CASE STUDY 2
CASE STUDY 2
CASE STUDY 2
CASE STUDY 2
Policy Detail redesign
Policy Detail redesign
Policy Detail redesign
Policy Detail redesign
Policy Detail redesign
Effectively simplify workflows by focusing on clarity and data integration
Effectively simplify workflows by focusing on clarity and data integration
Effectively simplify workflows by focusing on clarity and data integration
Effectively simplify workflows by focusing on clarity and data integration
Effectively simplify workflows by focusing on clarity and data integration
Client
Role
Lead Product Designer
Duration
10/2023 – 04/2025
Platform
Client
Role
Lead Product Designer
Platform
Duration
10/2023 – 04/2025
Setting the scene
Setting the scene
Setting the scene
Setting the scene
Setting the scene
What is it?
What is it?
What is it?
What is it?
What is it?
Policy Detail is where agents and others go within the CRM to answer customer's questions or to make policy changes. The data presented must paint an accurate picture of the policy.
Policy Detail is where agents and others go within the CRM to answer customer's questions or to make policy changes. The data presented must paint an accurate picture of the policy.
Policy Detail is where agents and others go within the CRM to answer customer's questions or to make policy changes. The data presented must paint an accurate picture of the policy.
For years, the current state Policy Detail screen and workflow have been known issues. It is difficult to find answers or to complete requests within the CRM (Salesforce) because the information on screen is not always accurate or complete. Launching out to other systems to complete tasks is common. The result is a huge loss of time, money and trust in the information being displayed to the user.
For years, the current state Policy Detail screen and workflow have been known issues. It is difficult to find answers or to complete requests within the CRM (Salesforce) because the information on screen is not always accurate or complete. Launching out to other systems to complete tasks is common. The result is a huge loss of time, money and trust in the information being displayed to the user.
For years, the current state Policy Detail screen and workflow have been known issues. It is difficult to find answers or to complete requests within the CRM (Salesforce) because the information on screen is not always accurate or complete. Launching out to other systems to complete tasks is common. The result is a huge loss of time, money and trust in the information being displayed to the user.
For years, the current state Policy Detail screen and workflow have been known issues. It is difficult to find answers or to complete requests within the CRM (Salesforce) because the information on screen is not always accurate or complete. Launching out to other systems to complete tasks is common. The result is a huge loss of time, money and trust in the information being displayed to the user.
Policy Detail is where agents or team members go within their CRM to answer customer's questions or to make policy changes. The data it presents must paint an accurate picture of a customer’s policy.
The challenge
The challenge
The challenge
The challenge
The challenge
Create an experience that re-gains users’ trust, improves workflow efficiency, increases data density without redundancy, and is flexible enough to work for dozens of policy types.
Create an experience that re-gains users’ trust, improves workflow efficiency, increases data density without redundancy, and is flexible enough to work for dozens of policy types.
Create an experience that re-gains users’ trust, improves workflow efficiency, increases data density without redundancy, and is flexible enough to work for dozens of policy types.
Create an experience that re-gains users’ trust, improves workflow efficiency, increases data density without redundancy, and is flexible enough to work for dozens of policy types.
The solution
The solution
The solution
The solution
The solution
Replace the current out-of-the-box, template experience with a user-focused, custom object and workflow. This will better fit their mental model of the process, eliminate the need to leave their CRM , and will quickly get them the accurate information they need to help their customers.
Replace the current out-of-the-box, template experience with a user-focused, custom object and workflow. This will better fit their mental model of the process, eliminate the need to leave their CRM , and will quickly get them the accurate information they need to help their customers.
Replace the current out-of-the-box, template experience with a user-focused, custom object and workflow. This will better fit their mental model of the process, eliminate the need to leave their CRM , and will quickly get them the accurate information they need to help their customers.
Replace the current out-of-the-box, template experience with a user-focused, custom object and workflow. This will better fit their mental model of the process, eliminate the need to leave their CRM , and will quickly get them the accurate information they need to help their customers.
Task
Success
Rate
Task
Success Rate
Current state
Current state
Future state (est.)
Future state (est.)
A journey of discovery
A journey of discovery
A journey of discovery
A journey of discovery
A journey of discovery
Design Thinking kicks off the process
Design Thinking kicks off the process
Design Thinking kicks off the process
Design Thinking kicks off the process
Design Thinking kicks off the process
I was a co-facilitator for the workshop and, as a group, we came together to identify use cases, workflows, risks and major pain points that we did know. We also compiled a list of items that needed more investigation. With that data, we developed problem statements, ideated on possible solutions and narrowed down initial content requirements.
I was a co-facilitator for the workshop and, as a group, we came together to identify use cases, workflows, risks and major pain points that we did know. We also compiled a list of items that needed more investigation. With that data, we developed problem statements, ideated on possible solutions and narrowed down initial content requirements.
I was a co-facilitator for the workshop and, as a group, we came together to identify use cases, workflows, risks and major pain points that we did know. We also compiled a list of items that needed more investigation. With that data, we developed problem statements, ideated on possible solutions and narrowed down initial content requirements.
14
14
Workshop Participants
Workshop Participants
6
6
Business Units Represented
Business Units Represented
By the end of the workshop, we had a framework on how we wanted to proceed and a prioritized list of features. I was able to take the data back and start working on my inital concepts. Meanwhile, we did a deeper dive into the questions that still needed answering.
By the end of the workshop, we had a framework on how we wanted to proceed and a prioritized list of features. I was able to take the data back and start working on my inital concepts. Meanwhile, we did a deeper dive into the questions that still needed answering.
By the end of the workshop, we had a framework on how we wanted to proceed and a prioritized list of features. I was able to take the data back and start working on my inital concepts. Meanwhile, we did a deeper dive into the questions that still needed answering.
Months of talking with agents, SMEs, developers and dealing with contraints
Months of talking with agents, SMEs, developers and dealing with contraints
Months of talking with agents, SMEs, developers and dealing with contraints
Months of talking with agents, SMEs, developers and dealing with contraints
Months of talking with agents, SMEs, developers and dealing with contraints
Partnering with Enterprise Research…
to interview agents across the country to better understand their day-to-day workflows and what would be beneficial for them. What was interesting was how completely different workflows were between agent offices. The process was so broken, they often made up their own ways to get the data they needed.
Partnering with Enterprise Research…
to interview agents across the country to better understand their day-to-day workflows and what would be beneficial for them. What was interesting was how completely different workflows were between agent offices. The process was so broken, they often made up their own ways to get the data they needed.
Partnering with Enterprise Research…
to interview agents across the country to better understand their day-to-day workflows and what would be beneficial for them. What was interesting was how completely different workflows were between agent offices. The process was so broken, they often made up their own ways to get the data they needed.
Collaborating with product Subject Matter Experts (SMEs)…
to determine what we could provide for agents from a business perspective. I was able to drive and direct many of those discussions during an on-going meeting cadence.
Collaborating with product Subject Matter Experts (SMEs)…
to determine what we could provide for agents from a business perspective. I was able to drive and direct many of those discussions during an on-going meeting cadence.
Collaborating with product Subject Matter Experts (SMEs)…
to determine what we could provide for agents from a business perspective. I was able to drive and direct many of those discussions during an on-going meeting cadence.
Consulting with developers about feasability…
to identify risks, limitations and constraints. While we were able to solve for many of the pain points, the Policy Detail basic workflow (especially from a system integration and data availability standpoint) will continue to be a challenge for the foreseeable future.
Consulting with developers about feasability…
to identify risks, limitations and constraints. While we were able to solve for many of the pain points, the Policy Detail basic workflow (especially from a system integration and data availability standpoint) will continue to be a challenge for the foreseeable future.
Consulting with developers about feasability…
to identify risks, limitations and constraints. While we were able to solve for many of the pain points, the Policy Detail basic workflow (especially from a system integration and data availability standpoint) will continue to be a challenge for the foreseeable future.
Consulting with developers about feasability…
to identify risks, limitations and constraints. While we were able to solve for many of the pain points, the Policy Detail basic workflow (especially from a system integration and data availability standpoint) will continue to be a challenge for the foreseeable future.
28
28
Agents Interviewed
Agents Interviewed
9
9
Months
of SME meetings
Months of SME meetings
Months
of SME meetings
2
2
Tiered Rollout
Short/Long Term
Tiered Rollout
Short/Long Term
Future State Features
Future State Features
Future State Features
Future State Features
While we worked through the discovery phase, we began finalizing the list of must-have features and nice-to-have options that would allow us to meet our user's needs. It was used as a practical guide for determining what elements to include and why they were necessary.
While we worked through the discovery phase, we began finalizing the list of must-have features and nice-to-have options that would allow us to meet our user's needs. It was used as a practical guide for determining what elements to include and why they were necessary.
Summary bar
Summary bar
All vehicles visible on load
All vehicles visible on load
All drivers visible on load
All drivers visible on load
Policy alerts
Policy alerts
Policy Actions menu
Policy Actions menu
Direct access to billing account
Direct access to billing account
Direct access to related claims
Direct access to related claims
Itemized adjustment list
Itemized adjustment list
Itemized coverages list by vehicle
Itemized coverages list by vehicle
Rate change indicator
Rate change indicator
Clearly visible Policy Total Premium
Drive Safe & Save® indicator per vehicle
Drive Safe & Save® indicator per vehicle
Ideating on the lessons
Ideating on the lessons
Ideating on the lessons
Ideating on the lessons
Ideating on the lessons
Exploring the available pattern and component options
Exploring the available pattern and component options
Exploring the available pattern and component options
Exploring the available pattern and component options
Exploring the available pattern and component options
The highest priority for the re-design was the ability to view all vehicles on the policy at the same time. While this was a major pain point, it was just a part of the larger issue regarding data density without redundancy. To solve for this problem, I initially looked at numerous patterns, but ultimately I didn't have total autonomy with my choices. I had to work within the Salesforce Lightning Design System (SLDS) and its established pattern and component library.
The highest priority for the re-design was the ability to view all vehicles on the policy at the same time. While this was a major pain point, it was just a part of the larger issue regarding data density without redundancy. To solve for this problem, I initially looked at numerous patterns, but ultimately I didn't have total autonomy with my choices. I had to work within the Salesforce Lightning Design System (SLDS) and its established pattern and component library.
The highest priority for the re-design was the ability to view all vehicles on the policy at the same time. While this was a major pain point, it was just a part of the larger issue regarding data density without redundancy. To solve for this problem, I initially looked at numerous patterns, but ultimately I didn't have total autonomy with my choices. I had to work within the Salesforce Lightning Design System (SLDS) and its established pattern and component library.
Accordions, Expandable Sections, Tabs, Scoped Tabs, etc…
from the SLDS were examined as potential alternatives for displaying the requested data.
Accordions, Expandable Sections, Tabs, Scoped Tabs, etc…
from the SLDS were examined as potential alternatives for displaying the requested data.
Accordions, Expandable Sections, Tabs, Scoped Tabs, etc…
from the SLDS were examined as potential alternatives for displaying the requested data.
It came down to one clear winner…
accordions were only pattern that allowed us to see all the vehicles on the policy at once, without major tradeoffs. They also appeared to solve many of our data density and performance issues. By using multiple accordions on the same screen, I realized we could house and organize all the policy data on one screen without showing all of it immediately on load. This was huge… with benefits for both the company and user experience. Doing this allows the user to see what they've asked for and the freedom to choose how and where to dig deeper for any other information they need. Auto policies have so much data on different levels, giving agents this flexibility with improved organization and performance would be a major win-win.
It came down to one clear winner…
accordions were only pattern that allowed us to see all the vehicles on the policy at once, without major tradeoffs. They also appeared to solve many of our data density and performance issues. By using multiple accordions on the same screen, I realized we could house and organize all the policy data on one screen without showing all of it immediately on load. This was huge… with benefits for both the company and user experience. Doing this allows the user to see what they've asked for and the freedom to choose how and where to dig deeper for any other information they need. Auto policies have so much data on different levels, giving agents this flexibility with improved organization and performance would be a major win-win.
Information design and conceptual wireframing
Information design and conceptual wireframing
Information design and conceptual wireframing
Information design and conceptual wireframing
Information design and conceptual wireframing
Next, I needed to take those basic pattern ideas and validate if it would actually work the way I was hoping it would.
Next, I needed to take those basic pattern ideas and validate if it would actually work the way I was hoping it would.
Next, I needed to take those basic pattern ideas and validate if it would actually work the way I was hoping it would.
Categorization and information design…
It takes time to truly understand a product like State Farm's auto policy. Initially, I was able to make distinctions between overarching categories, like policy-level vs. vehicle-level, single vs. multi-car and legacy vs. modernized. Using that high level understanding, I created basic wireframes that allowed me to confirm my theory about accordions. Through months of meetings with the product team, I was able to iterate and solidify the final information hierarchy.
Categorization and information design…
It takes time to truly understand a product like State Farm's auto policy. Initially, I was able to make distinctions between overarching categories, like policy-level vs. vehicle-level, single vs. multi-car and legacy vs. modernized. Using that high level understanding, I created basic wireframes that allowed me to confirm my theory about accordions. Through months of meetings with the product team, I was able to iterate and solidify the final information hierarchy.
Categorization and information design…
It takes time to truly understand a product like State Farm's auto policy. Initially, I was able to make distinctions between overarching categories, like policy-level vs. vehicle-level, single vs. multi-car and legacy vs. modernized. Using that high level understanding, I created basic wireframes that allowed me to confirm my theory about accordions. Through months of meetings with the product team, I was able to iterate and solidify the final information hierarchy.
Wireframing for layout and flow…
Taking the initial wireframes that had proven the concept, I made more detailed wires to determine the best placement of the various required data elements.
Wireframing for layout and flow…
Taking the initial wireframes that had proven the concept, I made more detailed wires to determine the best placement of the various required data elements.
Bringing it all together
Bringing it all together
Bringing it all together
Bringing it all together
Bringing it all together
Final design
Final design
Final design
Final design
Final design
Something…
Something…
yada yada yada.
Something…
yada yada yada.
Policy Detail - Comparison (Initial View)
Policy Detail - Comparison (Initial View)
Policy Detail - Comparison (Initial View)
Policy Detail - Future State Features (Expanded View)
Policy Detail - Future State Features (Expanded View)
Policy Detail - Future State Features (Expanded View)
I like seeing all the cars on the (multi-car) policy together. Right now, you have to toggle between browser tabs and can see only one at a time… it's much easier if they're all right in front of you.
I like seeing all the cars on the (multi-car) policy together. Right now, you have to toggle between browser tabs and can see only one at a time… it's much easier if they're all right in front of you.
Putting it to the test
Putting it to the test
Putting it to the test
Putting it to the test
Putting it to the test
Prototype testing and the key findings
Prototype testing and the key findings
Prototype testing and the key findings
Prototype testing and the key findings
Prototype testing and the key findings
Lorum Ipsum yada yada
Lorum Ipsum yada yada
Lorum Ipsum yada yada
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