Allstate Next Gen
Using accelerated HCD methodology and a quick sprint framework to conceptualize the future of Allstate’s connected customer experience across web and app.
01 Overview
Looking to rethink their approach to customer stickiness, Allstate asked my team to help develop a strategic vision for their next generation of ‘connected’ insurance.
I supported Allstate by leading a small team of strategists, designers, and industry experts through a four-week quick sprint to define three new product ideas.
Quick Sprint Framework
Week 01
Industry immersion
Secondary research
Market analysis
Heuristic analysis
Benchmarking
Week 02
Proto personas
Journey Mapping
Think tank / workshopping
Opportunity mapping
Idea refinement
Week 03
User flows
Feature planning
Low-fi wireframing
Concept refinement
High-fidelity prototyping
Week 04
Design refinement
Executive presentation(s)
Validation planning
02 Research & Analysis
To understand user needs and identify opportunities, we conducted preliminary research and an initial analysis of current state.
Primary Research
Interviewed and collaborated closely with Allstate employees and professional experts from within the insurance industry. Facilitated co-creation workshops with these individuals to discover opportunity and refine ideas.
Heuristic Analysis
Conducted an audit of the current experiences across web and app — specifically focusing on the ‘quote and bind’ experience, claim filing, and agent engagement.
Secondary Research
Synthesized third-party research surrounding the insurance industry, emerging market trends, and disruptive technology — such as AI assistance and predictive personalization.
Benchmarking
Evaluated notable competitors, such as Lemonade, and out-of-industry experiences to identify leading patterns and best practices for connected customer experiences.
Market Analysis
Current State Analysis
Ideation Think Tank
Scenario Mapping
03 Design & Solution
After synthesizing research and grounding ourselves in proto personas, we identified opportunities across the customer journey and produced three concepts:
I. Harmony AI
We redesigned the quote generation experience to be a guided, transparent conversation between consumer and Allstate.
II. Connected App
We redefined the Allstate mobile app to function as a predictive, centralized hub for managing ones ‘portfolio of life.’
III. Agent Enablement
We reimagined the Allstate agent experience to leverage deeper consumer insights and automated priorities.
Meet Harmony
Moving away from static form fields and one-way interactions, we reimagined the shopping experience to be a humanized conversation that is effortless, engaging, and transparent.
We saw an opportunity to roll back the curtain and better connect how consumer information translates to recommended, personalized quotes.
01 Onboarding
02 Personal Information
03 Data Sourcing
04 Coverage Confirmation
05 Drivewise® Recommendation
06 Quote Generation
Connected App
We repositioned the Allstate mobile app to serve as a connected ‘hub’ for all things protection: Allstate policy coverage, connected security applications, monitoring devices, and relevant third-party data.
Moving beyond convergence, our vision was to create a digital assistant that consistently monitors safety across all touchpoints and proactively provides recommendations based on behavior insights.
We saw this experience as a new value engine — driving meaningful customer engagement and opening the door for greater agent impact.
01 Notifications & Resolution
02 Connected Devices
03 Policy Expansion & Snapshot Email
Agent Enablement
The agent of the future has evolved beyond sales and policy renewals to become a trusted product expert and advisor.
With greater customer self-servicing capabilities, agents have more time to cultivate relationships and grow customer base.
We accelerated this by proposing an enhanced dashboard, which combines a 360° view of the customer + advanced automation to focus agent efforts on high-value, timely impact opportunities.
03 Outcomes
This work successfully helped Allstate broaden their ‘North Star’ vision and empowered executive leaders to take a bolder, more innovative direction for the future of connected customer experience.
In accordance with my recommended next steps, Allstate will be conducting deeper research to explore and validate these concepts as part of their 2024 strategic initiatives.