Selective Insurance

2020 Summer Awards Platinum AwardBest Mobile App Design

Selective Insurance

MySelective Mobile App and Web Portal

Project Overview

Selective Insurance Company of America hired UX Team to redesign the User Experience of its MySelective mobile app and web portal that Selective customers use for:

  1. Accessing important policy information
  2. Making payments
  3. Live Chat with service experts
  4. Reporting and checking the status of claims (with photos)
  5. Scheduling auto glass claim repairs
  6. Finding local or Selective-preferred body shops
  7. Contacting independent agents
  8. Accessing 24/7 roadside assistance
  9. Viewing or downloading replacement auto ID cards
  10. Requesting a Certificate of Insurance (COI)

Activities and Deliverables:

  1. Lead Team Work Sessions with the Selective product team and executive stakeholders to review the current state mobile app, their backlog of future features, known pain points, and customer survey results
  2. Defined the project’s Critical Success Criteria
    • Increase registered active users/customers
    • Reduce call center calls
    • Win an award!
  3. Conducted User Shadowing and Interviews with customers and insurance agents
  4. Performed Research of competitors and best-in-class UX design features
  5. Defined User Personas
  6. Performed Information Design activities that included creating site maps and flow diagrams of the current state and future state
  7. Iterated through several rounds of User Interface Wireframes and Mockups
  8. Conducted Usability Tests
  9. Created an interactive HTML/CSS prototype
  10. Conducted a final executive stakeholder presentation detailing the evidence-based UX improvements that included:
    • Before/after registration completion stats
    • How customer survey results influenced design decisions


  1. Reduced the number of registration fields from 19 to 3
  2. Reduced the number of registration interaction touch points from 28 to 8
  3. Reduced the average time to register a new account from 4 minute / 22 seconds to 20 seconds
  4. Reduced the time to submit a claim from 44 seconds to 20 seconds
  5. Winner of 2020 Summer Awards – Best Mobile App Design!