Enhancing Accident Reporting Experience in Saudi Arabia
UX Research | Service Design
Project context.
About the client: Najm
In Saudi Arabia, when you get into a car accident, you are required to report the accident to a govt organisation called Najm in order to claim insurance. So surveyors from Najm come to the location and review the accident and provide the accident report to the respective insurance companies.
Najm is a Saudi Arabian semi-governmental organization focused on simplifying and resolving accident-related processes and procedures. Their core services include accident review, damage assessment, insurance claims, vehicle repair, and towing. Key users are individuals involved in vehicle accidents who need to report accidents and initiate insurance claims.
Project Goal
Najm approached us with the goal of enhancing the customer experience of reporting an accident through their App, WhatsApp and phone call(IVR). And also enhance the user experience of other key services.
Project Team
My role: UX Research and Service Design
Project team members: UX researchers , UI/UX designers , Product owner(Najm App, WhatsApp and IVR)
Design Process.
Kick off
We kicked off the project with defining the key areas of inquires we need to get answered to start the research. we tried to understand the following:
-
Understanding the services they focus on, the journeys, and the challenges they face providing the service to customers and the customer’s challenges.
-
Understanding the accident reporting journey and the challenges they face while providing the service to customers and the customer’s challenges.
-
Understanding the post accident reporting journey and the challenges they face while providing the service to customers and the customer’s challenges.
We went through the following activities as part of discovery to understand the current situation of the service.
System/Service Mapping
We tried to understand the services they provided by exploring their platforms and mapping out the services they provide in-depth.
Analyzing Reviews and Survey Outputs
We also went through the App Store, Play Store reviews, and surveys provided by the client to understand the key challenges the users face.
Stakeholder Interviews
We conducted qualitative in-depth interviews with key stakeholders responsible for providing the service, including operations, strategy, customer support and marketing.
Finding the right users to talk to
We conducted in-depth interviews with 10 customers who had gone through the process of accident reporting.
To get a diverse perceptive on the data we mapped out possible user segments of the service. This led us choosing the right people to talk to get valid data. We talked to working professionals who commute to work daily, taxi drivers, tourist who rent a car and person using family car.
User Interviews with Engagement Tools
We tried to be creative in the approach we collect the qualitative data by use of Lego toy cars to help customers walk us through accident scenarios. This in turn helps the customers remember the details of the incident more thoroughly and the engagement tool also breaks the formality of the interview making them talk freely about their experience making the conversation more insightful for us.
Role playing
We conducted a role playing activity by going through the accident reporting journey with a real surveyor to create more empathy with the customers and understanding the challenges and gaps.
Thematic Analysis
We analyzed the data by clustering and synthesizing it, and developed insights. By analyzing the data, we were able to identify needs, behaviors, facts, and pain points.
As-Is Journey Mapping
We developed three As-Is journeys of reporting accidents through the App, WhatsApp, and call to visualize the current behaviors, touch points, and challenges users go through.
Creating Personas
We developed three key personas that could be used throughout the design process and inform other relevant stakeholders and product teams in decision-making.
Some Key Insights.
People are in a shock after the accident
People like the family member are in a shock right after the accident and they are not in a situation to use App or WhatsApp to report accident. They just want to call a Najm Agent.
Lack of confidence in using Najm services
Customers like the taxi or house drivers have a fear of using Najm services in App, WhatsApp and call since they lack confidence and have a fear of making a mistake.
Tracking surveyor is impossible
Customers are not aware of estimated time for surveyors arrival since there is no provision of tracking the surveyor ETA or location
Accident reporting flow gaps
Customers find the reporting accident process complex since they need to input a lot of information, cannot move the car without reporting, and wait very long for the surveyor.
Duplicate reporting of accident
Multiple surveyors reach to accident location for assess the accident (While only one needed) since multiple party reports the same accident.
Ideation.
We analyzed and categorized the challenges, identifying those that required customer input and those with more obvious technical or UI solutions.
We conducted ideation workshops with customers to address the selected challenges and gathered multiple ideas.
We collaborated with UI/UX team and technical teams to ideate solutions for specific challenges that require technical and UI solutions.
We prioritized these ideas with the relevant stakeholders and refined them.
Project Outcome.
Some Key recommendations we derived after the validation with multiple stakeholders:
-
During the accident reporting process, we moved the photo taking step as initial step, so that users can move their car to the side reducing traffic congestion. Then can complete the rest of the filling application more relaxed.
-
Recommended a map to track the accident surveyor coming to the accident locations so the users are aware were they are reducing the number unnecessary calls to the support asking about the surveyor.
-
Refined the informations provided during the accident process like removing unnecessary marketing SMS during the process to reduce frustrations.
-
Recommendations for UI fixes found during research like Accessing Najm number from google, and improving the UI standards based on the UX principles.
We created user flow diagrams for all channels (App, WhatsApp, Call) across multiple scenarios to guide the UX team in improving the app's architecture and designing interfaces. Additionally, this flowchart informed the WhatsApp and IVR teams to enable improvements in their respective systems' user flows.
App reporting accident flow
IVR reporting accident flow
