Client: State Farm
Redesigning "My Mobile Office" (MMO) Agent-facing app "Send ID Cards" steps for efficiency
Brief Summary
Design a new feature for My Mobile Office agent app to quickly send ID Cards to fulfill auto insurance customers' #1 request (i.e. "Can you send me my ID cards?"). My goal , going into the project, was to see if I could significantly reduce the frustrating 21 steps it took for an agent to simply send ID card(s) to their customer(s).
Background
State Farm's business relies on their insurance agents, the face of the business to their customers. State Farm Agents use an outdated native iOS and Android app known as "My Mobile Office" (MMO). This app is one of the means agents have to connect with customers and fulfill some requests while on the go. However, the app was not optimal for basic tasks, including the #1 request agents get from customers "Can you send me my ID cards?". Prior to our redesign of the UX/UI, the app was clunky and tedious, with duplicative features and poorly designed.
Problem Statement
Re-design "Send ID cards" feature to be less frustrating, more efficient and significantly reduce the # of steps to send cards.
My Role & Responsibility
Current State App Analysis, Current "Send ID Cards" user journey analysis, Wireframes, UI Mocks, New User Journeys, Prototype Demo
Team & Collaborators
Product Owner, Product Manager, Experience Lead, Senior UX Analyst / Product Designer, Development Team, System Architects
Users & Business Goals
Agents needed a quicker, more efficient means to send ID cards on their mobile devices in the MMO app.
Initial Challenges
The "Send ID Cards" feature was embedded in a confusing information architecture and surrounded by other app features and screens that were not up to date. In addition to thinking through the ID cards user flow itself, I had to streamline and re-envision the information architecture. The previous current state architecture had several unnecessary drill-downs and poor naming conventions causing user confusion. Once I was able to point these out to the group, this paved the way to get to the ID cards feature in a more efficient and direct way. The users appreciated the newer approach saying "I love this!" and "It's so much easier!"
Research / Interview Insights
We interviewed several agents. Many of them work in very small rural towns. One comment I will always remember was from an agent who said she frequently would bump into customers in a local Dollar General on the weekend away from her Desktop computer at her office, or when she was out and about their small town. She indicated that many customers would ask her right there for their ID cards. She mentioned how the new user flow we created would make it so easy to just send their cards from her phone right there in front of them so she wouldn't have to make a note and wait until Monday or possibly forget the interaction. She was thrilled she could send ID cards away from her office.
Additionally we learned that the previous user flow was so tedious here each card had to be sent then the user had to back up in the flow and start over for each card. They expressed frustration that if the customer had 4 or 5 cars it took a long time to fulfill such a simple request.
Design Process
User Persona Summary
Our key users were Agents and Office Managers. Their need was a quicker mobile way to send ID Cards to customers and primarily on the go away from office or at home after hours if they received a request.
User Journey, High Fidelity Mocks and Prototype
iOS and Android Light and Dark Modes
(Showing iOS Version)
We were able to reduce # of steps from 21 to 3 TOTAL steps for an Agent to send multiple ID Cards! Additionally, where it was difficult in the previous experience, we designed the flow for an Agent to "Send Another ID Card" if, for example, the customer might have asked "Hey could you send the other car ID card too?". We considered multiple real-world scenarios and accommodated this in our final designs and user journey.
Fig. 1 Examples of Applying State Farm Mobile Design System and State Farm illustration library
We worked directly with, and consulted with the State Farm Design System team for a few unique variants. They were delighted we were able to work so well with the current system and supported our effort to add a unique variant to their card component for the MMO App.
Project #2
State Farm App Ecosystem Analysis & Recommendation to Leadership to isolate app inconsistencies and team process discrepancies to bring an intentional design vision across State Farm's suite of Apps.
Business Requirement
Explore current states of ALL State Farm Applications, Desktop and Mobile. Identify the correct topology to inform leadership on an "App Ecosystem Strategy" as the basis for a new team with State Farm Design Ops.
Services Provided
App Ecosystem Analysis and Mapping, Readout and Design Process Recommendations
Stakeholders
Creative Directors, Senior Lead Designer
