The Allstate Mobile team keeps a running list of new or enhanced features to introduce for customers. Many ideas that make the list are sparked by reading user reviews about what's working in the app — and what isn't.
"We're always looking for ways that we can add value and engagement to the insurance experience for our customers," said Mike A., director, Mobile.
This summer, the Mobile team challenged themselves to give customers more ways to connect with Allstate through the app — and launch within a few months.
The team used their list, recent consumer research and data about what current customers do in the app to refresh it with a new look and new features, making it easier for customers to interact with Allstate on their terms.
Adding a little more fun
The redesigned Allstate® app launched Oct. 30 for both iPhone and Android users nationwide. In addition to existing policy functions like filing a claim or accessing Drivewise®, the app has new features, many through partnerships, to help customers in their day-to-day:
- A gas finder, powered by GasBuddy®, to help customers save money by finding the lowest priced fuel in their area
- A parking reservation platform, powered by SpotHero®, to help customers find and save money on parking
- A weather risk resource, powered by Risk Factor®, to help customers understand climate risks for their home, such as flooding, wildfire and severe wind
- A trusted repair shop finder, powered by Good Hands® Repair Network, to help customers in need of auto body work
"We're excited to bring something new to increase customer engagement," said Cheryl W., product manager, Mobile. "We know from research and activity data that people think about their insurance for just a few minutes to pay their bill or access their ID cards. These new features give customers something more fun to do in the app that still relates to our auto and home products."
We're helping customers do things faster, too. Those logged into the app will now have their details prepopulated when getting an auto quote, speeding up the process of buying a new policy.
Being able to improve the customer experience and offer more through the app has been particularly exciting for Digital Product Manager Mike E.
"We're expanding the protection that people would expect to get from Allstate. So, it's cool to see those things in the mobile app," he said. "Allstate Mobile is the primary touchpoint for customers. That's where many people interact with their insurance company — and should be able to do it anywhere. That's what Allstate Mobile provides them."
A data-driven design change
The Mobile team also noticed how customers weren't using the app — like not finding the link to add their ID card to their Apple Wallet.
Knowing consumers are increasingly using digital wallets to keep everything from credit cards to airplane boarding passes to event tickets in one place, the Mobile team redesigned the Apple Wallet link and made it more prominent, helping create a more modern and user-friendly experience. Android users can also now add their ID card to Google Wallet.
"That's one where it was kind of a no-brainer," Mike A. said. "We know based on user data that ID cards are one of the main features of the app, so any improvement to that area will make a big impact on customers."
'We get to experiment, learn quickly' — and continually get better
The Mobile team normally works on redesigns in stages.
This time, they wanted to work quickly — not chasing perfection but getting the updated app into customers' hands and using their feedback for improvements.
"Feedback from customers saying that they love the new features, or feedback from customers saying they hate the new features, and we take them out — that's a win for us," Mike E. said. "We get to experiment, learn quickly and show our agility."
The team hopes to get more customers to download the app and reach 5 million monthly active users.
They've already succeeded in some ways.
"It was exciting to have a challenge," Mike E. said. "And to see the Mobile team, technology, experience and other areas come together to make this happen really quickly."
Mike A. hopes everyone at the company takes pride in the relaunched app.
"Our transformation is multi-year. It's complicated. It's new products. It's also new customer experiences," he said. "This is a new customer experience change we can all get excited about at Allstate."
