Designing a new business idea for a top American insurance company
Designing a new business idea for a top American insurance company
Designing a new business idea for a top American insurance company
Designing a new business idea for a top American insurance company
Business Design
Environments Design
Design Research
Project Leadership
Design Direction
+ $3 million
1.5 years
+ $3 million
1.5 years
State Farm is one of the leading insurance companies in North America. It offers a broad range of insurance, banking, and investment products and services. Over the past few years, State Farm’s core offerings have faced various challenges, including a decrease in car ownership per household, public policy changes, safer vehicle design, new car-sharing services, and a shifting client base. To address a changing marketplace and build stronger relationships with Millennials (consumers born between 1981 and 2000), State Farm engaged IDEO in a four-year, radically collaborative relationship that resulted in the design and launch of Next Door, a community-focused learning center that offers free, no-pressure financial coaching to consumers in the Chicago area. Next Door opened in Chicago’s Lakeview neighborhood in August 2011.
Since opening, Next Door has registered many thousands of community members, provided thousands of coaching sessions, and hosted regular classes and community events. Next Door has also received praise from local and national media, and high ratings on Yelp. Through Next Door, State Farm has started a mutually beneficial dialogue between their employees and the Next Door community, with benefits ranging from helping and learning about young consumers to supporting local businesses. “At State Farm, we see Next Door as an open-source learning lab,” says Brett Myers, Next Door’s program director. “It’s a new way of being a ‘good neighbor’ for a new generation.”
Prototyping: Environments Lead
Overall Project Leadership
Creative leadership
Prototyping: Environments Lead
Overall Project Leadership
Creative leadership
Prototyping: Environments Lead
Overall Project Leadership
Creative leadership
Over the two years of work with State Farm to bring Next Door to life, I lead the environments workstream for the inital prototyping, then the overall go-to-market project, leading a team of 25 IDEO'ers, architects, engineers, and client-side team. I helped choose the site location, helped the executive team gain internal buy-in, helped choose the different partners, and helped the client real estate team bring Next Door to market.
After interviewing 18- to 35-year-olds, IDEO’s design team soon discovered that many young people viewed traditional banks and insurance companies as “intimidating” and “unwelcoming,” selling products and services that were confusing, expensive, and irrelevant to their contemporary lifestyles.
To help change this perception, the team began designing a community “financial learning space” with no-pressure financial coaching as its core offering. To make the experience more realistic, designers built a full-scale prototype of the concept in a Chicago warehouse. IDEO and State Farm walked dozens of consumers through the prototype, acting out different service scenarios and roles and soliciting feedback. IDEO also interviewed State Farm agents, life coaches, and financial advisers about their goals, challenges, and connections with customers for additional inspiration.
I worked with State Farm over a few years to take a broad vision and make it real – first in a West Loop warehouse with blue tape, then IKEA furniture, then with custom furniture, and then finally working with other experts to bring it to life. Every jump in fidelity we used feedback from people – experts and those who needed financial help alike – to clarify and distil what Next Door should be.
When State Farm decided to take the idea from concept to bricks-and-mortar in 10 short months, IDEO invited the State Farm creative team and outside digital developers and architects to work side-by-side with IDEO designers for a few months in IDEO’s Chicago studio. Together, the team created the Next Door brand (logo, graphics, and more); key storefront and interior designs; digital designs including a website and an iPad Financial Coaching Tool; concepts for classes and community events; and a framework for the new venture’s organizational structure, service roles, and metrics for success.
Every aspect of the Next Door service experience is designed to support meaningful conversations about personal financial goals with Millennials. Next Door beckons curious passersby and makes them feel comfortable by providing a bright, modern interior filled with comfy sofas, free Wi-Fi, whiteboards, and a café stocked with locally-sourced artisanal coffee and snacks. Helpful hosts explain what Next Door has to offer. A wall-sized chalkboard advertises free classes taught by Financial Coaches and local other experts, as well as events like art exhibitions and yoga classes hosted on-site by community members. Professional conference rooms can be reserved for free, and a lending library is filled with books about personal finance.
Next Door’s main attraction is free financial coaching. These experts— part mentors, part life coaches—help customers navigate the financial implications of such goals as starting a family, leasing a car, or buying a house. They offer insight and information in laypeople’s terms, bringing the State Farm heritage of “good neighbor” assistance to a new generation.
Next Door was envisioned to exist for only three years, acting as a research and marketing vehicle. We were always excited that State Farm continued to find value. Unfortunately, Next Door closed it's doors this year after 9 years due to COVID-related precautions.
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In this episode we speak with Sam Starr, a cargo bike expert about what our cities might look like if we shift some (or a substantial amount) of our in-city freight traffic from giant potential trucks to cargo bikes. Listen to Episode 006 with Sandra Rothbard for more freight pod.
Sam Starr is a distinguished Sustainable Freight and Cycle Logistics consultant, co-founder of the North American Cargo Bike Conference by Our Greenway, and a trailblazer in the decarbonizing of goods movement. With over 15 years of expertise in logistics and supply chain, including roles at FedEx Services, Flash Global, US Pack Logistics, and others, Sam has recently played a pivotal role in transforming sustainable logistics, driving academic studies and cycle logistics pilots across Canada. A sought-after speaker at conferences like those hosted by the Association for Supply Chain Management, International Cargo Bike Festival, and the United Nations Economic Commission, Sam holds degrees in Electrical and Systems Engineering from the University of Pennsylvania and is a graduate of the Master of Engineering Leadership program in Urban Systems at the University of British Columbia. Passionate about sustainable cities and cutting-edge mobility, Sam stands out as a visionary leader shaping the future of environmentally responsible logistics systems.
“The future is very bright for cargo bikes, but we need to start thinking about it as that ecosystem. And this is not just for businesses, it’s for everybody.”
In this episode we speak with freight expert Sandra Rothbard, who is an urban planner specializing in freight transportation. After working for public agencies in NYC on city logistics, disaster preparedness and solid waste management, she now supports public, private and non-profit organizations around the world as an independent consultant. She focuses on building sustainable, resilient and safe streets, healthy communities and efficient and economic supply chains.
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“What I and my colleagues, would like to see, is a definition between what is a regular, family use cargo bike that might as well just be a regular e-bike. So that’d be one category and then another category that’s maybe more on the mid size scale that allows for heavier duty goods requires maybe a bit of training to use them but this is still carrying a I’ll call it a mid weight. And then a higher, heavier duty category that’s looking at 800 pounds, 700, 800 pounds of payload and more, and that these get regulated at these different levels.”
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