State Farm Home+ insights
Requirements
Based on unique home attributes, insights or tasks are sent to users on a seasonal or weekly basis and are the cornerstone of the app. The goal was to soften the intimidation of taking action, and organize content in a way that could scale for AI implementation and user engagement.
Content strategy
Due to the high number of required insights, we immediately switched from using purchased content to AI. I was able to prompt the AI to deliver content in 5 steps or less, and make the output clear and succinct.
I highlighted the value proposition of each insight under the warm invitation to "Get to know your home."
We were able to include legal requirements as a very small card before the CTA, and I removed all usage of title case. I also streamlined the way timing was presented. Every 6 months became twice a year. Once a month became monthly. Any way we can reduce cognitive load on a screen this busy is a win.
Delivery
The insights are accessible, and easy to approach. The template was designed so others could enter the space and continue to generate content using AI with set parameters.
State Farm Home+ app value tour
Requirements
Once a user downloads an app, they should know right away what's in it for them. Written before a content designer came aboard, the three screen value tour didn't hit the heart of the app.
Content strategy
As the sole content designer, I was close to all of the app's parts and its purpose - personalize, predict and prevent. I wanted to convey peace of mind, instill confidence in our product, and be the trusted guide to help get the work done. The original content had mentioned insights, the personalized tasks we'd send to users to maintain their home. At this stage in the game, an 'insight' meant nothing to the user.
Delivery
A succinct one page screen that pulls in the company's long and trusted reputation, sets user expectations, and reassures them it's a one-stop shop for home maintenance. I was also quick to remove the multiple ellipses, and not separate a thought with an illustration. As of July 2025 this app remains in a beta stage.
Note: These designs have been altered to remove branding.
