CAT HUGHES

B2C : Customer verification

For a phone claim to progress, customers had to fax their license. The verification approval could take hours…even days.

Asurion | Fraud Team | 2019

A poor customer experience.

This problem started with a frustrating customer experience: customers had to fax a copy of their license and wait—sometimes up to 24 hours—to have their identification reviewed. The current process was manual and introduced inconsistency and errors.

I gathered research by immersing myself in the approval process, sitting with agents to learn their process and pain points.

Using service design, I reviewed every channel that a customer could experience, and developed a user-centered workflow.

How did we solve this? I created a digital ID experience.
I also leveraged behavioral economics to deter fraud.

Customers would now be able to upload their license, taking seconds to verify.

The product was developed as a separate micro app, decoupled and modular from a larger technology platform, but able to be utilized in all different channels (web, agent, retail) within the umbrella of all company businesses.

Success metrics would be measured from an decreased approval time and increased customer satisfaction rate.

Using our own Atomic library and AWS logging integration, we built a separate app that uploaded and encrypted images.

• As early AI adopters, we incorporated a third party technology into our product to validate images in seconds. I owned the relationship with the third party vendor that we used to validate images, and set up bi weekly meetings to review reporting and SDK upgrades.

How did it perform?

Incredible metrics.
We reduced the average customer upload time from 37 minutes to 4 minutes.

Approval time was reduced down from hours to a 60 second response.