STATE FARM

UX Design Lead / Lead UX Architect

Figma, Photoshop, Excel, AEM, AWS

Problem Statement 1

State Farm’s Final Expense policy is popular among customers––who find it. Why are so few users finding the policy?

Design a better way for State Farm customers to locate information about Final Expense insurance, properly educate them on the policy’s uses, and move them into the funnel more quickly to ensure a conversion.

Role(s) Overview

Success on initial project of designing a better experience for the company’s final expense insurance product led to being assigned to a major, months-long site audit of 10,000+ pages and development of implementation strategy for new L1-L4 page templates. 

Coordinated with content strategy, design, research, SEO, analytics, and product owners to produce a future state architecture and sitemap, audit existing content, develop new content, eliminate needless pages and other tech waste, ultimately reducing the site’s carbon footprint and optimizing user experience. 

Co-created a sustainment and adaptability governance framework for protecting the assets and ensuring adherence to new policies and guidelines.

Problem Statement(s) 2
Design a better way to organize the State Farm website, so that users more quickly find the information and resources they need.

Design new L1-L4 page templates to ensure consistency and uniformity of design and content hierarchy across the State Farm website.

In cooperation with key leaders and teams, co-create a governance board to oversee and sustain the changes made to the State Farm design system.

Project Successes
These projects yielded the following successes:

  • Final expense conversions increased +33% in first 30 days post-launch, and +47% in first quarter.

  • Organic traffic increased by $76% in first quarter.

  • Customer service calls (due to customers being unable to find what they were looking for) decreased +1.5% after Final Expense product launch, and staggering +47% after site redesign.

  • Bounce rates on landing pages decreased by 22% in first quarter.

  • Carbon footprint decreased by 19% due to site & content audits + redesign.