State Farm’s digital claims submission form was a lengthy, linear process that overwhelmed users and contributed to high abandonment rates. Customers reported confusion, uncertainty about required information, and a lack of guidance through the claim journey.

To solve this, I redesigned the experience into a conversational, guided flow that broke the process into digestible, context-aware questions — similar to how a real insurance agent would speak to a customer. This improved user completion rates, reduced cognitive load, and aligned with State Farm’s customer-first digital strategy.

The Problem

The original claims form was a single-page, scroll-heavy experience that overwhelmed users with dozens of fields. Despite being functional, it was plagued by a 28% abandonment rate—with most users dropping off before reaching the halfway point.

Users described the experience as “daunting,” “confusing,” and “time-consuming.” It didn’t match modern user expectations for simplicity or clarity—especially during a stressful situation like filing an insurance claim.

The Goal

Redesign the claim submission flow to:

• Reduce form abandonment
• Make the process feel easier and less overwhelming
• Guide users through the form step-by-step without friction
• Preserve legal and data collection requirements

Discovery & Research

We kicked off with:

• Analytics audit: Identified drop-off zones, mostly mid-way through the form (especially at multi-field sections like “Incident Details” and “Vehicle Info”).
• User interviews: Spoke to 8 recent claimants. Common themes:
• “I didn’t know how much I had to fill out.”
• “Too many things on one screen.”
• “I got stuck and didn’t know what to put.”
• Competitor benchmarking: Looked at Lemonade, Geico, and Root Insurance. They used simplified, chat-like or progressive disclosure models.

Key Insight

“People don’t want a form. They want help.”
This insight drove our shift from a form-based mindset to a conversational UX approach—breaking the experience into a friendly, guided question flow.

Design Strategy

We replaced the static form with a dynamic, conversational flow:

Key features of the redesign:

• Single-question screens with contextual help
• Progress tracker to reduce anxiety and set expectations
• Smart branching logic to skip irrelevant questions
• Auto-save so users can resume later

Wireframes & Prototypes

We started with low-fidelity sketches to test flow concepts, then moved to interactive Figma prototypes.

Design Considerations:

• Tone: Professional but empathetic
• Language: Simplified, plain English
• Visuals: Clean UI with plenty of white space
• Mobile-first: Over 60% of users were mobile

Usability Testing

We tested with 6 users (3 on mobile, 3 desktop). Tasks: file a simulated claim using both the old and new experiences.

Findings:

• 100% of users completed the conversational flow
• Average completion time dropped by 35%
• 5 out of 6 users preferred the new flow
• Comments included:
• “It felt more like someone guiding me.”
• “I didn’t get stuck like I did on the old one.”
• “It was way less stressful.”

We iterated based on feedback, improving:

• Button placement for thumb reach (mobile)
• Clarifying language for a few questions
• Enhancing the progress indicator

Outcomes

Post-launch metrics (3 months after release):

• Abandonment dropped from 28% → 9%
• CSAT scores on the claims experience rose by 22%
• Time to complete decreased by 30% on average
• Mobile NPS rose from 42 → 61

What I Learned

• Small chunks reduce cognitive load—breaking forms into small steps made a huge difference.
• Conversational UX ≠ chatbot—users don’t want to chat with a robot; they want clarity and structure.
• Empathy matters—people filing claims are stressed. Simplicity, guidance, and tone make all the difference.

Next Steps

We’re now exploring:

• AI-assisted answers for easier data entry (e.g., pulling vehicle info from a photo)
• Voice input for accessibility
• Integrating progress sync across devices

Final Thought

This project wasn’t just about redesigning a form. It was about removing friction at a moment when people feel most vulnerable—and turning a stressful task into a manageable, guided journey.