In 2019-2020, State Farm’s UX Center of Excellence initiated a commitment to humanizing data and building empathy through the use of Enterprise Personas, Journeys, and Service Blueprints. These artifacts were often key components in the company’s emphasis on creating more meaningful collaborations around the customer experience and reducing waste in strategic planning activities. Additionally, the company sought to transform the customer experience through enhanced human-centered practices and advancements in technology.

I was asked to play a lead role, as a Digital Experience Architect (a Principal role) in an initiative called CX Optimization. This initiative was a key pillar of CX transformation, which encompassed CX Vision, Culture, and Measurement efforts. These efforts would introduce new ways of working that would drive horizontal strategic planning in digital, supporting goals to enhance the journeys for shopping, billing and payments, claims, and retention experiences.

This case study tells the story of how I led a large cross-functional team in the assessment of critical business decisions that did not consider the needs, wants, and expectations of customers. It highlights my ability to adapt a process, develop mechanisms for change, facilitate and align, and influence business decisions, while recommending actions to optimize the customer experience.