CNP Assurances - enhancing customer-centricity in the claims portal through cognitive science

Objectives: Redesigning the customer experience for policyholders

In 2022, CNP Assurances introduced key performance indicators such as the Net Promoter Score (NPS) to complement its corporate mission: “Responsible insurers & investors providing solutions that protect and facilitate life journeys for the widest audience.” Within this framework, ekino partnered with the project team at @dele, CNP’s borrower insurance claims portal, to support end users during challenging life events (loss of a loved one, job loss, illness, etc.). The primary objective was to redesign the policyholder portal to streamline user journeys, enhance clarity, and provide guidance through a human-centered approach.

Challenges: Delivering a more intuitive and supportive user experience

Three major challenges were identified in making the portal more customer-centric:

1. Understanding End Users for Effective Design Choices
   Given the sensitive nature of the claims process, we worked closely with CNP Assurances’ project team to better understand the cognitive processes at play. For instance, users in mourning may experience reduced information processing capacity, requiring a simplified interface and clearer feedback at each step. Factoring in these psychological aspects helped shape key design decisions.
2. Adapting to an Evolving Technical Ecosystem
   The portal needed to be integrated into a more modern and connected digital ecosystem. This involved adopting a new framework and leveraging APIs to simplify interactions with back-office systems, ensuring a seamless user experience.
3. Aligning Cross-Functional Stakeholders at CNP Assurances
   A key focus was fostering collaboration among business experts and stakeholders through a co-design approach, ensuring that the new portal met both user needs and business objectives.

Our Solution: UX Audit and collaborative workshops

Our engagement began with an in-depth UX audit based on Bastien and Scapin’s usability criteria, combined with an analysis of cognitive processes relevant to emotionally charged life events. This assessment identified areas for improvement and set the foundation for the redesign. Sharing these insights with CNP Assurances’ project team helped refocus efforts on the real needs of end users.

Next, we conducted co-design workshops to collaboratively develop wireframes for the new portal. These wireframes were iterated upon with business experts, both in-person and remotely, ensuring alignment with user expectations. We also facilitated visual design workshops to refine the portal’s aesthetic, striking a balance between brand identity and user reassurance. Particular emphasis was placed on integrating illustrations that support, rather than overwhelm, the user experience.

Results: A clearer, simpler, and more customer-focused portal

We transformed the claims process into a more guided and empathetic experience by clarifying user flows and humanizing interactions. Key improvements included:

• Enhanced visibility of progress within the claims journey, allowing users to anticipate upcoming steps.
• Strengthened engagement with policyholders by refining the portal’s tone and visual identity to be more welcoming.
• Improved guidance through contextual help bubbles and clear, intuitive navigation.

The result: a streamlined, transparent, and customer-centric claims portal that better supports users in difficult times.