eFNOL (Electronic First Notice of Loss) allows users to submit an accident claim online through mobile or web, instead of calling an agent. Previously, this flow was only available to members with an AAA.com account, requiring them to log in before filing a claim.

This project introduces a new, without-login flow, enabling users to start a claim without an account. Instead of logging in, customers can enter their policy number and basic personal information to file a claim. This makes the claims process more accessible, especially for users who don't create an account or can't log in at the time of the accident.

As the end-to-end UX/UI designer, I partnered with PM, engineering, UXR, and QA to bring this project to launch.

The result: Auto eFNOL penetration reached 27.8% in June 2025, surpassing the 15.5% target.