State Farm
In the summer of 2024, I interned with State Farm's Claims XD team, where I developed dynamic content to increase digital payment enrollment within Claims Hub to help users receive quicker payouts.
The project's goal was to identify the right place and time in different claims scenarios to showcase digital pay to the users. I built numerous task flows to understand when it would be appropriate to showcase this while also showing this option early on in the process to make sure users have enough time to opt in.
Role
Product Designer
Duration
June 2024 - August 2024
Team
Associates Claims XD
Tools
Figma
FigJam
Microsoft Teams
The Problem
Only 38% of users are opting into digital pay
Digital payment enrollments have steadily declined, especially since the launch of Claims Hub 2.0, where users manage their claims. Opting into digital pay is crucial for users because it ensures faster payments compared to waiting seven to ten business days for a check. This is particularly valuable during stressful situations like accidents.
This decline also presented a challenge for business, who aimed to reduce mailing costs and increase enrollments. My role was to rethink the messaging to highlight the benefits of digital pay and reverse the downward trend.
Discovery
Why are enrollment rates decreasing? 🤔
Through collaboration with stakeholders, my mentor and I identified four core challenges contributing to the decline:
01. Entry Points
Where can users currently opt in to digital pay?
To answer this, I mapped out the entry points: the payments landing screen, the Claims Hub 1.0 card, and the "Things You Can Do" section in Claims Hub 2.0. Once we understood where users started, we could analyze the messaging they encountered.
02. Current Messaging
How is digital pay being communicated?
The existing language was static and didn’t adapt to the user's stage in the claims process. This lack of personalization reduced its effectiveness. By tailoring messaging to match users progress, we could create a more engaging and relevant experience.
03. Fallouts Within Flow
What’s causing users to abandon the process?
Mapping the user flow revealed a major friction point. Users needing to update outdated contact information (email or phone) had to exit the digital pay process entirely, leading to frustration and drop-offs. Although this issue extended beyond the scope of this project, I documented it for future improvements.
04. Authentication Barriers
How do login requirements affect users?
Different authentication levels (LOA2 and LOA4) introduced extra steps for users without a full login. Forgetting login credentials added further frustration, causing additional drop-offs.
Mapping the Journey
Where and when should we promote digital pay?
To tackle these challenges, I created high level task flows for various claims scenarios to identify the best moments to display digital pay. I collaborated with multiple UX designers familiar with different claims processes, and through Teams meetings, we mapped out flows and identified gaps in Claims Hub where digital pay could be better promoted.
For instance, in a "total loss" scenario, users confirm a settlement offer before receiving their payment. The confirmation step is the best point to introduce digital pay earlier, allowing users to opt in for faster reimbursement before progressing further in the process. In the second flow (tow assistance), digital payment appears in step three. This is because the ERS claim might either be paid by a vendor or covered out-of-pocket by the user.
Reimagining the Messaging
Crafting dynamic content ✍️
After identifying the key trigger points, I designed personalized messaging to emphasize the benefits of digital pay, tailored to each stage of the claims process.
During my collaboration with designers on high-level task flows, I also discovered gaps in the rental and glass repair experiences where opt-in opportunities were missing. I brought this to the business team's attention, noting that these gaps could impact enrollment rates and should be explored further in future projects.
Iteration
We had personalized messaging, but something felt off...
After creating tailored content for each claims scenario, I integrated it into the Claims Hub 2.0 landing screens. But once the new content was in place, it felt clunky and out of sync with the UI—the text was just too bulky.
What's next?
After consulting with my mentor and a content designer, we streamlined the messaging to focus on the key value: "quicker payouts." The updated messaging was:
Concise and clear
Consistent across all claims processes
Easier for developers to implement
While personalization had to be scaled back, I suggested using it in the "What happens next" section of the landing screen. Although I couldn’t complete this step before my internship ended, I documented the gaps and shared notes for future enhancements.
Final Comps 📋
Here’s a look at the redesigned content for all claims scenarios, showcasing clear messaging that drives digital payment enrollment.
Building a token system with the MAX team 🖌️
Alongside working on payments, I collaborated with the MAX team to implement a token system within their Figma library. Tokens streamline design updates by ensuring reusable and consistent color and component standards. Here are the steps I took to implement this new system:
Learning the Basics
I started by researching tokens since I hadn’t worked with them before. After watching some YouTube tutorials and getting the hang of it, I practiced in my own Figma file.
Identifying Inconsistencies
then looked at State Farm's design system since they recently launched a new token system. MAX uses Salesforce instead of Claims Hub, so the color palettes are quite different. While comparing color values in the MAX Figma library and design guide, I noticed several colors didn’t match.
Proposing Solutions
Because of these inconsistencies, I compared the MAX Figma library, Salesforce color palette, MAX design guide, and State Farm's color palette to see if they aligned. I created a chart of the differences to discuss with the MAX designers and help finalize the color palette for the token system.
Tokens in Action
Working alongside designers and a Salesforce engineer, I developed two types of tokens:
Primitive Tokens: Base colors that simplify updates across the system.
Semantic Tokens: Directly map to components (e.g., a card's background), ensuring consistency across designs.
Reflection
Key Learnings
💡Leadership means proactivity:
When I started these projects, I was nervous to admit what I didn’t know. However, my mentor encouraged me to reach out to designers working on different products, and this opened a whole new world of claims processes I hadn’t encountered before. By embracing a growth mindset, I realized leadership isn’t about knowing everything—it’s about being proactive, asking questions, and continuously learning.
🛠️ Great solutions take time (and lots of discussions):
At first, I thought the MAX token system project would be a quick fix—just a few steps to implement, right? Not quite. Diving into the color palette revealed inconsistencies that required in-depth conversations with MAX designers, leading to multiple iterations and unexpected challenges. This experience taught me the value of patience, collaboration, and staying adaptable as solutions evolve.
Each project reinforced that growth happens when we step outside our comfort zones, embrace complexity, and lean on others to achieve the best results.