Intro
AI-powered solution for benefit claims
Forma
Forma is the leading life benefits platform, providing flexible and personalized benefits to a global workforce of nearly 1 million members.
My team redefined the benefits claims process by creating an intelligent, automated, user-centric platform that simplifies complexity and enhances efficiency.
Challenge
When claiming becomes a chore
Users struggled with unclear benefit eligibility, and time-consuming manual claiming processes.
Users didn't know what benefits they could use or when they expired
Claims took too long due to manual and recurring submissions
It was hard to find eligible items in the Forma Store
User Problem
Benefits went unclaimed
Users frequently left their benefits unclaimed due to a high-friction, time-consuming process.
Business Problem
Support inquiries increased
The complexity of the manual process led to a surge in support inquiries, straining operational resources.
Solution
How might we help users claim on time and shorten claim time for a better user experience?
We implemented 3 features for this challenge
Feature 1
Automated one-time and recurring claims.
Reduced manual entry with smarter pre-fill claim flows
Previous
The pain of manual claims
- Pick a benefit category
- Fill in all the fields
- Upload the receipt
New flow
Introduced three clear modes
- Upload
- Manual
- Subscription
Upload mode
AI receipt reader
- Pick a benefit category
- Simply upload a receipt
- System extras data
Subscription mode
System handles repeated processing
- Define service duration
- Users can set up a repeating pattern instead of resubmit the same claim every cycle
Feature 2
Introduced claim notifications
This implementation ensured users won't miss out the claim periods
Notification emails
Partnered with cross functional team to implement an email notification feature
Task reminder
Reinforcing urgency and gives users a clear sense of what to do next
Collaborate with content designer on copy, version by version
Expiring alerts
Showing users the claim periods of each individual benefit
Expiration banner
Actionable reminders to shorten the path from awareness to submission
Feature 3
Added benefit filters to the Forma Store
Helps people discover unused benefits
Previous
Users struggled to find eligible items
Without filtering, search was very frustrating
New
Benefit filter
Sort through various eligible benefits
Outcomes
Achievements
After these features launched, here are some outcomes we have achieved
$50K
Saved in benefit waste post-launch
50%
Time saved per claim submission
8%
Reduced support inquiries
Reflection x AI
How would I do things differently
Reduced manual entry with smarter pre-fill claim flows
Build my idea
- Problem framing
- Early ideation
- UX writing
- UX ideas into visual concept
- Prototype acceleration
- Handoff
- Design QA
New claims feature
Email receipt scan
Users enter from Benefits or Dashboard when funds are expiring. By connecting Gmail to scan receipts and invoices
Policy-to-approve
Each receipt is categorized by different company's policy to guide users before submission
Real‑time policy check
Based on the real-time policy check. Each receipt is labelled: Eligible / Needs information / Not eligible
1-click claim submission
Once statuses are ready, users can submit multiple eligible claims at once
Expected impacts
Through the email receipt scan feature, the expected impacts will be:
Shorter submission time
Lower rejection rate
