American Family Insurance dashboard card showing a past due billing account containing two policies.
American Family Insurance dashboard card showing a due soon billing account containing three policies.yt
American Family Insurance dashboard card showing a paid (up next) billing account containing two policies.

American Family is the 12th largest casualty insurance group, servicing over 14 million policies in 19 states.

The Problem: American Family Insurance split its customer dashboard into two main sections: billing and policies. The separation was illogical, considering premiums keep policies active. It created unnecessary duplication and made the experience very unclear.

UX Research: As part of the retention team, I interviewed call center reps and listened to account-related customer calls. I discovered that people were confused about billing accounts and their policies.

Insurance customers can have billing accounts that cover one or more policies. Both billing accounts and policies have unique account numbers, which can be challenging to grasp when navigating complex insurance/financial products.

BEFORE: (previous dashboard card)

Policy cards not shown and usually display below the fold.

AFTER: (new dashboard card)

Solution: The new experience lets billing accounts and policies play nicely together. By grouping content, I reduced policyholder confusion by showing customers how bills/policies are organized (all above the fold).

Result: Reduced support calls related to confusion/questions about billing accounts and policies. The new dashboard cards inspire confidence while educating customers.