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Nighttime home setting with a State Farm conversational insurance assistant on a phone and contextual coverage panels.

AI-GUIDED INSURANCE EXPERIENCE

Insurance that
moves with you.

Exploring a more proactive, personalized, and conversational way to shop, manage, and stay protected.

Open prototype

Guided shopping

A simpler, conversational path to the right coverage.

Personalized insights

Proactive recommendations as life changes.

Built for trust

Clear guidance, transparent information, and human support.

Seamless experiences

Across mobile, web, and future connected experiences.

STATE FARM · EXECUTIVE OVERVIEW

One assistance vision across the insurance journey.

As Senior Experience Lead, I connected AI strategy, research, interaction design, and prototyping across more than 12 customer journeys. The work brought Product, Design, Research, Data Science, and Engineering together around useful, understandable assistance.

MY ROLESenior Experience Lead · AI & Digital Assistance

I set experience direction, led research and experimentation, shaped conversational patterns, and partnered with Product and Engineering on reusable foundations including the Digital Assistance Design Kit and AI Maturity Model.

01 / STRATEGY & SYSTEMSDigital Assistance

Explore the broader AI experience strategy, research, reusable design foundations, and maturity model.

02 / FEATURED EXPLORATIONConversational Shopping

See how guidance, customer choice, and quote actions come together in a mobile prototype.

03 / PERSONALIZATIONQuote Continuity

Explore a returning-customer concept designed to restore context and make the next step clear.

RELATED JOURNEYSSmartQuote · quote review & purchase · service · registration & onboarding · claims · policy & vehicle management

01 / CUSTOMER NEEDS

Insurance shopping shouldn’t feel complicated.

I focused the exploration on three moments: understanding coverage, sharing details, and knowing what to do next. Select a need to see the design response.

01
CUSTOMER NEED

Make sense of unfamiliar choices

Insurance shopping asks people to compare options and understand coverage language that may be new to them.

Design responseKeep guidance connected to the choice at hand, with plain explanations and relevant controls.
Next: My leadership & strategy

02 / MY LEADERSHIP & STRATEGY

I connected customer intent, interaction, and delivery.

A QUESTION RECRUITERS ASKWhat did you personally lead?

Terry · My contribution

I set the assistance direction, led prototyping and experimentation, and aligned Product, Research, Data Science, and Engineering around shared experience principles. I personally shaped the interaction approach.

HOW WE WORKED TOGETHER

The broader team brought research, product, data, and engineering expertise.

  1. 01

    I led the experience strategy

    Set an assistance direction around the customer’s goal and connected shopping and quoting with the broader Digital Assistance strategy.

  2. 02

    I designed the interaction patterns

    Explored conversation alongside traditional controls, contextual guidance, suggestion chips, and transitions to human support.

  3. 03

    I aligned the team around shared principles

    Directed prototypes and experimentation with Product, Research, Data Science, and Engineering, using the Digital Assistance Design Kit and shared experience principles.

03 / KEY DESIGN DECISIONS

Make assistance useful, clear, and trustworthy.

Two prototype moments show how I translated customer needs into interface choices. These are design intentions, not measured outcomes.

State Farm mobile Digital Assistant quote concept showing license scanning and manual entry options
Give customers a choice

01 / CUSTOMER CONTROL

Give customers a choice in how they share details.

I paired license scanning with a manual-entry path, then placed privacy reassurance beside the information request.

  1. 01
    Scan or enter manually

    Offer two clear ways to start the quote.

  2. 04
    Keep privacy in context

    Show reassurance beside the license action.

State Farm shopping assistant exploration with a quote request, coverage card, and save and continue controls
Connect conversation to action

02 / CONVERSATION TO ACTION

Let the conversation lead to a useful next step.

I connected questions to quick replies, coverage actions, and visible ways to continue or ask for help.

  1. 02
    Pair chat with controls

    Keep structured actions close to the conversation.

  2. 03
    Make progress visible

    Keep the next action near the decision it follows.

AI PERSONALIZATION CONCEPT

Make the guidance personal, and the reasoning visible.

Let customers choose the moment that matters, then explain how that context shapes a useful next step.

STATE FARMDigital AssistantCONCEPT

YOUR COVERAGE, IN CONTEXT

Good afternoon, Terry.

What would you like help with today?

A relevant next step

Review coverage for your new vehicle.

Check your current options before you add the vehicle to your policy.

05 / RESEARCH & OUTCOMES

What the prototype delivers.

The documented output is an interactive prototype. Available materials describe the intended experience, but do not report prototype-specific research findings or business metrics.

Interactive prototypeA navigable mobile concept with screens and an end-to-end interaction flow.
Design directionConversational guidance paired with customer choice, clear actions, and access to help.

What to validate next

Evaluation priorities · no results documented
01 / VALIDATION PRIORITY

Can people find the assistance?

Evaluate entry points, CTA language, visual identity, and suggestion chips in the context of the customer’s task.

02 / VALIDATION PRIORITY

Does the interaction feel clear and trustworthy?

Test whether customers understand the request, the available alternatives, and the privacy language around information sharing.

03 / VALIDATION PRIORITY

Can people move forward or get help?

Evaluate continuity between conversation and traditional controls, recovery paths, and transitions to human support.