Responsive redesign lowers drop-off rates for Insurance Claims Center.

We identified issues that deterred form completion and addressed them with actionable design solutions, while working closely with the UX team to develop a smarter way to submit claims.

State Farm

Our goal was to increase Insurance Claims Center form completions by causing members to think, “If I ever have questions, State Farm can help me. 24/7.” In response, we incorporated contextual relevant information, as well as provided multiple contact options (including chat) and 24/7 customer service representatives. Within the forms themselves, we gave members the ability to jump between steps, as well as provided clear indicators of where they were in the claim filing process.

Different features were created to be specific to device types, in order to make the process user-friendly. For example, when visitors viewed the website on smartphones, the “Help Center” button automatically prompted the smartphone to call a live representative.

Interestingly (for UX professionals), completions were higher on multi-page versus single-page forms. Page breaks made these forms easier to digest, and progress bars were added for users’ convenience. Bucking the trend, “Continue” buttons converted significantly higher than “Next” for State Farm members.


January 2013


UX, Creative Direction