Safeco.com Redesign

Due to a changing platform we had the opportunity to make some improvements to Safeco.com and bring the overall design up to the rebrand look and feel and aligned with the design system. The team placed great importance on how the site could complement and support the agent. We interviewed customers and agents including 5 agent CSRs and 5 agent principals to learn more about how the site can support the independent agent more effectively, what agents expectations are around how to support customers on Safeco.com, what pain points customers face on the site and what specific areas need improvement. Through the research some key findings were revealed including emphasizing the log in button to drive customers to set up their customized portals, promoting the Safeco app, having paperless options available to support the varying needs of customers and promoting the value of the agent relationship and emphasizing that it is free. Overall design was made efficient using the design system.

My work included empathizing with the user, defining where we could make changes based on the findings, acting as a SMEE for Safeco brand and the design system, as well as hands on design to build the site in Sketch.