Helping consumers take back control of their personal data.

People have data that is always being collected, shared, stolen, and sold. Most people don't have insight into how much of their personal data is out there, let alone what to do about it. In an effort to help people take more control in their lives, Allstate set out to launch a product that allowed people to manage their digital privacy with companies.

As a product designer, I led the end-to-end process to redesign the MVP product for native app and incorporate privacy tools into the experience. I worked with an amazing team of designers, content strategists, product managers, and engineers.

My Role

Product designer

Company

Allstate

Year

2020

My Responsibilities

• Design
• Strategy
• Research
• Wireframing
• Prototyping
• Handoff & QA

We launched the Digital Footprint as an MVP and upon doing research we found that users had a new understanding of who had their data, but didn't provide them with a way to do something about it. This turned quickly turned a magical moment into a pain point. I joined the project once this research was completed to help solve this pain point.

Context

Without having the ability to take action on accounts and breaches, users didn’t see enough value to continue using the product.

“It’s great to see what accounts I have, but I’m not sure what else to do with this information.”

Problem

• Unsubscribe from marketing emails.
• Send companies a request to delete their data and account.
• Tell companies how to use their data with privacy preferences.

Solutions that 2.0 brought

We designed an experience that allowed users to scan their email inboxes, see accounts, breaches, and take action on accounts. We gave users privacy tools for the Allstate mobile app.

How we brought new concepts to the world

Multiple rounds of research and iterations helped us introduce new concepts to users and give them a better understanding of the value prop. We tested ways of conveying request types to users and spent a ton of time on refining the privacy preference requests. Five different sharing levels, button placements, and various copy concepts were tested.

Putting early concepts and copy into testing

Users only selected 1 of 3 sharing levels; no sharing, limited sharing, and open sharing.
Users struggled finding the privacy preferences button because it was below the fold.
Users didn’t understand how unsubscribe and deactivation requests worked.

Quick learnings

Quick changes

For the following round

Reduced the number of sharing options from 5 to 3.
Clarified the copy of the unsubscribe and deactivation requests.
Moved the privacy preferences button above the fold.
Our business strategy was to pull health scores, so we could empathize with businesses since we understood how these scores could affect them negatively.

Testing on the web revealed that users needed education on how tools worked and what the tools were doing, before feeling comfortable enough to use them. Because this product was being worked on for both web and the Allstate mobile app, we were able to take learnings from one another and apply them.

Working across platforms and to test, learn, and move quickly

We worked with the Allstate mobile app team to help translate wires and testing results to visual designs that fit within their design system. We had open and constructive conversations on tradeoffs to ensure that the experience wasn't limited by the design system.

Adapting experience requirements to fit the design system and reach final designs

A competitive differentiator for Allstate Identity Protection

No other identity protection provider offered privacy tools in the employee benefits channel. This differentiator helped our sales team close more deals in 2020.

Increased feature activation

The redesigned experience and addition of the privacy features led to a 48% increase in the activation rate.