Mobile Product · Case Study

Consumer Mobile Apps

Senior Mobile Product Manager · MetLife

I led product strategy across seven global consumer mobile apps, one of them being MetLife Japan app where I improved claims submission experience, increasing completion rates by 54% and reducing call center volume.

54%
Completion Rate Increase
58%
Fewer Claims Calls
10x
Faster API Response
56%
Save Draft Adoption

High Drop-off, High Call Volume

Users were abandoning claim submissions mid-flow, especially those with chronic conditions who needed to file frequently. Many ended up calling support to finish what the app couldn't help them complete.

Stakeholders Aligned

Japan Claims Team, Mobile Engineering, Policy Admin, Call Center Operations, App Store Team, UI Design, Security

Core Objective

Reduce call center costs and increase customer retention through improved mobile claims experience

Data Analysis

Analysis of call center logs, reviews, and analytics revealed three issues:

  • 42% of drop-offs: Separate claims required for each medical visit, hitting chronic condition and post-surgery users hardest
  • 28% of drop-offs: 10-30 second waits when saving bank details
  • 18% of support calls: No visibility into claim payout timing

What I Prioritized

1

Reduce Submission Friction

Enable multi-visit claim submission and auto-save drafts so users don't lose progress if they abandon the flow.

2

Improve Performance

Reduce API response time from 10-30 seconds to under 1-2 seconds to eliminate frustration-driven drop-offs.

3

Claim Status Transparency

Add claim status clarity with expected payout timelines to reduce call center inquiries.

The Work

Feature

Multi-Visit Claims & Auto-Save

Wrote PRDs and user stories for multi-visit claim submission with per-visit document uploads. Led technical feasibility review with mobile architect for local storage design. Defined acceptance criteria and constraints (10-day retention, max 10 drafts).

Result: 54% increase in claim completion rate. 56% Save Draft adoption with 90% of drafts submitted.
Performance

API Optimization

Analyzed funnel metrics to identify 10-30 second response times causing abandonment. Diagnosed root cause to unoptimized bank validation queries. Defined performance requirements and coordinated with Japan Policy Admin team to optimize database calls.

Result: Response time reduced from 10-30 seconds to 1-2 seconds. Zero user complaints post-launch.
Transparency

Claim Status & ETA

Aligned with Japan Claims team to map payout SLAs. Defined UX requirements for "Approved" status with ETA messaging. Conducted usability testing and managed app store submission.

Result: 58% fewer claims-related support calls. Users had clear expectations on payout timing.

Results Delivered

Key Outcomes: Completion Rate Increase API Performance Feature Adoption Reduced Support Volume
Before
Claim Completion Rate 57%
Bank Info API Response 10-30 seconds
Multi-Visit Submission Not supported
Claim Status Clarity No ETA provided
After
Claim Completion Rate 88%
Bank Info API Response 1-2 seconds
Multi-Visit Submission Supported + Auto-save
Claim Status Clarity ETA by claim type

Key Learnings

1

Multiple Data Sources Win

Combining analytics, call center data, and app reviews revealed insights no single source could provide.

2

Test with Real Users Early

Usability testing changed our claim status messaging before launch. What seemed clear to us confused users.

3

Heavy Users Show the Gaps

Focusing on chronic condition and post-surgery users drove solutions that benefited everyone.

Want to discuss this project or explore how I can drive similar results for your team? Get in touch →