American Family Insurance
AMERICAN DREAMS 2.0
Role: Art Director + UX/UI Designer
PersonalizationAtomic Design SystemThe challenge: in 2023, American Family Insurance came to RAPP to restrategize and redesign their retention program, American Dreams. The goal was to keep existing customers engaged by giving them something useful beyond their policy, personalized to each customer and built on an atomic design system.
WHAT WE FOUND
- Consumers are loyal to brands that provide value beyond the product or service being sold.
- Bite-size content is in. Consumers want to know things quickly and simply.
- Consumers love personalized content, but they don't want to feel like they're being watched.
THE STRATEGY
We turned those findings into a personalized program built with atomic design. It was divided into 3 buckets: one product-focused, one consumer-focused and one community-focused. Depending on their age range and policy, customers receive bite-size, personalized content within each bucket.
PERSONALIZATION
Every customer gets a version made for them. Their age range (Under 40 or Over 40) and the policy they hold (Home, Renters or Auto) decide what content they see, so it feels relevant without feeling like they are being watched.
ATOMIC DESIGN
Instead of designing one-off emails, we built small reusable parts that combine into modules and full emails. Swapping a single module changes the message for each audience while keeping the whole program consistent.
3 BUCKETS, 3 COLORS
Color psychology guided the system: each bucket has its own color, so customers can tell at a glance what kind of content they are getting.
LAUNCH EMAIL
One launch message, with imagery and content tailored to Under 40 and Over 40 customers.
NEWSLETTER EMAIL
ONE EMAIL, ONE SWAPPED MODULE
Every customer gets the same newsletter, except for the second module. That module changes based on the policy they hold, so the tips feel relevant to their life. Because it is built with atomic design, one module can be swapped without touching the rest of the email. The email here shows the Auto version.
Bite-size stories built around one idea: whatever customers are dreaming, American Dreams is there to support, guide and advise them.
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MERCEDES-BENZ