Overview

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.

My main project was to determine how to increase digital pay enrollments within State Farm's claims hub. 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.

The Problem

Digital payments enrollments have steadily decreased each month. This decrease has been even more prevalent in State Farm's Claims Hub 2.0 (a new redesign of Claims Hub 1.0).

Due to business need to save costs on mailing services and increasing enrollment by 42%, I ideated ways to update the messaging to increase the value proposition of digital pay.

Discovery/Ideation

After meeting with stakeholders, we've identified 3 key areas to help solve this problem.

Entry points: We explored where users would opt in for digital payments. They can currently opt in in the payments landing screen, the claims hub 1.0 card, as well as the claims hub 2.0 "things you can do" section.

Current language: We also looked at how we are currently communicating to users about digital payment. We used this language to help inform us on how we could make our content more dynamic depending on which step the users are in in the claims process.

Fallouts within flow: We mapped out how the digital pay flow looked like. Users would start off with one of the entry points then select an email and phone number. If the users don't have the correct email or number, they have to exit this flow to change it somewhere else. Because State Farm doesn't allow users to change their information in that flow, many of the drops out could be explained by this restriction.

LOA2 vs. LOA4: User could start this flow by clicking on one of those entry points or by logging into their account. The authentication level could contribute to the fallouts because of the additional effort on the user's parts (don't remember log in information).

High level task flows

In order to create new messaging for digital pay, I created multiple high level task flows for different claims scenarios.

For instance, in total loss, once its confirmed, a settlement offer is created. The user then accepts that offer and a payment is sent. In this case, the trigger point is at the confirmation step because a payment will be sent to the users, so we want to make sure we're providing enough time for them to opt in so they can get reimbursed faster.

Personalized Content

After understanding where we needed to showcase our new messaging, we delved into how we can make our content dynamic based on which step in the claims process they are in and call out the incentives of digital pay (7-10 business days wait).

While meeting with designers who were familiar with the claims processes I was explore, I've identified gaps within the rental and glass experience, where we don't show opt in for these processes, which could contribute to the decreased enrollment as well.

Final Comps

After creating our content for each scenario, I plugged in our new language into multiple Claims Hub 2.0 landing screens. After I added the text, it seemed out of place with the rest of the elements on the screen, so I revisited this with my team and we were able to condense our content. This new content still calls out "quicker payout" as well as "7-10 business days."

Because the new content is not dynamic, my team decided to explore the "what happens next"

MAX Token System

While working on payments, I also worked with the MAX team to incorporate tokens within their Figma library. Here are the steps I took to implement this new system:

1. 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.

2. I 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.

3. 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.

Primitive and Semantic Tokens

After several meetings with MAX designers and a Salesforce engineer, I created a basic and semantic color collection. The basic colors are useful for color updates, while the semantic colors are tied to specific components, like a card's background color.