10M+ downloads. 1M monthly users. A ground-up redesign.

Overview

Allstate’s Business Goal was to become more competitive in the insurance market through a revamped mobile strategy, which focused on tapping into the younger demographic, who value good user experience

The integration of Digital Footprint and Allstate Identity Protection aligned with Allstate's strategic transformation into the broader protection space, expanding beyond insurance into identity and digital safety.

Leadership gave the mobile product team 10 weeks to release a new version of the app.

Navigation Tree Testing

Allstate Mobile serves a number of customers with differing needs across a variety of features. Started the redesign with tree tests of different navigational setups to explore the findability of the navigation, assess labeling language, and gather insight into user mental models.

Feature Prioritization

Concurrently, facilitated workshops with key product stakeholders to identify and prioritize the feature roadmap. This allowed the team to map out a project plan to break down the redesign workload — working with product owners to establish expectations and delivery timelines.

IA, Wireframing & Visual Exploration

Diverging conceptualization based on testing insights. Key concepts explored:

• Greetings. Personalized greetings create a sense of warmth and human-likeness. Tested the effectiveness of "How can we help?" vs. "Hello"
• Componentizing key To-Dos into cards. Bubbling those up to the top of the screen to allow users to address their most urgent tasks first.
• Visual design explorations aligned with the "hug" element, which was part of Allstate's new brand guidelines.

Deliverables

MVP Deliverable: Components Library

A shared component library was built in collaboration with engineering to support the redesign. Components were designed to be reusable, accessible, scalable, and aligned with Allstate's evolving brand guidelines. Components include cards, tiles, and marketing modules.

Phase 1 — Core App Redesign

Phase 1 deliverables include redesigned login, overview, and main landing pages.

Phase 2 — Payments Optimization

Optimized payment flows based on user feedback and aligned with business goals:

• Reduced steps in making a payment by leveraging native app capabilities, including camera to scan credit card info
• Optimized Auto-Pay enrollment per business goals
• Inserted more dynamic visual elements such as the celebration graphic in the payment confirmation screen