State Farm - Achievement in Web Design

Company: State Farm, Bloomington, IL
Company Description: State Farm® Mutual Automobile Insurance Company is the parent company of several affiliates and subsidiaries that provide property and life insurance, banking products, and mutual funds.
Nomination Category: Web Achievement - Specialty
Nomination Sub Category: Achievement in Web Design

Nomination Title: StateFarm.com - 2021

State Farmredesigned our site toprovide customers and prospects with the best possible online experience. Led by data and research,wefocused on streamliningthecontent users were seekingandcreating a visually appealing site with a focus on self-service, easy access to educational content, and an intuitive shopping platform.

Through data, we learned users are mainly looking to log in, pay their insurance bill, or manage a claim and made design decisions based on these primary needs and wants. Now,users who want to pay a bill caneasily log in to access their online accounts,or also opt topay their insurance bill without logging in. Other lite authentication items that were made prominent on the homepagefor quick access include enrolling in autopay, getting an insurance ID card or going paperless. Additionally, the company added higher level navigation for claimsself-service functions, making it easier for users to start, track or manage claims.

Through user testing, wealso learned visitors wantclarity througheducational information, so we set out to make appropriate information easier to find. Prospects can now findthe information they need without having to weed throughunnecessaryscreens. Additionally, text wasconverted to a more casual, easier to follow, conversational tone. To better align thechange in voice and tone, imagerywas updatedto create a more cohesive,delightful customerexperienceand encourage visitors to linger on the site.

Visitors to the website cannowmore easily find the answers and information they need to make a buying decision. Access to start a quoteis prominent, no matter wherethey are in theeducation funnel. For those who still want more detailed information, search functionality, help centers and FAQs make navigating educational information easy. Chatbot options werealsoadded, ensuring the site meetsthe needs of digital userswho need quick answers.

Fromgetting a quote toself-service, the refreshed State Farm website provides a user-friendly, conversational tonethat iseasy for visitors to navigate. We’veoptimized for mobile, tablet and desktop viewers, and continue to innovate to meet our customers where they are and when they need us!

Optionally, list the appropriate creative and production credits for the nominated achievement(s) you are nominating, such as the following: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:

Senior VP - Enterprise Technology: Fawad Ahmad
Enterprise Technology Executive:Vijayasri Yerraguntla
Digital Experience Directors - Technology: Ticia Reed and Jay Matthews
Creative Directors: Eugene Du Plessis, Preston Kent, Corey Lowe and Thomas Schaefer
Technology Managers:Donna Barkson, Joshua Goodwin, Sarah Sparks, Ted Speller
Experience Design Practitioners & Technology Analysts Frank Lockenour, Kellie Freitag, Rick Gordon, James Gray, Barb Hofherr, Mark McCallum, Jill McCarthy, Kristin Wohlust
Product Owners: James Bogema(TA), Terrence Covin(TA), Kira Lynn Pluhar(TA), David Schieber(TA)
Developers: Kalea Dais(software devel), David Denney, Joanna Edgell, Shaun Kelly, Abraham Kim, Jim Leach, Robbie Lee, BJ May, Todd Musick, Erika Myles, Jake Rathman, Myles Singleton