— State Farm: Desktop Wireframe, User Persona, and Copy Deck.

PROJECT

Create three interior pages to add to an existing State Farm experience to build value and quality around the brand rather than solely focus on strict savings messaging, as well as provide a resource for users looking to research coverage options in-depth.  

SCOPE

Create simple, compelling headlines, module copy, and CTAs for three interior pages: a State Farm value page, an auto insurance page, and a home and auto bundles page. 

MY ROLE

Content Strategist & UI Copywriter.

COLLABORATORS

Data Analyst, UX/UI Designer, and State Farm business partners. 

GOAL

Increase click-through rates, time on page, and conversion by adding interior pages to an existing State Farm experience. Use data findings to create research-backed interior page categories.

CHALLENGES

Insurance is a highly regulated, nuanced industry. Additionally, State Farm had very specific brand guidelines that it required us to maintain. Because these restrictions were in place, my team and I were required to carefully navigate this project while creating a streamlined, user-centric experience. 

PROCESS

On the insurance team where I currently work, we created many experiences while we were business partners with State Farm. Working for one of the largest - and oldest - insurance companies in the United States gave me keen insight into navigating data and customer behavior from many different people groups. I weighed all data provided to determine pain points and create the most granular user experience possible. 

After receiving analytics and data from our existing State Farm experiences, we found that a large number of our user base who explored our sites on desktop and mobile and were primarily iOS and MacBook users. This keyed me in to a very compelling trait about them: Apple users are very brand-loyal and quality means a lot to them.

Knowing this, much of the content I crafted included value props surrounding the quality State Farm provides, as well as statements about its reputation of excellence. Futhermore, since I knew many of our user demographic was easily swayed by word-of-mouth and friend or family referrals, I framed much of the content with this in mind. 

USER PERSONA

WIREFRAME

This low-fidelity wireframe contains placeholder copy and was
presented to stakeholders in the early stages of approvals.

The wireframe shows a work in process and the essential
collaboration between content strategist and designer. Since every
project is approached with a content-first mindset, I worked hand-in-hand
with a UX/UI designer to formulate a strategy for where content would live
on the page. After this was crafted, I wrote new content using pre-approved
messaging and fresh messaging for the designer to place into the design
before the UI was finalized. 

COPY DECK

Hero

Hero Headline 1: Why State Farm?
Hero Subhead 1: When you think of insurance, there's a reason our name comes to mind
CTA: Want to learn more? Call 1-855-555-5555 today.

Body Copy Block 1

Headline 1: We’re different. On purpose.
Body 1: Not all insurance providers are created equal. For nearly 100 years, the quality, value and service provided by State Farm
has made us a leader in the industry.

Body Copy Block 2

We insure more homes and cars than any other provider in the United States.

We handle roughly 37,000 claims per day and offer  personalized service every time.

We have 18,000 local agents across the United States ready to help when you need them.

Urgency Banner 1: Join the millions. Protect what matters most with the best. Call 1-855-555-5555 today.

Body Copy Block 3

Getting a policy with State Farm is simple. In one call, you'll get: 

- Answers to all of your questions
- A free quote in minutes, customized just for you
- Discounts you qualify for applied to your account
- Contact information for your local agent
- Instant, electronic proof of insurance
- Protection you need, effective immediately

1. Pick up the phone and call 1-855-555-5555. State Farm representatives are standing by to help you get a free quote in minutes.

2. Our experts will answer any questions you may have, explain how your policy can protect you and see if you’re eligible for one or more of our discounts. We’ll help you find coverage that meets your needs, so that you can have peace of mind knowing you’re protected by the best.

3. As soon as you purchase a policy, you’ll get proof of insurance and the name and number of your local agent. They’ll be right there with you every step of the way, from explaining your coverage to handling your claim.

Urgency Banner 2: Ready to get insured today? Call 1-855-5555 to get the coverage that meets your needs.