confusion and support requests by simplifying the interface.
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Provide options for both digital and human interaction to cater to different preferences.
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Ensure users select the correct damage type to reduce processing delays.
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Reduce language-related misunderstandings that could delay claims.
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Ensure users can independently answer the questions without reliance on support.
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Gather complete & accurate information upfront to streamline claims processing & avoid back-and-forth.
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Offer personalized support to enhance customer loyalty.
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Reduce errors in submitted claims to decrease processing time and avoid disputes.
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Provide users with a clear understanding of their submission status to reduce uncertainty and support calls.
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Be transparent & reliable in claims process to build trust & reduce likelihood of disputes or complaints.
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Streamline evaluation process with automation to handle routine cases quickly & efficiently.
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Provide personalized service to enhance customer loyalty & NPS.
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Use dedicated managers to handle high-value or complex claims efficiently.
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Be transparent & reliable in claims process to build trust & reduce likelihood of disputes or complaints.
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Streamline evaluation process with automation to handle routine cases quickly & efficiently.
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Provide personalized service to enhance customer loyalty & NPS.
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Use dedicated managers to handle high-value or complex claims efficiently.
Business Owner Needs
User Personae
Claire Dupont: The Tech-Savvy Urban Dweller
Bio: Claire is a digital native who relies on technology for nearly everything, from work to daily chores. She values convenience and efficiency and prefers handling tasks like insurance through her smartphone. She recently purchased her first apartment in Paris and wants to ensure it's well-protected without dealing with the complexities of traditional insurance policies.
Goals:
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Quickly purchase & manage home insurance through an intuitive interface.
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Receive clear & transparent communication about her coverage.
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Have a seamless claims process if needed, with minimal disruption to her routine.
Pain Points:
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Frustration with complex insurance jargon.
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Dislike for lengthy or manual processes.
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Concerns about hidden fees or coverage gaps.
Behavior:
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Prefers using a mobile app for all insurance-related tasks.
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Values real-time updates and proactive communication.
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Seeks a provider that aligns with her tech-driven lifestyle.
Motivation:
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Convenience, time-saving, and ensuring her home is adequately covered with minimal hassle.
Thinks:
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I need my home insurance to be as simple and streamlined as the other digital services I use.
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How can I quickly resolve any issues if I need to file a claim? It should be straightforward and not waste my time.
Sees:
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Sees a world where digital services dominate, everything from banking to grocery shopping.
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Is influenced by peers who are also tech-savvy and prefer digital-first solutions.
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Notices that traditional insurance companies often lag behind in user experience, which makes her appreciate app-first solutions like Luko.
Feels:
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Frustration: If processes are unnecessarily complex or if she encounters traditional, bureaucratic procedures.
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Confidence: When using well-designed digital platforms that provide a seamless experience.
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Satisfaction: When tasks are completed efficiently and without friction, particularly when it comes to managing important aspects of life like home insurance.
Does:
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Regularly uses the Luko app to manage her insurance policy, check coverage, and review updates.
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Prefers to handle everything related to her home insurance digitally, avoiding calls or in-person visits unless absolutely necessary.
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Actively seeks out user-friendly digital solutions and provides feedback on apps that she feels could improve.
Drivers of Claim Filing Experience
Usability, Accessibility, and Personalization
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Ease of Use: Simple, intuitive app navigation with user-friendly menus and design.
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Personalization: Tailored experiences based on individual preferences, such as language, support channels, and levels of digital assistance.
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Accessibility to Support: Multiple options for digital and human support, depending on user needs, including multilingual content and quick access to support.
1
Support, Guidance, and Human Touch
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Support Flexibility: A mix of automated tools and personalized human interaction, including dedicated claims managers and direct communication channels.
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Guidance and Education: Tools to educate users about their coverage, reduce confusion, prevent unnecessary claims, and provide step-by-step assistance.
4
Communication, Transparency, and Reassurance
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Clear Communication: Transparent information about coverage, policy terms, claim status, and process steps.
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Proactive Updates: Real-time notifications and regular updates at each stage of the claim process, ensuring users are always informed.
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Trust and Reassurance: Confidence in the process through clear communication, transparent guidance, and reliable support.
2
Efficiency, Flexibility, and Accuracy
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Efficiency: Quick and straightforward claim filing and processing, minimizing time and effort for users.
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Flexibility: Options to easily modify, update, or clarify claim details as needed.
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Accuracy: Reduced errors through smart guidance, automated checks, and clear, concise instructions.
3
Trust, Security, and Assurance
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Security: Confidence that their home and belongings are adequately protected with minimal hassle in managing claims.
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Peace of Mind: Assurance through regular communication, timely updates, and a transparent process that reduces anxiety and builds trust.
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Decision-Making: Transparent explanations of the claim evaluation process, outcomes, and next steps, ensuring fair handling and clear expectations.
5
Better Document & Claim Management
Optimized Document Management
Integrated upload function with real-time quality checks & a clear checklist of required documents for accurate submissions.
Repair Booking and Claim Tracker
In-app booking for Luko home services with verified ratings & user reviews, a reimbursement tracker with timelines.
Transparent
Decision-Making &
Claim Handling
Decision Explanation & Appeal Option
Detailed explanations of claim decisions, including rationale, next steps, and simple ways to appeal or request a review if needed.
Feedback and Improvement Loop
Feature to collect user feedback after each claim experience to continuously improve the process and build trust.
Educational Tools & Resources
Step-by-Step Visual Guides
In-app guides with videos, images, and examples to help users understand the claim process.
User Manuals & Real-Time Feedback
Simplified guides and smart suggestions to help users provide accurate information and understand local services.
Coverage Clarity Tools
In-app coverage checker and multilingual chatbot to help users verify coverage and understand policy details.
Feature Prioritization
Experiencing
Design
Here we have revamped the claim filing process by reducing the number of questions a user has to answer.
We have humanized the process by showing empathy and keeping users informed about where they are in the process.
I have two hypothesis with this streamlined claim filing process:
1) It will make it easier and quicker for users to file claims.
2) It will makes users feel more connected and cared for which will in-turn improve the customer loyalty and NPS scores for the claim filing process.
Summary
In this case study, the primary objective was to determine how can we improve user experience while filing a claim. For that we needed to empathize with the users to get a handle of the drivers of satisfactions and finally decide which opportunity area to focus on.
Currently, Luko has a set of questions that the user must answer for each claim type (for example for water damages users have to answer 19 questions before they file a claim). My hypothesis is that streamlining these questions will improve the users experience.
As a Product Manager at Luko, I would recommend conducting a small-scale pilot test for a small set of users to evaluate the impact on the identified north star metric: Claim Filing Completion Rate. This would provide valuable insights into the effectiveness of this solution and inform future initiatives to improve user experience and customer loyalty.
Final Thoughts
Real-Time Update
& Proactive Communication
Interactive Claim Tracker
Real-time updates and visual progress tracker showing claim status, stages, estimated timelines, and next steps
Automated Status Updates
Push notifications, in-app alerts, and clear confirmation messages at key stages to keep users informed.
Proactive Communication
Regular, personalized notifications via in-app messages, emails, or phone calls to set expectations and reduce anxiety.
Enhanced Support
& Guidance
Multichannel and Multilingual Support
Options for digital tools (chatbots, live chat) and human support (phone, call-back options) available in multiple languages.
User-Defined Communication Preferences
Allow users to choose their preferred channels for receiving updates and support.
Personalized Assistance
Dedicated claim managers for complex or high-value claims, and a “speak to an agent” button for direct access to human support.
Simplified Claim Filing & Submission
Smart Claim Assistant
AI-driven guide to help users select the correct claim type and reduce confusion and errors.
User-Friendly Claim Filing Interface
Streamlined jargon-free questions with clear instructions, auto-filled fields, and optimized navigation.
Integrated Camera
In-app capturing and uploading for photos, videos, with real-time quality checks.
Claim Review Checklist and Assistance
Features to help users review their claim details before submission.
Features to Optimize Claim Process
The North Star Metric
Claim Filing Completion Rate
If we are successful, we should see an increase in the percentage of users who start the claim filing process and successfully complete it. Because users find the process more intuitive, streamlined making it easier for them to complete claim filing easier
Lagging Indicators
Customer Satisfaction Score (CSAT) for Claim Filing
Net Promoter Score (NPS) for Claim Filing Experience
User Retention Rate Post-Claim Filing
Leading Indicators
Time to File a Claim
User Error Rate
Increase in Support Requests Related to Claim Filing
Drop-off Rate During Claim Filing
Counter Metrics
Onboarding time for new users will help us understand if the process is simple enough for first-time users, maintaining a positive user experience. While the Claim Processing Time will help us ensure that while the filing process is streamlined, the back-end processing is not adversely impacted.
Monitoring Metrics
Onboarding Time for New Users Filing First Claim
Claim Processing Time