Research & Analysis:

We began by conducting user interviews and in-app behavior analysis to uncover key friction points in the billing and payment process. Insights revealed that users valued speed, confirmation, and simplicity when completing transactions. Using this data, we developed personas that represented core user segments—from mobile-first policyholders to new users unfamiliar with insurance terminology. To further contextualize our findings, we analyzed competitor insurance and fintech payment systems, focusing on quick-pay experiences, notification flows, and trust-building patterns that could inform our redesign.

Information Architecture:

Using research insights, we mapped the existing user flows and identified redundancies that slowed task completion. The billing hierarchy was reorganized to prioritize payment visibility, confirmation clarity, and unified policy access. Simplified labeling (e.g., replacing “premium due” with “payment due”) helped make navigation more intuitive for both new and returning users.

Wireframing & Prototyping:

We developed low-fidelity wireframes to explore different layouts for payment flows and confirmation pages. These were iteratively refined through user feedback sessions. After alignment with product stakeholders, we created a high-fidelity interactive prototype in Figma, incorporating mobile-first responsive design and clear action cues to minimize cognitive load.

Usability Testing:

We conducted remote and in-person usability tests with participants of varying ages and insurance familiarity. Testing focused on task completion speed, clarity of instructions, and trust in confirmation steps. Results revealed that users completed payments 42% faster and reported greater confidence in transaction completion. Iterations were made to further reduce visual clutter and improve feedback timing.

Visual Design & Style Guide:

Finally, we introduced a modernized interface aligned with State Farm’s brand identity but optimized for accessibility. This included clear visual hierarchy, increased contrast for legibility, and updated iconography for payment states (pending, confirmed, failed). A design system and style guide were created to ensure consistency across the mobile app and web experience for future iterations.