American Family Insurance
Auto Sales Tool
For over 20 years, the Auto Sales Tool (AST) was built for agents, not customers. It remained untouched while competitors enhanced their digital journeys. Customers were required to complete an 18-page application. AmFam’s homepage saw a 40% drop-off as a result. It was time for a change.
November 2020 — 6 Months
CLIENT
American Family Insurance
Role
Senior UX Designer
DELIVERABLES
Auto Tool Redesign
Customer Journey
Budget Proposal Deck
UX Analytics Review
CLIENT
WanderEase
Role
WanderEase
Service
WanderEase
Industry Snapshot
Industry Snapshot
Buying auto insurance is full of friction—from credit scores and premium costs to coverage requirements.
The process can feel overwhelming, especially for new drivers. AmFam’s outdated tools didn’t simplify this.
Instead, they mirrored internal workflows, increasing confusion and abandonment.
User Journey
User Journey
Quote
Users faced 9 pages before they even saw a premium. The flow asked redundant questions and was filled with terms customers didn’t understand. 69% dropped off before ever seeing a quote.
Quote
Users faced 9 pages before they even saw a premium. The flow asked redundant questions and was filled with terms customers didn’t understand. 69% dropped off before ever seeing a quote.
Bind
The second half of the flow added another 9 pages for binding the policy. 87% of users abandoned during this stage. Only 0.13% of users made it through the full process.
Bind
The second half of the flow added another 9 pages for binding the policy. 87% of users abandoned during this stage. Only 0.13% of users made it through the full process.
Future
I cut the Auto Sales Tool journey from 18 steps to 9—eliminating dead ends, clarifying language, and adding step-by-step progress. Working in agile, I drove faster iteration and improved task completion.
Future
I cut the Auto Sales Tool journey from 18 steps to 9—eliminating dead ends, clarifying language, and adding step-by-step progress. Working in agile, I drove faster iteration and improved task completion.
Visual Audit
Visual Audit
I documented every legacy screen, identified inconsistencies, and outlined where users encountered friction.
Before Screen
I documented every legacy screen, identified inconsistencies, and outlined where users encountered friction.
Before Screen
Legacy Screen
Legacy Screen
Design Process
Design Process
I led concept development, stakeholder critiques, and visual iterations from rough frameworks to polished UI.
Concept One
Concept Two
Final Concept
Concept Two
Final Concept
Deliverables
Deliverables
Agile UX Strategy
The dev team was operating on a rigid waterfall model with 4PM Q&A handoffs to overseas QA. I introduced an agile process with sprint rituals, async Figma handoffs, and weekly cross-functional planning with PMs, devs, and BAs.
Design Workshops
To build trust and advocate for design, I created a recurring series of dev-facing workshops, recorded walkthroughs, and Figma tutorials. These sessions made design approachable and collaborative.
Visual Redesign
Using UX research, analytics, and stakeholder feedback, I delivered a clean, customer-centric UI that prioritized clarity, reduced cognitive load, and elevated AmFam’s brand perception.
Agile UX Strategy
The dev team was operating on a rigid waterfall model with 4PM Q&A handoffs to overseas QA. I introduced an agile process with sprint rituals, async Figma handoffs, and weekly cross-functional planning with PMs, devs, and BAs.
Design Workshops
To build trust and advocate for design, I created a recurring series of dev-facing workshops, recorded walkthroughs, and Figma tutorials. These sessions made design approachable and collaborative.
Visual Redesign
Using UX research, analytics, and stakeholder feedback, I delivered a clean, customer-centric UI that prioritized clarity, reduced cognitive load, and elevated AmFam’s brand perception.
The Outcome
The Outcome
|
The redesigned Auto Sales Tool delivered a cleaner, faster experience. Redundant fields were removed. Step counts were cut in half. Labels were rewritten for clarity. And the interface finally reflected a user-first design.
This wasn’t just visual polish—it was a structural shift that rebuilt trust in the application process.
Entry flow: streamlined application start
A cleaned-up presentation of premium information with simplified copy and actionable steps. |
A cleaned-up presentation of premium information with simplified copy and actionable steps. |
Refined layout of coverage choices to reduce friction and help users understand decisions. |
Refined layout of coverage choices to reduce friction and help users understand decisions. |
Final step showing a human-centered summary of selections and guidance on what happens next.
Final step showing a human-centered summary of selections and guidance on what happens next.
Reflection
Reflection
This project reinforced what good research does best: bring clarity. By making the invisible visible, I helped Alaska shift from reactive fixes to long-term strategy—grounded in what their employees actually needed.
American Family Insurance
Auto Sales Tool
For over 20 years, the Auto Sales Tool (AST) was built for agents, not customers. It remained untouched while competitors enhanced their digital journeys. Customers were required to complete an 18-page application. AmFam’s homepage saw a 40% drop-off as a result. It was time for a change.
November 2020 — 6 Months
CLIENT
American Family Insurance
Role
Senior UX Designer
DELIVERABLES
Auto Tool Redesign
Customer Journey
Budget Proposal Deck
UX Analytics Review
CLIENT
WanderEase
Role
WanderEase
Service
WanderEase
Industry Snapshot
The platform suffered from broken search, outdated content, and poor navigation. But the deeper issue was communication overload, employees were drowning in emails, meetings, and competing channels. They'd lost trust in the intranet and simply stopped using it.
User Journey
Quote
Users faced 9 pages before they even saw a premium. The flow asked redundant questions and was filled with terms customers didn’t understand. 69% dropped off before ever seeing a quote.
Bind
The second half of the flow added another 9 pages for binding the policy. 87% of users abandoned during this stage. Only 0.13% of users made it through the full process.
Future
I cut the Auto Sales Tool journey from 18 steps to 9—eliminating dead ends, clarifying language, and adding step-by-step progress. Working in agile, I drove faster iteration and improved task completion.
Visual Audit
I documented every legacy screen, identified inconsistencies, and outlined where users encountered friction.
Before Screen
Legacy Screen
Design Process
I led concept development, stakeholder critiques, and visual iterations from rough frameworks to polished UI.
Concept One
Concept Two
Final Concept
Concept Two
Final Concept
Deliverables
Agile UX Strategy
The dev team was operating on a rigid waterfall model with 4PM Q&A handoffs to overseas QA. I introduced an agile process with sprint rituals, async Figma handoffs, and weekly cross-functional planning with PMs, devs, and BAs.
Design Workshops
To build trust and advocate for design, I created a recurring series of dev-facing workshops, recorded walkthroughs, and Figma tutorials. These sessions made design approachable and collaborative.
Visual Redesign
Using UX research, analytics, and stakeholder feedback, I delivered a clean, customer-centric UI that prioritized clarity, reduced cognitive load, and elevated AmFam’s brand perception.
The Outcome
The redesigned Auto Sales Tool delivered a cleaner, faster experience. Redundant fields were removed. Step counts were cut in half. Labels were rewritten for clarity. And the interface finally reflected a user-first design.
This wasn’t just visual polish—it was a structural shift that rebuilt trust in the application process.
A cleaned-up presentation of premium information with simplified copy and actionable steps. |
Refined layout of coverage choices to reduce friction and help users understand decisions. |
Final step showing a human-centered summary of selections and guidance on what happens next.
Reflection
This project reinforced what good research does best: bring clarity. By making the invisible visible, I helped Alaska shift from reactive fixes to long-term strategy—grounded in what their employees actually needed.
American Family Insurance
Auto Sales Tool
For over 20 years, the Auto Sales Tool (AST) was built for agents, not customers. It remained untouched while competitors enhanced their digital journeys. Customers were required to complete an 18-page application. AmFam’s homepage saw a 40% drop-off as a result. It was time for a change.
November 2020 — 6 Months
CLIENT
American Family Insurance
Role
Senior UX Designer
DELIVERABLES
Auto Tool Redesign
Customer Journey
Budget Proposal Deck
UX Analytics Review
CLIENT
WanderEase
Role
WanderEase
Service
WanderEase
Industry Snapshot
Industry Snapshot
Buying auto insurance is full of friction—from credit scores and premium costs to coverage requirements.
The process can feel overwhelming, especially for new drivers. AmFam’s outdated tools didn’t simplify this.
Instead, they mirrored internal workflows, increasing confusion and abandonment.
User Journey
User Journey
Quote
Users faced 9 pages before they even saw a premium. The flow asked redundant questions and was filled with terms customers didn’t understand. 69% dropped off before ever seeing a quote.
Quote
Users faced 9 pages before they even saw a premium. The flow asked redundant questions and was filled with terms customers didn’t understand. 69% dropped off before ever seeing a quote.
Bind
The second half of the flow added another 9 pages for binding the policy. 87% of users abandoned during this stage. Only 0.13% of users made it through the full process.
Bind
The second half of the flow added another 9 pages for binding the policy. 87% of users abandoned during this stage. Only 0.13% of users made it through the full process.
Future
I cut the Auto Sales Tool journey from 18 steps to 9—eliminating dead ends, clarifying language, and adding step-by-step progress. Working in agile, I drove faster iteration and improved task completion.
Future
I cut the Auto Sales Tool journey from 18 steps to 9—eliminating dead ends, clarifying language, and adding step-by-step progress. Working in agile, I drove faster iteration and improved task completion.
Visual Audit
Visual Audit
I documented every legacy screen, identified inconsistencies, and outlined where users encountered friction.
Before Screen
I documented every legacy screen, identified inconsistencies, and outlined where users encountered friction.
Before Screen
Legacy Screen
Legacy Screen
Design Process
Design Process
I led concept development, stakeholder critiques, and visual iterations from rough frameworks to polished UI.
Concept One
Concept Two
Final Concept
Concept Two
Final Concept
Deliverables
Deliverables
Agile UX Strategy
The dev team was operating on a rigid waterfall model with 4PM Q&A handoffs to overseas QA. I introduced an agile process with sprint rituals, async Figma handoffs, and weekly cross-functional planning with PMs, devs, and BAs.
Design Workshops
To build trust and advocate for design, I created a recurring series of dev-facing workshops, recorded walkthroughs, and Figma tutorials. These sessions made design approachable and collaborative.
Visual Redesign
Using UX research, analytics, and stakeholder feedback, I delivered a clean, customer-centric UI that prioritized clarity, reduced cognitive load, and elevated AmFam’s brand perception.
Agile UX Strategy
The dev team was operating on a rigid waterfall model with 4PM Q&A handoffs to overseas QA. I introduced an agile process with sprint rituals, async Figma handoffs, and weekly cross-functional planning with PMs, devs, and BAs.
Design Workshops
To build trust and advocate for design, I created a recurring series of dev-facing workshops, recorded walkthroughs, and Figma tutorials. These sessions made design approachable and collaborative.
Visual Redesign
Using UX research, analytics, and stakeholder feedback, I delivered a clean, customer-centric UI that prioritized clarity, reduced cognitive load, and elevated AmFam’s brand perception.
The Outcome
The Outcome
|
The redesigned Auto Sales Tool delivered a cleaner, faster experience. Redundant fields were removed. Step counts were cut in half. Labels were rewritten for clarity. And the interface finally reflected a user-first design.
This wasn’t just visual polish—it was a structural shift that rebuilt trust in the application process.
Entry flow: streamlined application start
A cleaned-up presentation of premium information with simplified copy and actionable steps. |
A cleaned-up presentation of premium information with simplified copy and actionable steps. |
Refined layout of coverage choices to reduce friction and help users understand decisions. |
Refined layout of coverage choices to reduce friction and help users understand decisions. |
Final step showing a human-centered summary of selections and guidance on what happens next.
Final step showing a human-centered summary of selections and guidance on what happens next.
Reflection
Reflection
This project reinforced what good research does best: bring clarity. By making the invisible visible, I helped Alaska shift from reactive fixes to long-term strategy—grounded in what their employees actually needed.
American Family Insurance
Auto Sales Tool
For over 20 years, the Auto Sales Tool (AST) was built for agents, not customers. It remained untouched while competitors enhanced their digital journeys. Customers were required to complete an 18-page application. AmFam’s homepage saw a 40% drop-off as a result. It was time for a change.
November 2020 — 6 Months
CLIENT
American Family Insurance
Role
Senior UX Designer
DELIVERABLES
Auto Tool Redesign
Customer Journey
Budget Proposal Deck
UX Analytics Review
CLIENT
WanderEase
Role
WanderEase
Service
WanderEase
Industry Snapshot
The platform suffered from broken search, outdated content, and poor navigation. But the deeper issue was communication overload, employees were drowning in emails, meetings, and competing channels. They'd lost trust in the intranet and simply stopped using it.
User Journey
Quote
Users faced 9 pages before they even saw a premium. The flow asked redundant questions and was filled with terms customers didn’t understand. 69% dropped off before ever seeing a quote.
Bind
The second half of the flow added another 9 pages for binding the policy. 87% of users abandoned during this stage. Only 0.13% of users made it through the full process.
Future
I cut the Auto Sales Tool journey from 18 steps to 9—eliminating dead ends, clarifying language, and adding step-by-step progress. Working in agile, I drove faster iteration and improved task completion.
Visual Audit
I documented every legacy screen, identified inconsistencies, and outlined where users encountered friction.
Before Screen
Legacy Screen
Design Process
I led concept development, stakeholder critiques, and visual iterations from rough frameworks to polished UI.
Concept One
Concept Two
Final Concept
Concept Two
Final Concept
Deliverables
Agile UX Strategy
The dev team was operating on a rigid waterfall model with 4PM Q&A handoffs to overseas QA. I introduced an agile process with sprint rituals, async Figma handoffs, and weekly cross-functional planning with PMs, devs, and BAs.
Design Workshops
To build trust and advocate for design, I created a recurring series of dev-facing workshops, recorded walkthroughs, and Figma tutorials. These sessions made design approachable and collaborative.
Visual Redesign
Using UX research, analytics, and stakeholder feedback, I delivered a clean, customer-centric UI that prioritized clarity, reduced cognitive load, and elevated AmFam’s brand perception.
The Outcome
The redesigned Auto Sales Tool delivered a cleaner, faster experience. Redundant fields were removed. Step counts were cut in half. Labels were rewritten for clarity. And the interface finally reflected a user-first design.
This wasn’t just visual polish—it was a structural shift that rebuilt trust in the application process.
A cleaned-up presentation of premium information with simplified copy and actionable steps. |
Refined layout of coverage choices to reduce friction and help users understand decisions. |
Final step showing a human-centered summary of selections and guidance on what happens next.
Reflection
This project reinforced what good research does best: bring clarity. By making the invisible visible, I helped Alaska shift from reactive fixes to long-term strategy—grounded in what their employees actually needed.