State Farm / Returning customers / Public case study

Help customers pick up where they left off.

A returning-customer experience exploring continuation, context, and personalized guidance.

My contribution Follow the experience
Returning customers · Experience model · Conversation, customer choice, and human help.
My role
Senior UX & Product Design Leader | AI Strategy, Product Innovation & Design Engineering
Experience focus
Continuation · Context · Recovery
Partners
Product · Research · Engineering · Data Science & AI teams

01 / Challenge

Make returning feel like continuing.

Customers need to understand where they left off, what comes next, and how to get help.

My focus was the experience between asking a question and taking action: clear guidance, familiar controls, and a path to a person when needed.

02 / My ownership

From experience direction to tangible product behavior.

Strategy

AI experience direction

Connected customer needs, product goals, and AI capability planning with cross-functional partners.

Design

Interactions & shared patterns

Shaped conversation, structured controls, recovery, and human-support patterns across web and mobile contexts.

Execution

Research & working prototypes

Worked with my ER research team and translated experience questions into prototypes and reusable design foundations for engineering collaboration.

03 / Three critical design decisions

Useful assistance starts with good product judgment.

01 / CONTEXT

Make continuation clear.

Choose an interaction model that fits the customer’s goal, the available space, and the complexity of the decision.

02 / CONTROL

Make choices explicit.

Connect guidance to understandable controls, clear information requests, and ways to recover or choose another path.

03 / LEARNING

Test the moments of uncertainty.

Use research and prototypes to explore discoverability, comprehension, trust, and transitions to human support.

04 / Working experience

Return, review, and choose the next step.

The interaction model connects conversation, customer choice, and human help.

  1. ReturnRecognize the current task.
  2. GuideExplain the next choice.
  3. ReviewKeep the customer in control.
  4. ContinueMove forward or reach a person.

05 / Results and learnings

Connect strategy, customer control, and delivery.

Contribution

A shared direction teams could work with.

Experience principles, reusable patterns, and interactive prototypes connected the product vision to practical design and engineering conversations.

Learning

Clarity is part of responsible AI design.

Explain the next action, make the boundaries understandable, and keep recovery and human help part of the main experience.

This public case study focuses on my role, design decisions, and collaboration.

State Farm overview