Drive Safe & Save dashboard redesign

Drive Safe & Save is a telematics and modeling application. It tracts the way you drive and evaluates your driving behaviors to assign a discount amount. In my role, I’m responsible for all things UX for the Drive Safe & Save app which has 6 million users.

My Role

Lead UI/UX Design
Build UX research materials
Feature Researh and Strategy
Visual Design

We successfully released the first version of the redesign and received an 85% user approval rating. We implemented a My profile section, deeper insights into driving behaviors, quick insights into privacy concerns, insights into how discounts are calculated, and a Tips & how-tos section. There were five rounds of research done to stress test the experience, gage the usefulness of new features, and content.

Problem

Reduce calls to the call center, while bringing a fresh scalable look to the experience. We also need to increase user interaction with the application.

State Farm has being trying to redesign the Drive Safe & Save app for 4 years prior to me joining State Farm. I was brought in to make yet another attempt at redesigning it. When it became clear to me that this would be a 3rd attempt, I took sometime to understand what had been done before, what worked, what didn't work. From this knowledge I was able to define a path for the redesign.

Solution

Isolate the most recurring pain points or question users have and strategize on how to address them in the app experience. It was not only important to iterate on great solutions and Strategies, but it would be just as important to get buy-in from key stakeholders.

Features added to increase user interaction

1. Dring insitghts

Enhancements have been incorporated to boost user engagement by leveraging available telematics data, granting users deeper insights into their driving habits. This enriches the app's capabilities without imposing significant additional expenses.

Tips & how-tos

This app section was implemented to reduce the volume of calls to the customer service center. It enables us to offer support by leveraging current features as well as enhancements and newly introduced functionalities.

Discovery

I began by gathering information and conducting my own research, piecing together what I learned into the DSS discovery document. This 79-page report aimed to delve into the users' needs, dissect what worked and what didn't in previous attempts, and understand the underlying reasons. Essentially, it framed the issue from both a business and user standpoint, providing a strategic roadmap and outlining our goals. With this document in hand, the product owners could then craft a lean canvas for the MVP.

Success

After conducting 5 rounds of testing with both customers and agents, we finally reached our minimum viable product (MVP). The launch turned out to be a success, managing to decrease call volume by 25% in the first quarter after its release. Currently, the Drive Safe & Save app boasts an impressive 4 million monthly active users.

The Jake card was another new feature

I introduced the Jake card as a fresh addition to enhance engagement. It's the debut of "Jake from State Farm" in our mobile app, marking a significant step. The idea behind the Jake card is to bring a delightful touch, popping up at opportune times. For instance, celebrating your excellent driving with a reward notification or offering practical tips like switching to snow tires in winter, where relevant. These messages could be tailored locally, regionally, or nationally, ultimately adding a human touch to the user experience.