My Account UX Redesign + Architecture.jpg

UI/UX Project Lead

I led the design of MyStatefarm for the customer account portal across the desktop channel, solving the customer pain points related to the navigation, shopping, and browsing experience.

Design Execution & Validation

Leadership & Coordination

Experience Strategy & Vision

Planning & Scope Definition

Introduce
The Experience

The State Farm® mobile app has met the needs of millions subscribers - Putting Solutions at Your Fingertips. As the company revamps its digital experience with SFMA, the MyAccounts authenticated experience needed to follow the path by rebranding and redesigning the web experience.

Introducing MyStatefarm Web App! (SFWA)

The

Problem

The current MyAccounts state is driven by siloed product decisions, antiquated backend systems, and vendor solutions. Corporate Insight ranks State Farm 16th out of 23 in Website Design & Usability, with primary weaknesses in Navigation, where it ranks 22nd, and Ease of Use, where it ranks 18th. ~ J.D. Powers

Cannot find what they need
Cannot find insurance amounts
Cannot see payment due
Cannot find policy statement
Cannot find bills and billing history
Desire customizable experience
Find help functions limited
Confused by navigation

Our goal is to stop looking at individuals or single applications, but rather the global services & architecture we provide to our customers and create a seamless experience with consistent components and behaviors.

The

Solution

Introducing MyStatefarm
Web App

For State Farm customers who want robust self-servicing capabilities online, The MyStatfarm Web App is a self-managing portal that allows customers to manage their products and services Online. Going beyond the legacy aggregated dashboard of MyAccounts, The newly refresh MyStatefarm Web App will provide an interrelated experience that mimics the State Farm Mobile App, demonstrating brand promise, and value consistency.

Project

Scope

The global architecture will consist of the interactions between applications, products, microsites, services, and educational information that will provide a seamless experience between any form of the customer journey. During the restructuring phase of State Farm's global architecture, we recommend examining the current environment and create a Strength Weakness Opportunity & Threat (SWOT) Analysis document to compare the different states. Once the process is completed, we will work closely with research and analytics to define the proposed architecture before the implementation while adhering to the “3 Strategic Pillars” for SF.com Vision: Educate Customer, Provide Value Proposition, Increase Self Service.

IA Strategies & Recommendations

Taxonomical Structure

The Taxonomy should be designed to group related items together using fixed vocabulary to describe each category.

“During the Tree Testing, The State Farm sitemap was laid out in a spreadsheet and then imported into UserZoom to create an interactive menu (screenshot on the top-left). When users click on a menu item, it will be expanded and the underlying categories will be displayed. The bottom-left screenshot shows what happens by clicking “Insurance.” Users were asked to find information from the interactive menu.

The aim was to explore if the site was structured clearly for users to locate information. We tested 9 participants, measuring success rates and navigation paths (i.e., the steps that users took to complete a task)

Overall, users were able to complete all tasks successfully, implying that the site architecture was very well designed. However, we have to bear in mind that it was much easier to go through trials and errors to find information in a treemap as compared to navigating a real website. People who go astray may get frustrated easily considering the amount of time to load and skim web pages.” – Research Team