Allstate
Next-Gen Insurance
Closing customer engagement gaps
The Allstate Corporation is one of the largest personal property and casualty insurers in the United States—providing auto, home, life, and other insurance products.
Challenge – Faced with massive breaks in customer engagement, Allstate needed to rethink their approach to customer stickiness and supporting digital capabilities.
Solution – Using accelerated design methodology and quick sprint frameworks, I led a four-week initiative that redefined the Allstate customer experience as a connected ecosystem.
Discovery
To understand user needs and identify opportunities, we conducted preliminary research and an initial analysis of current state.
Primary Research – Interviewed and collaborated closely with Allstate employees and professional experts from within the insurance industry. Facilitated co-creation workshops with these individuals to discover opportunity and refine ideas.
Heuristic Analysis – Conducted an audit of the current experiences across web and app—specifically focusing on the ‘quote and bind’ experience, claim filing, and agent engagement.
Secondary Research – Synthesized third-party research surrounding the insurance industry, emerging market trends, and disruptive technology — such as AI assistance and predictive personalization.
Benchmarking – Evaluated notable competitors, such as Lemonade, and out-of-industry experiences to identify leading patterns and best practices for connected customer experiences.
Definition
After grounding ourselves research and identifying strategic opportunities across the customer journey, we defined three innovated solutions:
Harmony AI – We redesigned the quote generation experience to be a guided, transparent conversation between consumer and Allstate.
IoT Mobile App – We redefined the Allstate mobile app to function as a predictive, centralized hub for managing ones ‘portfolio of life.’
Agent Enablement – We reimagined the Allstate agent experience to leverage deeper consumer insights and automated priorities.
Meet Harmony AI
Moving away from static form fields and one-way interactions, we reimagined the shopping experience to be a humanized conversation that is effortless, engaging, and transparent.
IoT mobile app
We repositioned the Allstate mobile app to serve as a connected ‘hub’ for all things protection: Allstate policy coverage, connected security applications, monitoring devices, and relevant third-party data.
Moving beyond convergence, our vision was to create a digital assistant that consistently monitors safety across all touchpoints and proactively provides recommendations based on behavior insights.
We saw this experience as a new value engine — driving meaningful customer engagement and opening the door for greater agent impact.
Agent enablement
The agent of the future has evolved beyond sales and policy renewals to become a trusted product expert and advisor.
With greater customer self-servicing capabilities, agents have more time to cultivate relationships and grow customer base.
We accelerated this by proposing an enhanced dashboard, which combines a 360° view of the customer + advanced automation to focus agent efforts on high-value, timely impact.
Outcomes
This work successfully helped Allstate broaden their ‘North Star’ vision and empowered executive leaders to take a bolder, more innovative direction for the future of connected customer experience.
Most notably, our recommendations were adopted as part of Allstate’s 2024 strategic initiatives roadmap.