Allstate.com: The Road To Digital Transformation

2013 DIGITAL TRANSFORMATION

T3 won the RFP to reimagine Allstate.com. The goal was to create a sight with design, functionality and personalization capabilities that aligned with Allstate’s new customer value proposition: putting users' needs first and building meaningful relationships with consumers. Here’s how we made it happen:

• Development of customer personas backed by Qual/Quant research

• Established UX guiding principles

• Focused on visuals supported by a new content hierarchy

• Reduced total page number from 8,191 to 2,534

• Implemented extensive personalization

• Streamlined access to local Allstate agents

• Streamlined My Account experience to simplify account management and up-level the role of the agent as a trusted advisor 

• Worked in close collaboration with Allstate’s IT team for development, QA and deployment

2017-2019 CONTINUED EVOLUTION

As part of our second update to the Allstate site, we created an easy-to- use online style guide to give Allstate’s development team the guidance they needed to accurately make the site’s designs come to life. 

Allstate.com specific style guides included:

• Actual CSS design snippets 

• 38 components, ranging from icons, to accordion designs to image specifications

• Global style guidelines

• A framework for every page in the site without the need to design every page

PERSONALIZATION AT SCALE

Our work helps increase consumer efficiency on Allstate.com with personalized content and anticipatory design.

The site delivers a timely, relevant and predictive experience using:

• Geo-targeting that automatically shows local content, promotions and nearby agents

• ID management that instantly identifies customers and surfaces relevant, actionable content on the homepage

• Look-alike data that identifies user segments and displays the most relevant lifestyle-based content

• Real-time messaging tools that predict users needs based on current and previous browsing behavior

MULTIVARIATE TEST & LEARN CAPABILITIES

We helped shape and mold Allstate.com’s personalization engine and holistic multivariate testing and optimizations strategy.

Multivariate testing is a technique for testing a hypothesis in which multiple variables are modified. The goal of multivariate testing is to determine which combination of variations performs the best out of all of the possible combinations.

My team built the process that Allstate uses today, from strategy to creative, implementation to analyzing and reporting, all the way through to optimizations. It was also the first complete MVT practice built by, and for, T3.

CUSTOMER PORTAL STRATEGY

We’ve also helped Allstate evolve its My Account portal to streamline account management and provide value to customers beyond their policies.

The previous My Account experience was clunky, complex and too focused on transactions. As part of our ongoing strategy, experience and design thinking, My Account has evolved to include:

• Personalized content to keep customers engaged and informed

• Improved way-finding through new nomenclature

• Third-party integrations with Zillow and Kelley Blue Book to increase value and give customers a reason to return

• A step-saving process for customers to make policy changes

The Allstate.com homepage recognizes customers and tailors content accordingly to simplify login and account management as soon as the customer hits the site.

The goal of the work was to drive 3% lift in policyholder registration, we doubled that with a 6% increase to date.

138% INCREASE IN INTENT TO QUOTE

14 P&C INSURANCE MONITOR INDUSTRY AWARDS

90% INCREASE IN TRAFFIC TO AUTO PRODUCT
50% INCREASE IN TRAFFIC TO LIFE PRODUCT
38% INCREASE IN TRAFFIC TO HOME PRODUCT
6% INCREASE IN POLICY REGISTRATION