CMX Digital Portal

PROBLEM: State Farm was undergoing one of the most significant internal transformations in its 100-year history. As a result customer policy details, costs, billing cycles, and structure would radically change. The effects of the business transformation was anticipated to impact millions of customer policies. Initial testing revealed severe customer comprehension barriers, leading to an average defection rate of about 20% post-transformation. SOLUTION: In order to reduce confusion and the risk of defection, senior leadership approved the creation of a digital customer portal (with a personalized change management tracker). As a Lead Experience Researcher, I joined the design and product management team and tested the customer portal, contributing generative insights that lead to the improvement of the design and functionality of the digital portal.

Prototype Video USABILITY REPORT

PROJECT FEATURED

EmpATHIZE

DEFINE

IDEATE

PROTOTYPE

TEST

ROLES

Core Team:

Business Stakeholders:

Product Owner, Experience Design Team, Content Design Team

My Role:

Lead Experience Researcher

My Duties:

Led all aspects of the project including scoping and defining the project's research strategy and purpose, study design, recruitment management, research execution, stakeholder management, data analysis, and presenting design recommendations to the team.

PROCESS

Discovery and Define Phase:

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Design, Development, and Test Phase:

OUTCOMES

Following three rounds of testing and design iterations, the research discoveries and recommendations transformed the portal into a user-friendly and easily understandable tool that effectively communicated what was happening with customer’s policy changes and what to expect to happen next. These enhancements in information architecture and interaction design led to a noteworthy 10% reduction in customer defection rates, potentially saving the organization billions of dollars with research and design efforts.