There are 5977 insurance companies in the US and they all sell the same thing.
So how do you give the one that claims to “do right” by their customers the credit they deserve? Agents are at the core of State Farm’s business model. These “good neighbors” know who you are and can help you with what you need when you need it. For example, they know it’s important to store your batteries properly because a simple penny can cause a 9-volt to spark a fire. Or that bald tires can increase a car’s stopping distance to over 4 1/2 school bus lengths.
State Farm was sitting on a wealth of knowledge that could truly help people before their first claim. Our mission was to create an online platform to unearth this content, making it accessible and actionable.
My approach was to un-design the site, focus on content, and remove any barriers to it.
Over 800 videos, articles and tools were carefully organized by category and relevancy to four core concepts: Planning, Smart Ideas, Safety, and Saving.
Good neighbors not chest-beaters! Cues were taken to align Simple Insights to State Farm’s look and feel without overly branding it.
The benefit of a platform approach is that new content could be curated and featured alongside existing articles. Infographics helped break up the monotony of the traditional article format and make complex entries fun to read.
Sometimes the best design places function over form and allows the brand to benefit from what they do - not what we help them say.
Associate Creative Director
UX Group Director