Introduction
Our data is constantly being collected, shared, and sold. Most of us have no idea how many companies have our data or what we’ve actually agreed to let them do with it. To give some control back to consumers and bring Allstate into a new territory, we built tools that send legal privacy requests.
As the product designer, I led the end-to-end process to redesign Allstate's Digital Footprint and incorporate privacy tools into the experience. I worked with a great team of designers, content strategists, product managers, and engineers.
My Roles
+ Lead product designer
+ UXR & Testing
Project Goals
+ Conduct research with Allstate Digital Footprint users at least once a week
+ Collect and synthesize data from research and create index of user insights
+ Redesign the Allstate Digital Footprint experience based off research to include new privacy features
+ Provide natural learning moments about identity threats and security throughout the product
+ Increase feature activation by at least 30%
+ Update UI to align with Allstate branding
Research & Iterations
User research on early versions of the privacy tools showed significant discrepancies between what we offered and consumers’ expectations. Comprehension of the concepts was very low. One user thought we might log into her LinkedIn account and change some of the privacy settings automatically. While it is an interesting idea, that was far from what we were doing.
I led the iterative process of improving feature comprehension with another product designer, a content strategist, and an illustrator.
Onboarding to pique interest
The concepts are introduced through actionable headlines, additional body copy, and illustrations highlighting new terminology that users see while using the product. When users see these screens, they have a strong understanding of the offering, even when just quickly skimming through.
Experiences that show the details
Once users are in the product and can send privacy requests, they quickly understand that we help them send legal requests on their behalf to change how their data is being used.
Research on the latest iterations of the full experience showed strong feature comprehension and a strong desire to use the product.
Results
A competitive differentiator for Allstate Identity Protection
No other identity protection provider offers privacy tools in the employee benefits channel. This differentiator has helped our sales team close more deals in 2020.
Consumer engagement with Allstate
We worked with the Allstate Mobile team to build Digital Footprint and the privacy tools into the Allstate mobile team. This has opened up a new way of engaging consumers with the Allstate brand.
Increased feature activation
The redesigned experience and addition of the privacy features led to a 48% increase in the activation rate.
