AmFam Connect

Homesite / American Family Insurance

How do you reframe the conversation around insurance and make it less of a necessary evil, without sacrificing existing resources?

Role: Research, UI & UX Design



American Family Insurance, also abbreviated as AmFam, is a private mutual company that focuses on property, casualty, and auto insurance, and also offers commercial insurance, life, health, and homeowners coverage as well as investment and retirement-planning products. A Fortune 500 company, its revenues were over $8.7 billion in 2016. Their mission is to inspire, protect and restore dreams. Because they believe a dream is the most valuable thing you'll ever own.


AmFam was looking to expand its business outside of its established geographic area with the goal of coverage across the US. They wanted to leverage the digital space to provide resources, but were careful to not do so at the expense of established agents and service staff.


Initial research took a few tracks, including learning more about AmFam existing services and research, how services are bundled, how people view insurance and the experiences around it, and competitor analysis.

High-level customer journey

High-level customer journey

Through that research, a set of goals were established:

  1. Design a sales approach that dissolves negative preconceptions towards insurance (difficult, intimidating process; trust issues; time commitment; etc.)  

  2. Design an easy to understand, simplified, and personal cross-channel experience

  3. Craft personalized product bundles and recommendations based on user responses and data

  4. Create/maintain a long-standing relationship with customers by: 

    • Developing a complete communication timeline throughout the lifetime of a customer

    • Focusing on their growth and future needs

    • Providing tools to empower customers to manage their policies

    • Drive experience updates based on analytics and customer behavioral data

  5. Provide an adaptive self-service approach that supports and advises customers on the management of new and existing policies

AmFam customer base was analyzed and target personas were identified and prioritized.

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Personas were based on existing AmFam research and assumptions, and further refined through surveys, interviews, and industry findings. Three main concepts were created centered around the personas, each leaning more towards different ones, with messaging, services and offerings outlined for each.  


Using research findings, concepts were refined with business stakeholders, including focus and messaging. The proposed approach was able to leverage AmFam’s long-built network of agents and service reps and all the knowledge they had to offer, while increasing access, education about insurance, and helpful tools for people in need. Through the positioning, AmFam could build on their platform of helping build and protect dreams and make insurance more of a community support than a necessary evil that one only interacts with under crisis and duress.


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