Changing skeptical customers to engaged customers
Allstate Digital Footprint was launched in the Allstate OneApp in early October, 2020, after a whirlwind push. When Allstate mobile users were confronted with messaging about the Digital Footprint feature, they were confused and not engaging or adopting the feature. I joined the UX mobile team in January of 2021 and made improvements to the design and messaging to drive adoption.
-
The goals of this project were clear from the jump. I needed to:
Stymy user drop off
Reinforce Allstate brand recognition and trust
Create clarity in pop ups and banners
Help users quickly grant permissions
-
The information on the mobile banner wasn’t clearly explaining the intent of the new feature. There was no branding per se, and it was unclear if the banner was an upgrade push or an offer.
I cleared this up by introducing poppy microcopy utilizing Allstate branding and assuring users that they didn’t have to have an Allstate account to use the new feature.
Next, I redesigned the permissions screen to be more recognizable and aligned with common permissions screens. -
Two weeks after changes went live, the number of active users increased by more than 60 thousand users.
Total user adoption increased from 110k users to 160k users on mobile alone, almost a 65% increase!
To see the full project, reach out to me at nico@nicomk.design.
