We Made Insurance Claims Feel Human — On a Screen

Filing a Claim Is Stressful. A Bad App Makes It Worse.

AIG was pioneering something no Israeli insurer had attempted: replacing phone and fax-based claims with a self-service digital system. But insurance claims aren't like ordering coffee. They happen during some of the most stressful moments in a customer's life. The digital experience had to go beyond functional — it had to feel supportive, clear, and human.

• -Emotional complexity — Insurance claims happen at the worst moments — car accidents, property damage, health emergencies. A cold digital form can feel like a slap in the face when someone is already stressed and vulnerable
• -No digital precedent in Israel — No Israeli insurance company had done this before. There was no local benchmark for digital claims UX — every pattern had to be researched, tested, and validated from scratch
• -Five verticals, one system — The platform had to cover car, property, health, travel, and general insurance — each with completely different workflows, documents, and regulatory requirements
• -Replacing trusted humans — Policyholders were accustomed to speaking with a human agent who listened and guided them. The digital system had to feel just as supportive — without a single phone call

"AIG, as a pioneering company in the digital domain, decided to pay special attention to creating an advanced user experience — easy and simple to use, which includes providing real-time feedback to the end user."