Taking an almost 100-year-old company through a digital transformation is both exciting and challenging. The opportunities are broad, and the results are rewarding. Delivering those results for a brand new UX team meant having to build out operating, engagement and process models. Building teams by hiring the right people, setting them up for success, clearing obstacles and giving them a vision to set their sights on.
state farm digital design evolution
Design inconsistency, content heavy pages with complex information, conflicting products and business areas, were all included in the problem statement for the digital design evolution. Missing were tools like style-guides, design principles, and other high-level documentation that maintain uniformity and industry standards. So I focused on a few basic UX design principles.
SIMPLICITY. Using only what is needed and reducing noise.
EASE. Empathize with users. Follow industry standards but test the limits to make things easier. Showcase passion for service.
CONSISTENCY. One look. One voice. One vibe. Being thoughtful of how the design ties into users entire customer experience.
EVOLUTION. Being open to change. Test, analyze, use industry standards to help guide.
architecture
Before we jumped in to design the interfaces, we focused on architecture. Content strategists and architects restructured the information on the pages using a holistic approach that could be applied to the rest of the site and other experiences like apps, internal sites, and other digital properties.
typography
A standard type scale was adopted to help contrast the content throughout the experiences. This improved consistency.
modular design
photography
More intentional use of photography. Leaning to slice of life imagery that reassured customers.
navigation
ORDER OF NAVIGATION
Global navigation redesign with more focused taxonomy and hierarchy to sort categories and products to get users to areas they are most interested in as well as training them on how the navigation is organized.
