FARMERS INS. Native MOBILE APPS
iOS Mobile App Redesign Final UX Designs
My UX role
Lead UX designer for Farmers Insurance mobile app redesign on iOS and Android platforms in 2019-2020. Focussing on creating a delightful experience that meets user needs, uses latest mobile app trends and promotes the Farmers brand. Collaborating with Developers, Product Owners/Managers and Senior Leaders to invent a superior user experience. Managing another mobile app UX designers work from start to finish with app strategy, project planning, design pairing and regular feedback meetings.
Trust The PRocess
Benchmark current app
Gather and analyze analytic, qualitative and quantitative insights on the previous app’s UX.
Closely collaborated with Developers, Product Managers/Owners and Consumer Strategy & Research team.
Business strategy and competitive analysis
Analyzing apps across several industries to find business trends that accomplish obtainable business goals. Dissecting several competitor’s mobile app experiences for strengths and weakness to invent how Farmers will stand out among the crowd of insurance apps. Developing themes for what makes any mobile app innovative and engaging.
Persona Development
I conducted 10 exploratory interviews with insurance app users to create Farmers Insurance’s first mobile app customer persona.
Mobile App User Persona
Wireframes
I rapidly created InvisionApp.com wireframe prototypes within a couple of days to start testing our assumptions, hypothesis, UX layout and UX flows.
iOS wireframe - https://invis.io/58ZXXYI4QRH
Android wireframe - https://invis.io/7FZXXZIWJNU
Design Exploration
During this phase of the project the development, UX and product teams created several sketches of different UX directions. I gathered and mocked up the team’s ideas to visualize the UX options before we chose to move forward down a specific direction.
Examples of Visualized UX Concepts
Developers, Product owners/managers and UX team chose 3 UX concepts to user test
Concept 1 - Farmers Logo Graphic Watermarked in Top App Bar
Concept 2 - Modern Color Coded Policy Types
Concept 3 - Utilitarian Design with Farmers Commercial Loading Screen
UX Research studies Conducted on 3 concepts
Card sort for navigation category insights (I managed the vendor that conducted this study)
Quantitative testing on new login and home screen (I conducted these 2 studies both with 1,500+ participants)
First impression test
Desirability test (Branding test)
The team chose the final UX concept based on the quantitative insights
Qualitative - LowFi Wireframes - Usability Testing
InvisionApp prototypes
iOS wireframe - https://invis.io/58ZXXYI4QRH
Android wireframe - https://invis.io/7FZXXZIWJNU
Qualitative - HiFi Interactive Prototype - Usability Testing
Axure interactive prototypes
Android - https://6jzxvl.axshare.com/#c=2
Developer/UX collaboration
Pairing - Design and developer pairing throughout the lean UX and agile UX design and development process.
Design Reviews - Regularly scheduled design reviews at each step of the UX process to get developer’s feedback and ideas.
Handoff - Met with developers almost every day to collaborate and make UX design and development decisions together.
Making interaction design decisions together
Incorporating native Android and iOS trends that the developers know well into the UX
Developers found code/logic for use cases that the team was not aware of yet and needed UX design
Sometimes we designed those unexpected use cases together on the fly as UX flows. Other times, we captured the requirements so I could create the UX design on my own later.
Presenting to Senior Executives
I presented the new mobile app research insights and UX design to the Head of Marketing and all his direct reports alongside the product owners/managers.
Interaction design guidelines
I created a document for developers that explains each iteraction of the app so that all the user iteraction are consistent throughout.
design systems - Zeplin’s Style guide feature
Developers use the Design System (Zeplin Style Guide) I created for iOS and Android apps to ensure the UI and visual design is executed consistently across all elements of the app. Developers use this design system to code reusable components to achieve significant efficiencies and increase code quality.
iOS Zeplin Stye Guide and Design System
Coaching and Mentoring Other Mobile app UX Designers
I manage, coach and mentor a Senior UX Designer who works on mobile app UX initiatives.
On-boarded the designer onto the apps by design pairing with him 1-on-1 for 1-2 hours per week to provide context and training on mobile app UX.
I manage his mobile app UX work from start to finish with app strategy, project planning, design pairing and regular feedback meetings.
I participate in product, developer and UX meetings for mobile app iterations to provide guidance on app strategy, UX process, user context and make suggestions on how best organize, assign and complete mobile app UX work.
Business results
NPS score went up immediately
The new mobile app’s NPS score went up 7 points in the first quarter of 2020 compared to the previous mobile app UX.
Google Play’s app store rating
4.6 Stars with 500k+ downloads
Apple app stores rating
4.8 Stars with 1 million+ downloads