- Agency: UX Team
- Client: Selective Insurance
- Category: App Design — Insurance
- Location: Franklin Lakes, New Jersey
- Project Brief: Design the MySelective mobile app and self-service web portal as one consistent experience, with simple onboarding, fewer steps, and fast access to help when customers need it most.
People rarely open an insurance app on a good day, so the best ones put help one tap away. UX Team designed MySelective: Mobile App & Self-Service Web Portal around that moment, with ID cards, roadside assistance, and live chat on the home screen.
Selective Insurance asked UX Team for one experience across its mobile app and web portal, both in look and in function. The project became the first of more than 30 that Selective has since hired the agency to do.
Research came first. Competitor reviews, stakeholder and user interviews, user shadowing, and usability testing mapped where customers struggle and which tasks matter most.
One insight shaped everything after that. Customers often open the app after an accident or a breakdown in the middle of the night, so urgent tools sit in the navigation and on the home screen.
Claims got the same treatment. You can start a claim with photos and secure document uploads, then track its progress in either the app or the portal.
On the web, a charcoal top bar carries the Selective wordmark and its yellow dots. Card modules for bills, claims, policies, and your assigned agent sit on one dashboard, opened by a friendly "Good morning, Chris!"
Teal Pay Now buttons and a yellow claim-progress bar give the eye clear places to land. A Pay All button settles every open bill at once.
Behind the screens, UX Team cut unnecessary steps and simplified onboarding for first-time users. Several Team Work Sessions with Selective's product team and executives shaped many rounds of wireframes.
UX Team then delivered a high-fidelity prototype. Development-ready HTML and CSS assets gave Selective's developers a clean handoff.
Results & Impact
The MySelective redesign won a Platinum Award for Best Mobile App Design at the 2020 Summer Awards. Customers now handle bills, claims, and urgent help from one consistent experience on any device.
- Award-winning design: A Platinum Award for Best Mobile App Design at the 2020 Summer Awards
- Help in stressful moments: ID cards, roadside assistance, and live chat sit one tap away
- Digital claims: Photo uploads and claim tracking work across the app and the portal
- Lasting partnership: Selective has hired UX Team for more than 30 projects since
