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Optimizing Natural Disaster UX Across Channels
PROJECT OVERVIEW
During natural disaster (CAT) events, members experienced confusion across channels, leading to increased call volume and low self-service success. I identified key gaps across the end-to-end journey and delivered UX improvements across mobile, chatbot (EVA), and messaging experiences, resulting in clearer communication and improved member experience.
ROLE AND RESPONSIBILITY
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Designed end-to-end UX flows, journey maps, and information architecture for the CAT claims experience
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Led UX design across mobile, chatbot (EVA), and messaging channels
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Collaborated with cross-functional teams to deliver consistent, user-centered solutions
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Identified key pain points to improve clarity and support self-service
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Refined designs through testing, data insights, and iteration
UX STRATEGY: FROM DISCOVERY TO DELIVERY
This is a high-level simple diagram showing the starting point, the process, and the final output.
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JOURNEY MAPPING FOR MEMBER EXPERIENCE
Created an end-to-end journey map across touchpoints to understand the member claim experience.
Captured member needs and pain points, identifying key gaps—especially during catastrophic events.
JOURNEY MAP INSIGHTS: KEY GAPS & RECOMMENDATIONS
Here are some of my findings from creating the journey map. They include the current state, supporting data, showcases, and recommendations.
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CAT SMARTLINK VALIDATION PROCESSING MAP
This is an internal SmartLink process that defines the end-to-end flow. It helps visualize the overall process of how CAT alert messages are generated.
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ANALYZING CURRENT IA, UI, AND UX
CONTENT AND UX REVIEW OF CAT PAGES
Conducted analysis of CAT pages to identify content gaps and usability issues across UI and UX. Supports improving the digital experience during catastrophe events by enhancing clarity, accessibility, and overall user satisfaction.
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COMPETITOR RESEARCH
Competitor research helps USAA understand industry trends, member expectations, and innovation opportunities to improve our insurance experience and stay ahead in a competitive market.
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ENHANCING MEMBER COMMUNICATION WITH BRANDED RCS
USAA currently supports one-way text messaging. Branded RCS enables richer, more effective communication through media like videos, documents, and graphics. Allows members to access key information instantly without logging into “My Messages” in the Claims Center.
INTEGRATING CHATBOT INTO CAT COMMUNICATION
USAA’s chatbot, EVA, currently offers limited support, especially during catastrophe events. Launched Phase 1 and 2 improvements, with a roadmap into 2025, to make EVA smarter, faster, and more helpful for members.
Phase 1
Minimizing effort without customization by adding content for natural disaster information, claims, coverage, and details, based on the defending group above.
Phase 2
Leverages login and GEO data to deliver tailored content directly in EVA, including MRU, videos, checklists, and graphics. Requires IT support to confirm EVA can support rich media without relying on external links.
Phase 1
Phase 2
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EXPLORER WIREFRAME
Created multiple Explorer wireframes to present content effectively using a limited component library. Designed layouts to fit real content, resulting in component-based wireframes that appear close to high-fidelity.
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FINAL DESIGN & CONTENT STRATEGY: 5-ZONE PAGE FRAMEWORK
A 5-zone framework combining design and content strategy to create clear, goal-driven experiences. Each zone supports orientation, priorities, content, task completion, and guidance, using USAA components for consistency and scalability.
Desktop View
Natural Disaster Hub
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Mobile View
Hurricane
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Wildfire
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Phase 2
Maximizing effort with customization. When a member logs in, we can identify their GEO location and display tailored content, including rich media such as MRU, watch videos, checklist PDFs, and graphic resources, and detailed information-directly within the EVA window, instead providing a link. This phase requires support from the IT team, and we need to confirm whether EVA can support these rich media contents.
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