State Farm Life Insurance Quote
I was asked to redesign the Life Insurance Quote experience on StateFarm.com. Life insurance is State Farm’s second largest business area following auto insurance.
Outcomes: Despite launching in the third quarter of 2020 the life quote redesign:
Increased completion rates from 12% to 80%
Net increases in Life Insurance policies reached 130% of State Farm’s reach (not target) goal
Customer satisfaction with the online Life Insurance Quote process is 94%
Redesign Goals
Make term life insurance easier to understand
Enable faster completion
Offer help and guidance throughout process
Previous State
82% drop off rate before completion of quote
Lack of guidance for health and coverage questions, and policy type.
Lack of hierarchy and too many options when selecting policy type.
Complicated flow that requires user to make many decisions before seeing quote amount.
Encourages online application upon quote completion. Online application has a 99.7% drop-off rate.
Previous Flow
Target Audience
Demographics: Ages 35-44 years, homeowning families with dependents
Motivations: Busy work life, tech savvy, and mindful of security
Goals: Save for the future, get expert help, and want efficiency/independence
Competitors
Single shot questions
Guidance in selecting coverage
Playful and clean layouts emphasize simplicity
Concise content
Improved Flow
User Testing
We conducted usability testing with 5 participants who were shopping for life insurance and fit the demographics of our target audience. They were asked to think aloud as they completed the quote and then were asked questions about their experience. All 5 users successfully completed the quote.
Users moved quickly through eligibility questions.
They readily understood the options presented.
Some spoke highly of the guidance provided (e.g. coverage calculator, contextual help).
“Ah, this [calculator] is good.”
“I want to search and see suggestions for final expenses.”
They appreciated the customization options for the resulting quote.
“I like that you can recalculate here.”
Design Research
I researched design trends within the digital life insurance industry as well as designs for long scrolling pages to inform the visual design for State Farm.
Style Tiles
Style tiles were created to show the different design styles that could be used throughout this quote process.
Final Product
The redesign focuses users on one question at a time. As life insurance is overwhelming for our users we try to keep the information and design as simplistic as possible. We offer the user expert information to help them with their decisions from health classification to coverage amounts needed for education and final expenses. Try it for yourself by selecting the Life Insurance quote here.
Mobile
For mobile we used the same vertical progression and included a navigable progress bar at the top.
Animations help users understand question progression and encourage them to interact with the screen through scrolling and swiping.
Information is chunked to provide an uncluttered mobile experience.
Launch
The life insurance application was launched in the 3rd Quarter of 2020 and has increased completion rates by 68% and exceeding the company’s reach goal for net life insurance policies by 130% in Q3 and Q4.
