Web Design

State Farm

About the Project

As the creative lead for a financial services company, I was challenged to redesign the website for insurance, banking, and investment services. The goal was to make these typically unexciting tasks feel more approachable and engaging online. To achieve this, I simplified the user experience by removing unnecessary jargon and streamlining the application process. Through these efforts, we were able to upgrade the visual language of the website, create new applications for both internal and external use, and set a new enterprise standard for project processes involving UX. Overall, the new design system successfully transformed the user experience, making financial services feel more accessible and inviting to all users.

Site Maps & Wires


State Farm, a company with a rich history spanning almost a century, naturally encountered outdated or nonexistent systems along the way. Among these was the absence of a system that facilitated transparency and collaboration with partners and stakeholders. To bridge this gap, we took the initiative to create the Product Delivery Model (PDM). This system became our driving force to promote the value of user experience as a department and to set clear expectations and processes for any project involving UX and project stakeholders. By leveraging the PDM, we successfully evangelized the importance of user experience and instilled a shared understanding and commitment to excellence across all aspects of the project lifecycle. The PDM became an invaluable tool that facilitated seamless collaboration and ensured successful outcomes for State Farm and its partners.
Upon completing the first major project life cycle, I took the initiative to craft a compelling presentation that would effectively communicate our process of assessment, identification of key issues, and collaborative efforts towards finding impactful solutions within the organization. The presentation was well-received, garnering rave reviews from stakeholders who recognized its value. As the demand for a shareable version of the presentation deck grew, we realized that the initial deck lacked speaker notes, rendering it difficult for others to accurately convey the information using only the visual content. To address this challenge, I decided to create a leave-behind document that would accompany the presentation. However, this document quickly evolved into something much more substantial—a comprehensive 115-page coffee table book that not only chronicles the design evolution but also highlights the benefits and positive outcomes resulting from our approach. This visually captivating book serves as a testament to our team’s achievements and provides a valuable resource for stakeholders to fully grasp and appreciate the depth of our work.