State Farm / Digital Assistance / Public case study
Useful assistance. A clear next step.
AI experience strategy, research-informed interaction design, and prototyping across shopping, service, and onboarding.
- My role
- Senior UX & Product Design Leader | AI Strategy, Product Innovation & Design Engineering
- Experience focus
- Shopping · Service · Onboarding
- Partners
- Product · Research · Engineering · Data Science & AI teams
01 / Challenge
Turn a complex question into an understandable next step.
Insurance decisions bring unfamiliar language and moments of uncertainty. Assistance needs to explain the choice while keeping the customer’s goal in view.
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.
Match assistance to the task.
Choose an interaction model that fits the customer’s goal, the available space, and the complexity of the decision.
Make choices explicit.
Connect guidance to understandable controls, clear information requests, and ways to recover or choose another path.
Test the moments of uncertainty.
Use research and prototypes to explore discoverability, comprehension, trust, and transitions to human support.
04 / Working experience
A question becomes a reviewable next step.
The interaction model connects conversation, customer choice, and human help.
- UnderstandStart with the customer’s task.
- GuideExplain the next choice.
- ReviewKeep the customer in control.
- 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