Allstate Mobile: Elevating the Experience from Utility to Essential

Problem:

Allstate’s mobile app was underleveraged, treated as a utility rather than a core brand touchpoint. With rising consumer expectations, there was a clear need to shift from a project-based approach to a product-driven strategy—transforming the mobile experience into Allstate’s most valuable and user-centric digital platform.

Action:

• Led a strategic workshop to redefine mobile’s role across the customer journey, engaging stakeholders from product, design, and marketing.

• Facilitated user archetype development and needs-based prioritization to realign around customer expectations.

• Uncovered key insights through Mad Lib-style user empathy exercises, revealing desires like smart home integrationsand location-based risk alerts.

• Built alignment on a 2016–17 product roadmap focused on active user growth, cross-functional efficiency, and future-state planning.

• Partnered with Manifest to define strategic recommendations, guiding Q1 pre-planning and budget resourcing.

Result:

• Reframed mobile from a transactional tool to a strategic brand differentiator.

• Informed a multi-year roadmap with clear priorities for innovation, personalization, and retention.

• Catalyzed Allstate’s transition to product-focused development, laying the groundwork for a more cohesive, user-first ecosystem.

• Positioned mobile to become Allstate’s best customer experience—seamless, proactive, and essential.