Milewise from Allstate
Bringing the first pay-as-you-drive insurance app for Allstate to market.
Allstate's first UBI
To stay competitive in the market, Allstate aimed to meet the needs of low-mileage drivers by introducing a usage-based insurance (UBI) plan. This group of mostly younger drivers was already tech-savvy and looking to save money.
As Design Lead, my role spanned Strategy, Research and Usability Testing.
Use scenarios | Messaging | Requirements definition | Competitive analysis | Stakeholder needs | Wireframes | Prototyping | User testing
Through research, we found customers were most interested in three aspects:
Savings
Assurance they will not pay more for their insurance than traditional plans
Control
Decide how to budget their driving and finances
Transparency
Know exactly what data is being captured and make it easily visible
Clean & simple
By focusing on the data rather than Allstate branding, we were able to test how customers engaged with the app. Removing unnecessary design details allows us to better assess the effectiveness of the product offering.
Putting capabilities first
Because this was a very different way to provide insurance coverage, ensuring customers could access Milewise capabilities with 1-2 taps was a guiding principle for design.
Continued growth beyond launch
In 2016 the Milewise beta was launched in Washington with adoption rates above target. By 2019 it was released in Arizona, New Jersey and Idaho. In 2025 Milewise is available in 22 states with glowing customer reviews.