Reimagining the Refund Experience

Turning friction into trust for a leading international insurance company

The Challenge: A critical journey breaking down at the moment that mattered most

A leading international insurance company was facing a significant issue within one of its most critical customer journeys: refunds.

High abandonment and rejection rates were not just operational metrics—they were signals of friction, frustration, and lost trust at a key moment in the customer relationship.

Initial analysis revealed deeper structural problems:an experience constrained by outdated design, unclear language, and usability gaps that made a simple process feel unnecessarily complex.

The challenge was clear: transform a fragmented, inefficient experience into a seamless, intuitive journey—without disrupting the existing digital ecosystem.

The Solution: Designing clarity, building trust

At Imagemaker, we approached the problem from the user backward.

We conducted a comprehensive benchmarking analysis and usability research, uncovering not only where users dropped off—but why. This allowed us to identify critical friction points across language, navigation, and visual experience.

Based on these insights, we completely redesigned the refund platform, focusing on simplicity, clarity, and usability.

Key elements of the solution included:

• A full UX/UI redesign, with clearer flows and more intuitive interactions

  
  

• Development using modern frontend technology (React) to improve performance and scalability

  
  

• Implementation of an iframe-based integration, ensuring seamless coexistence between the new experience and the legacy customer portal

• Introduction of new screens, micro-interactions, and animations to guide users through the process

  
  

• Enhanced document upload and preview capabilities, reducing uncertainty and errors

• Simplified flows for updating contact and banking information, removing unnecessary friction

The result was not just a new interface—but a reimagined experience built around user confidence and efficiency.

Our Deployment: A multidisciplinary squad focused on experience, speed, and precision

To deliver this transformation, we assembled a squad that combined design excellence with technical execution, ensuring both vision and delivery were aligned from day one.

Specialized talent to redesign and rebuild critical customer journeys:

• Product Designer (UX/UI)

• UX Researcher

• Frontend Developer (React)

• Backend Integrations Specialist

• QA Engineer

• Tech Lead

• Scrum Master

• Product Owner

Working under an agile framework, the team iterated rapidly—testing, refining, and improving the experience in close alignment with business and user needs.

This approach enabled us to balance speed with quality, ensuring a smooth rollout within a complex technological environment.

The Outcome: From friction to flow

• Over 50% reduction in abandonment rates, significantly improving conversion across the refund journey

  
  

• Low incident rate, driven by high-quality development and stable implementation

• Improved customer satisfaction, through a clearer, faster, and more intuitive experience

  
  

• Increased operational efficiency, reducing friction not only for users but also for internal teams

Beyond metrics, the transformation restored confidence in a critical touchpoint—turning a previously frustrating process into a seamless and reliable experience.

A BETTER EXPERIENCE, A STRONGER RELATIONSHIP

This case demonstrates that even the most operational processes—like refunds—can become strategic differentiators when approached with the right mindset.

By combining user-centered design, modern technology, and disciplined execution, what was once a source of friction became an opportunity to strengthen trust, improve efficiency, and elevate the overall customer experience.