B2B · Insurance · Workflow validation

Eight expert interviews mapped the multi-party claims workflow.

A Citi D10X concept for orchestrating multi-party insurance claims (insurer, vendor, lien holder, claimant). Eight expert interviews and storyboards produced a complete swim-lane map. Liberty Mutual and storm-restoration vendors as design partners.

Challenge.

Multi-party insurance claims involve four roles that each see a different sliver of the workflow: insurer, vendor (contractor doing the repair), lien holder (typically a mortgage servicer), and claimant. The product hypothesis was that an orchestration layer could compress claim resolution and reduce the friction at hand-off points. The decision Citi brought us was whether the workflow gap was real and whether the orchestration concept fit the actual hand-off pain points.

Approach.

• B2B Sprint-0: expert-interview workflow mapping. Eight 60-minute interviews across the four affected roles produced a complete swim-lane map.
• Storyboards drawn against the swim-lane map and shown to each role for resonance and friction-point validation.
• Liberty Mutual and storm-restoration vendors as design partners, both for interview access and for the eventual prototype distribution path.

Outcome.

• Workflow validated, the multi-party orchestration gap was real and the concept fit the hand-off pain points.
• Complete swim-lane map produced, sufficient to design a coherent prototype against.
• Design partners committed, Liberty Mutual and storm-restoration vendors for the next phase.

Methodology lessons.

• B2B Sprint-0 equals expert-interview workflow mapping; consumer Sprint-0 equals unbranded paid demand test. B2B workflow products need the workflow surfaced before any concept can be tested.
• Eight interviews across four roles is enough to produce a complete swim-lane map.