My Role
UI/UX Project Lead
Designing a New Claims Experience
Design Execution & Validation
Leadership & Coordination
Experience Strategy & Vision
Planning & Scope Definition
Defining The Problem
Problem
Statement
The existing unauthenticated claims experience throughout statefarm.com lacks clarity specific to guidance on the claims process and effective education on claims. The entire unauthenticated experience is siloed and does not encourage customers to explore self-service channels when filing, managing, or looking for information. Ultimately, in the unauthenticated space, customers are not empowered to self-manage their claim causing them to leave the digital channel and call SF or their agent.
What Customers Want:
•A more connected experience
•Self Service
•Education / Help
Information Architecture Findings
•L0, L1, L2, and L3 all have a disjointed experience.
•No consistent connections with other holistic initiatives.
For Example:
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Help
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Lite Authentication
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Track a Claim
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Navigation
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Global Navigation
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In-page
Research & Insights
Customer
Insights
Customers indicated that the top 3 reasons they would visit insurance companies claim landing page would be to:
What Customers Want:
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Check the status of Claim
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To file a claim
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Check on payments
Key Takeaways:
Cognitive interviews and a remote User Zoom test were conducted to assess the current State Farm claims landing page to key competitors in the market.
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Easy Access to File a Track Claim
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Users wanted to be able to know how to file or track a claim at a quick glance.
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Information about Claims Process
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Users appreciated claims landing pages that had information about the claims process
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Awareness of Self-Service Tools
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Users liked how competitors displayed their self-service tools on the landing page.
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An opportunity for State Farm is to promote the self-service tools on the claims landing page.
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UI / UX
Changes
Carousel Issues
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The carousel does not tell users how many items it contains and what they could expect to see by clicking the arrow.
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Users may not want to take the effort to discover the underlying items. It is also not efficient for customers to discover the items one by one.
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It is also not apparent to the user that "Auto + Motorcycle" is the default claim.
New Design Strategy
