State Farm — Case Study

01 — Problem

Shifting the mindset from selling products to offering services

Insurtech disruptors like Lemonade were rewriting what customers expected from their carrier. State Farm needed to shift from selling products to offering self-services people could control from their phone. As Design Lead, I drove research and strategy for AI-assisted claims handling with the Becky system.

Industry Signal 01

Insurtech disruptors like Lemonade were resetting expectations — instant claims, full transparency, all in-app.

Industry Signal 02

Agents spent hours guiding drivers through tedious filing — tasks ripe for AI automation.

Industry Signal 03

Customers wanted to be informed, proactive, and in control — not on hold.

02 — Project

Claims Handling with the Becky AI

Filing a claim is tedious — and it overwhelms State Farm's call centers. The opportunity: use AI to automate the predictable while preserving a human touch where it counts. As Design Lead, I owned discovery, facilitated a future-vision workshop, and synthesized the work into a service blueprint that became the strategic roadmap.

Phases — Discovery, Workshop, Blueprint

Business units aligned

2 days

Future-vision workshop facilitated

Step 01 · Discovery

Listening at the Call Center

I shadowed call-center agents to see where systems failed them — and where Becky could help. The biggest insight: agents had built workarounds (notepad triage, phrase shortcuts) to compensate for fragmented tools. That's where automation could earn its keep.

Step 02 · Future Workshop

Two days. Every stakeholder. One vision.

I facilitated a two-day workshop with stakeholders from across State Farm — running 9-Box, Brand Affinity, and Round Robins to vision the future of claims handling with Becky and live agents working in tandem. The first time many of them had been in the same room.

Workshop sessions: ideation walls, sticky-note synthesis, and stakeholder discussions

Step 03 · Mapping the Experience

From workshop output to a working map

We mapped the future of claims handling end-to-end — not just the happy path, but every fork where Becky needed to hand off to a human. The focus scenario: COL-390, a single-car front-end collision.

Whiteboard mapping of the claims handling journey with swimlanes

Step 04 · Service Blueprint

The deliverable — a strategic roadmap

The Service Blueprint mapped the COL-390 journey from both sides: what the customer sees, and what Becky sees. Swimlanes called out triage moments, agent handoffs, and adjacent services like Photo Capture Assistant — becoming the reference point for every product decision that followed.

Final Becky service blueprint with customer and AI swimlanes across the COL-390 scenario

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