CNP Assurances - Enhancing user journeys through cognitive science

Context: Supporting users during life’s difficult moments

CNP Assurances developped a claims portal for its borrower insurance policies, designed to assist users during sensitive life events such as job loss, illness, or the death of a loved one. The objective of the project was to redesign this digital space to simplify administrative procedures and help customers better understand the steps involved in processing their claims.

Objectives: Improving both the emotional and cognitive user experience

The initiative had two core goals: to reduce users’ cognitive load and to optimize the interface for smoother navigation. By applying cognitive psychology principles, we aimed to make user journeys more intuitive, accessible, and empathetic—taking into account the emotional states of users during times of distress.

Challenges: Navigating the emotional impact on user behavior

Our research revealed that emotional distress can significantly impair users’ cognitive abilities, making it harder for them to process information and complete tasks. Factors such as unclear messaging, lack of visual hierarchy, and complex workflows contributed to frustration and stress—especially for users already in emotionally charged situations.

Our Approach: Auditing through the lens of cognitive psychology

We conducted a comprehensive UX/UI audit using established ergonomic criteria (Scapin & Bastien) and incorporated an emotional analysis of user behaviors. This enabled us to identify cognitive friction points and redesign the user flows accordingly—with clearer instructions, cleaner visual design, and a strong focus on emotional support throughout the experience.

Our Solution: Supportive and empowering user journeys

We restructured the interface around four key pillars:

• Reduced Cognitive Load: Clearer, more concise information presented at the right time.
• Improved Information Processing: A refined visual design that highlights key actions and priorities.
• Simplified Problem-Solving: Streamlined, more visual steps, with the ability to save progress along the way.
• Faster Task Completion: Real-time feedback, instant action validation, and a more intuitive navigation experience.

Results: A human-centered and inclusive redesign

This redesign transformed the portal from a procedural platform into a genuinely supportive space. By embedding emotional and cognitive needs into the user experience, CNP Assurances delivered more inclusive and accessible journeys, reaching a broader and more diverse audience.