Injecting
Art Into Insurance
State Farm
State Farm mobile app redesign
Drive the reinvention of the State Farm through it’s most visible identity vanguard — the State Farm Mobile app, by leading a best-in-class product launch with thoughtful application of brand elevating insurance through art.
Roles
Design Lead | Brand & Motion Integration | Visual Design
Icon Design | Design System
Challenge
Reimagine the State Farm Mobile app from the ground-up. Adapt & integrate State Farm’s brand refresh throughout the mobile experience of both iOS & Android.
Intent
Reimagine the State Farm Mobile app from the ground-up. Adapt & integrate State Farm’s brand refresh throughout the mobile experience of both iOS & Android.
Opportunity
Harmonize the experience with natural movement patterns and a clear hierarchy of elements to create a modern and approachable experience that differentiates the app as a class leader.
Project goals
Inform and educate with intent
Guide action with color & hierarchy
The mission was to reimagine the experience from the ground up.
The challenge was that State Farm was recently rebranded without any product integration in the brand work, and their app felt dated and cluttered.
We had the opportunity to act as a creative kickstart to revamp their experience and create a usable and effortlessly elegant application to make them the best in class.
Use movement meaningfully
Create a unified design system
Visual design
I was primarily focused on visual design with brand & motion integration but also flexed into problem-solving for the most complex use cases.
We delivered an in-depth and fully documented AAA-compliant design system. The visual guide included logos, colors, typography, iconography, layout & structure, components, pictograms, motion, illustration and haptics & sound.
Previous UI
UX design
As the product design lead, I was focused on handling the more complex flows within the experience — claims and claims help.
Digging into client-supplied user research, I identified the biggest pain points with the existing experiences and transformed a buggy unintuitive flow to a claim filing process to get users through the flow once and with less stress during cognitively heavy times.
Solving the biggest
user needs
Guided & tappable claim experience
Suggestions and clear actions
Easy to edit and save
Direct and intentional language
Solving the biggest
user needs
In-context help and guidance
Clear next steps and status
Associated topics and answers
Answers and exploration
Moments of delight
Insurance is complex and dense. To introduce moments of delight and brand elevation throughout, I created and animated a series of micro-interactions and animated illustrations throughout the experience to add breathing space and act as book ends to dense task-based flows. These illustrations were created from disparate independent elements and combined to feel concise and unique.
The animations I created myself in After Effect and integrated with Lottie are examples of simple moments of delight in the app.
Project
Delivery
The team operated as a fully embedded design team working day-to-day with our technology partners.
The full scoop of the work was over thirteen months, culminating with the full launch in April 2021. We tackled seven epics with 42 sections and features.
There were more than 1000+ final approved screens for both iOS and Android.
+154 collab
sessions
8 iOS devs
8 Android devs
9 product leads
5 research & analytics leads
Creative
Impact
9.3M
Customers
served
400K
Claims
submitted
4.7
Median App Store /Google Play ratings
Awards & recognition