Case Study No. 1
Personalized Onboarding Experience
Role: Senior Visual Designer/Art Director
The Challenge:
To create a personalized and guided experience for new Allstate customers. We were asked to create a smooth transition from an agent-led purchase process to online onboarding and self-service.
I needed to:
• Create an experience that would replace a disparate series of emails and phone calls
• Keep the agency team visible throughout the process to enforce the Trusted Advisor relationship
• Guide the customer through their personalized tasks to bind their policies online
Approach
The ultimate goal was to go beyond the transactional and build a deeper relationship with customers, to ensure they never want to switch insurance carriers.
I needed to:
• Adapt to Lean and Agile SAFe methodologies
• Utilize LUMA and design thinking methods
• Practice regular face-to-face collaboration
• Work closely with Product Owner
• Iterate and re-design as needed, through research and customer insights
“Congrats to all! Couldn’t have done it without you (and had fun working with you too)!”
Outcomes and Results
After just one month of launching the following areas of business saw significant lift:
· eBill: 34% improvement
· ePolicy: 44% improvement
· eSignature: 8% improvement
· Drivewise: 24% improvement
Credits:
Creative Direction: Trina Uzee
Research: Whitney McKedy
UXAs: Maggie Hong & Erik Barraza
Content: Korrina Grom
UIEs: Andrew Pulley