Mobile phone with claims screenshot
Medical Assurance Society

Online claims.

Turning a mountain into a molehill.

Medical Assurance Society (MAS) is a membership-based insurance and investment company for New Zealand’s professionals. With over 37,000 professionals, they are one of New Zealand’s largest insurance providers.

See the project

Making it easier for everyone.

Our mission was to create an online claims experience that is easier than making a claim over the phone. We were tasked with transforming MAS’s existing online claims experience into an easy and efficient way of gathering information that could provide a reassuring experience for members in a potentially stressful situation.

Claims storyboard on paper

Exploring the ideal end-to-end customer experience when making a claim.

Stripping it back.

Making an insurance claim, whether online or otherwise, relies on good business processes. So, we began by exploring the ideal end-to-end customer experience when making a claim and how MAS’s digital channels can contribute.

We ran a workshop with existing MAS members who had recently made a claim and used the findings to shape the online claims flow.

Browser window showing flow maps

No unnecessary questions

While a phone-support team can lead customers through what can be a lengthy and complex process, online customers must navigate this process unassisted. Because of this, we ensured every question is supported with copywriting built for people who don’t have an underwriting degree and present only the questions that absolutely needed answering.

Open laptop showing claims

Eating the elephant

Making a claim is usually preceded by an emotional incident, so we knew it was vital to focus our design around building clarity and reassurance. We applied GOV.UK’s principle of only asking ‘one thing per page’. Supplementary questions only appear when needed which helps users stay in context, and leaves room for supporting copy. Also, because customers are only taking one bite at a time, they are more likely to provide accurate information. It’s a win-win.

Laptop displaying thanks screen

“We’ve been working with Octave as our digital design and development partner for a few years now, and they really know their stuff. Their focus on simple, elegant and intuitive UX design has contributed to an end product we’re proud of, making it easier for our Members and simplifying the claims process.”

Mike Davy,
General Manager, Marketing & Products,

Making the learnings count

The design system and UI kit which were expanded upon during this project have set a solid foundation for future work.

The online claims experience provides a standard which now informs how MAS intends to interact with existing and prospective members through digital channels.

Project in numbers


Number of professionals with MAS.


possible different question sets.