Designing Allstate’s Digital Footprint mobile experience to increase privacy feature adoption
Allstate, a nearly century old insurance company, had a product called "Digital Footprint", an app that scans users' email addresses to identifies accounts and alert them of any data breaches. While the first version allowed users to view their accounts and breaches, it didn't provide the ability to for them to take actionable steps, turning a magical moment into a pain point. We designed the first mobile app version, transitioning from a web-only experience, and conducted research to address this critical user need.
AllState
Validating concepts through iterative testing
We ran multiple research rounds to pressure-test new features and messaging—from request types and privacy controls to button placement and onboarding flows. Each iteration sharpened the value proposition and reduced friction, ensuring users immediately understood Allstate's offering and how to take action.
Making complex information easily digestible
We worked with Allstate's mobile team to translate wireframes and research into designs that didn't feel like reading a spreadsheet. By leaning on infographics and smart visual hierarchy, we made dense information feel approachable and easy to act on.
The implementation of Digital Footprint 2.0 resulted in the following:
A competitive differentiator - No other identity protection provider offered privacy tools in the employee benefits channel. This differentiator helped the sales team close more deals.
48% increase in feature activation - This was the result of a redesigned experience and addition of the privacy features.
