A Clearer Claims Experience
Redesigning IVR with visual fallback to reduce errors and frustration
TIMELINE
12 weeks
ROLE
Co-User Researcher & Product Designer
TEAM
1 Project Manager, 3 User Researchers, and 3 Product Designers
OVERVIEW
Assurant’s mobile claims IVR caused frequent user errors, uncertainty around when to speak, and high frustration during time-sensitive situations. Through user research, usability testing, and prompt-level redesign, we restructured the IVR flow and introduced a visual fallback experience. The result was a clearer, more forgiving claims process that reduced errors and improved confidence.
KEY TERMS
What is IVR?
IVR (Interactive Voice Response) is an automated phone system that guides callers through tasks using spoken prompts and keypad or voice input before reaching a human agent.
PROBLEM
Voice-Only IVR Breaks Down During Complex Claims
When filing a claim, users are often stressed and unprepared, yet the IVR provides little guidance on when to speak, what input is expected, or whether information was accepted. Without clear feedback or alternative input methods, small mistakes quickly compound into frustration.
SOLUTION
5 Principles for a More Forgiving IVR
1
Reduce Cognitive Load in High-Stress Moments
Long, audio-only prompts overload memory when users are anxious or unprepared
Shorter steps and visual support help users stay oriented and focused
Make Turn-Taking and System State Explicit
Users need clear cues for when to speak, wait, or use the keypad
Immediate confirmation builds confidence that input was received correctly
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3
Design for Error Recovery, Not Perfection
Voice recognition frequently fails for complex or alphanumeric inputs
Allowing users to go back, repeat, or switch methods prevents frustration
4
Support Multiple Input Modalities
Different tasks require different input methods for speed and accuracy
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5
Prioritize Guidance Over Automation
Automation without feedback increases uncertainty and anxiety
Progress cues and fallback support keep users moving forward
WHITE PAPER RESEARCH
Why IVR Feels Harder Than It Should
We analyzed white papers, usability studies, and real-world IVR case studies to understand why users struggle with automated phone systems. Across the research, four recurring problems emerged: cognitive overload, rigid linear flows, minimal feedback, and speech ambiguity, all of which directly informed our design approach
From this we formulated these 8 best practice guidelines for IVR :
01
Concise Menus
Limit menus to 3–7 options to reduce memory load
02
Clear Yes / No Prompts
Use closed-ended questions to guide user responses
03
Short, Direct Instructions
Keep prompts brief and easy to follow
04
Logical Flow Order
Organize steps from simple to complex, frequent to rare
05
Explicit Turn-Taking
Present one prompt at a time and clearly indicate when to respond
06
Guided Input
Provide examples for open-ended responses to reduce ambiguity
07
Alternative Input Modalities
Support voice, keypad, and visual input for error recovery
08
Clear, Unambiguous Language
Avoid wording that can be misheard or misinterpreted
MARKET RESEARCH
Three Markets. One Clear Pattern.
We benchmarked IVR implementations across three markets to identify proven patterns in large-scale service systems. The research revealed that hybrid models, blending automation, human support, and visual interfaces, are key to improving usability without increasing operational cost.
USER RESEARCH
How We Conducted User Research
To understand how people actually experience IVR during stressful, real-world situations, we conducted contextual interviews paired with task-based usability testing. Participants completed realistic claim scenarios over the phone while thinking aloud, allowing us to capture confusion, hesitation, emotional responses, and breakdowns in real time. We followed best-practice interview principles—observing behavior over opinions, using scenario-based tasks, and pairing qualitative feedback with quantitative metrics like time on task, error rate, and frustration—to ensure insights were actionable rather than anecdotal.
Across interviews, users consistently struggled with unclear turn-taking, rigid prompt sequencing, and complex information entry under pressure. Participants were often unsure when to speak, whether their input was accepted, or how far along they were in the process, leading to repeated errors and rising frustration. Voice recognition failures—especially for names, emails, and IMEI numbers—amplified these issues, while the lack of feedback or recovery options made users feel stuck and anxious rather than supported.
PERSONA
Anxious Annie
24 Years Old | Early-career professional / student
User Story
After accidentally breaking her phone, Annie calls Assurant in a panic, worried about saying the wrong thing and delaying her replacement. She needs reassurance, clear guidance, and confirmation that her information was captured correctly.
Goals
Start the claim process quickly and correctly
Provide accurate information without second-guessing herself
Receive clear confirmation and next steps
Pain Points
Unsure when to speak or wait during prompts
Struggles with entering IMEI and PIN under pressure
Voice recognition errors increase anxiety
Motivations
Resolve the issue as fast as possible
Avoid making mistakes during the call
Feel confident the system understood her
Goal-Oriented Gina
34 Years Old | Working professional
User Story
Gina cracks her phone and expects a fast, efficient claims process. When the IVR slows her down or repeats steps, she looks for alternative ways to complete the task and move on.
Goals
Complete the claim efficiently with minimal friction
Ensure her information is verified correctly
Receive a claim number and clear follow-up instructions
Pain Points
Long, linear menus that feel inefficient
Difficulty entering names and emails via voice
Lack of progress feedback or confirmation
Motivations
Save time and avoid long or repetitive calls
Maintain control over the process
Quickly confirm coverage and next steps
Old Man Oliver
64 Years Old | Retired / non-technical user
User Story
While traveling, Oliver’s phone is water-damaged and he calls Assurant from a borrowed device. Without paperwork or technical knowledge, he looks for a human-like experience and clear assistance.
Goals
Reach a live agent or get help filing the claim
Avoid complicated or technical steps
Understand what will happen next
Pain Points
Doesn’t understand technical terms like “wireless provider”
Can’t find IMEI or required information on the spot
No easy way to go back, skip, or ask for help
Motivations
Resolve the issue despite limited tech confidence
Get reassurance from the system or a person
Feel supported rather than rushed
BRAINSTORMING + DESIGN SPACE
Brainstorming & Iteration
We began by deeply analyzing Assurant’s existing IVR call flow, repeatedly walking through each route as users would in real scenarios. Through iterative testing, we identified where prompts caused hesitation, confusion, or errors, then refined the experience by rewording unclear language, adjusting pacing, adding reprompts, and reorganizing the order of questions to better match user expectations. This process allowed us to gradually reshape the IVR into a clearer, more supportive flow grounded in real user behavior.
As patterns emerged, we formalized a new information architecture for the IVR, mapping each call path and decision point to reduce unnecessary steps and cognitive load. We focused on logical sequencing, clearer turn-taking, and opportunities for error recovery, ensuring users could move forward without restarting or guessing. This system-level view helped align individual prompt changes into a cohesive, end-to-end experience.
Market research and case studies revealed that many high-performing systems supplement voice-only IVR with visual or digital handoffs. Based on these insights, we explored a Visual IVR concept that could support complex inputs and reduce reliance on speech recognition. We translated this idea into initial wireframes, then iterated from low-fidelity to high-fidelity designs, focusing on clarity, progress visibility, and ease of navigation. Each iteration refined how users could seamlessly transition between voice and visual experiences without losing context.
The redesigned flow replaces a rigid, voice-only sequence with a more flexible structure that introduces earlier authorization and a Visual IVR handoff to reduce errors and friction.
TESTING + IMPROVEMENTS
Cutting Call Time by 25% While Doubling Satisfaction
We validated the redesigned IVR through iterative user testing, comparing the original flow against the new structure using the same claim scenarios. By measuring time on task, satisfaction, frustration, clarity, and navigation, we saw a 25% reduction in call duration, over 120% increase in satisfaction, and 53% drop in frustration, confirming that clearer prompts, improved flow order, and the Visual IVR fallback significantly improved the end-to-end experience.
FINAL PRODUCT
Audio IVR Call Flow