Other State Farm Work
Designing across the enterprise ecosystem
Overview
Beyond my core product work at State Farm, I led UX design for the unauthenticated, public-facing web space, focusing on customer acquisition and informational architecture.
Additionally, I contributed heavily to the company's internal design culture through miscellaneous graphic design and branding initiatives.
Role
Scope
Driving acquisition and information
Designing for the unauthenticated space meant optimizing for immediate clarity, trust, and conversion.
Overhauled the corporate About State Farm® page to make the company's massive history, mission, and footprint easily digestible for users and press.
Redesigned the Steer Clear® landing page for the flagship discount program, streamlining the value proposition to drive customer enrollment.
Redesigned the Steer Clear® program page, focusing on presenting the information clearly and visually so it was easy to follow the online program.
Restructured the global Customer Care contact pages to help users find the right phone number or digital channel quickly, reducing friction during stressful moments.
Standardizing the legacy web
In 2019, State Farm introduced a massive new enterprise Design System. I was tasked with auditing and converting dozens of legacy unauthenticated pages to adhere to this new standard. This required a deep understanding of component mapping, ensuring that the visual updates did not break the underlying marketing logic or SEO equity of the existing pages.
Fostering design culture
As a champion of design culture within a massive insurance enterprise, I frequently took on graphic design projects to build team identity. This included designing posters, stickers and custom swag, t-shirts, and internal logos—including a unique UX typography graphic constructed entirely out of UI wireframes—to celebrate and elevate the presence of the design organization within the company.
