Overview
Farmers had the enviable “problem” of expanding at incredible speed and had outgrown its app experience. The interface had become cold in comparison to the fun-spirited and encouraging experience of their website. The UX relied too heavily on non-standard graphical user interface (GUI) controls, and utilized inconsistent patterns and tiny click-targets (see right).
This resulted in many customers being unaware of the policy management features. Many customer reviews in the app store expressed frustration.
Everything they want, none of what you do
They need your money, so the whole app is destined around you paying your bill. Anything useful to YOU (roadside assistance info, coverage details, contact numbers, policy numbered and details, etc) is near impossible to find, it's missing entirely, or even wrong.
– Google Play App Store Review (Corey Koberg, 08/28/14)
Define
Goal: Provide a convenient, serviceable Farmers Insurance experience across iOS and Android apps.
Markets: US
Platforms: iOS & Android
Team: UX Designer (me), Product Manager, Product Owner, Scrum Master, Back-End Developers, Front-End Developers
Develop
The app redesign was done with the agency Fjord, an over-seas development team, myself, and Farmers Insurance business stakeholders. Over a year was spent designing, documenting, and providing development support for both iOS and Android mobile and tablet apps. The redesign addressed the navigation structure, lack of hierarchy, and unclear organization. And improved the overall visual design and incorporation of the Farmers Insurance brand.
My role in the project was to not only guide design and ensure the UI aligned with the Farmers branding, but to help support the Fjord team creation of documentation and addition screens. And after Fjord transitioned off the project, I was the sole contact for design updates and additional screens. I was able to own the entire design for the Farmers Mobile App product page as well.
Moving into the final design phase, over 100 screen designs were created. Documentation included detailed wireframes, animation guides, modal overlays, production guides, and style sheets.
Download interaction videos:
Tablet Card Animation
Mobile Card Animation
Mobile Menu Animation
Paperless Flow:
The old Farmers mobile app did not allow paperless sign-up. And in an effort to align with the web experience and drive more customers to sign up for paperless (a 2015 Farmers goal), an experience was required.
At the end of my time at Farmers, we were in the wireframe phase and were beginning to test the flow with customers.
Deliver
The initial launch, in the Fall of 2015, faced some performance issues which were quickly resolved but customer feedback has been positive. In the iOS app store, the mobile app has a 4.7 rating; and in the Google Play app store, the app has a 3.6 rating.
Better with update
I use it all the time to check bills and when I got a new car I was able to quickly prove insurance from it for test driving and get new insurance cards when we added new car. Light years ahead of the old days of logging in 5 websites or waiting on service point or agent who may not physically be able to answer right away. Great app.
– iOS App Store Review (metamorphilia, 09/07/17)
Download the App:
Landing Page
iOS App Store
Google Play Store
Post MVP
The old Farmers mobile app did not allow paperless sign-up. And in an effort to align with the web experience and drive more customers to sign up for paperless (a 2015 Farmers goal), an experience was required.
At the end of my time at Farmers, we were in the wireframe phase and were beginning to test the flow with customers.
