USAA SafePilot (DriveSafe)
As the lead UX strategy partner, I guided the SafePilot app from concept to national release—designing a modern mobile experience that rewards safe driving, supports crash detection, and reimagines the future of auto insurance.
Overview:
Project: USAA SafePilot (DriveSafe) Mobile App
Role: Lead UX Designer
Tools: Sketch, InVision, Adobe Creative Suite, Usertesting.com
Platform: iOS and Android mobile app
Timeline: 5 Years
The Challenge:
USAA needed a mobile-first solution that would promote safer driving, reduce accident-related claims, and reward members with meaningful insurance discounts—all while preserving user trust and data transparency.
At the time, usage-based insurance was still evolving, and existing telematics apps often felt intrusive or unreliable. USAA’s challenge was to build an experience that:
Tracked real-world driving behaviors (like phone use and harsh braking)
Delivered fair, helpful feedback without judgment
Offered crash detection and support during emergencies
Ultimately redefined how members interact with auto insurance
This wasn’t just about building an app—it was about reshaping member expectations around insurance, behavior change, and value.
My Process:
As the lead UX strategy partner, I guided the product from early exploration through national rollout, shaping both the user experience and the visual design. Here’s how I approached it:
🔍 Discovery & Concept Development
Collaborated with product and research teams to explore future-state concepts for usage-based insurance.
Audited telematics competitors to identify common friction points (e.g., battery drain, confusing feedback, privacy concerns).
Conducted stakeholder workshops to align on business goals, member outcomes, and technology constraints.
🧠 Strategy & User Flows
Mapped out key user journeys—from onboarding and permissions to trip scoring, discount milestones, and crash response.
Defined UX priorities around trust, clarity, and behavioral feedback.
Created user segmentation models (new drivers, military families, retirees) to inform tone and feature accessibility.
🎨 Visual Design & Prototyping
Led visual direction across onboarding, dashboards, and trip analysis screens.
Developed prototypes to test interaction patterns for trip correction, driver/passenger classification, and discount tracking.
Designed modular components consistent with USAA’s design language system, optimized for mobile-first performance.
🧪 Testing & Iteration
Conducted usability testing sessions with real USAA members to refine the onboarding flow and driving feedback experience.
Incorporated feedback to streamline permission handling and improve trust language around data tracking.
Iterated based on real-world usage patterns during pilot launches in key states before scaling nationwide.
Results:
Nationwide Release: Successfully launched the app across iOS and Android, with a clear and accessible member experience.
High Adoption: Strong uptake among eligible policyholders; members responded positively to the transparent feedback and reward system.
Positive Ratings: App consistently maintained 4.1–4.5 star ratings, with feedback highlighting ease of use and perceived value.
Behavior Change: Thousands of members improved their driving habits to earn up to 30% in insurance discounts.
Crash Detection: Integrated post-collision support provided real-time check-ins and emergency options for drivers in distress.
Lessons Learned:
Trust is the Product
When an app tracks sensitive data like location and phone usage, permission handling and transparent communication must be rock-solid. Every decision had to reinforce trust.Behavioral Design Matters
Users engage more with feedback that feels helpful rather than punitive. Tone, framing, and even iconography played a role in motivating safer driving.Trip Classification is a UX Hotspot
Accurately distinguishing between driving and riding (as a passenger) is critical. We designed and tested a streamlined correction flow that respected user intent without blame.Onboarding is a Make-or-Break Moment
Asking for multiple permissions up front required careful sequencing and context. We leaned into just-in-time education and affirmation of member control.
USAA SafePilot was even featured in a Super Bowl commercial with Rob Gronkowski in 2023.
Conclusion:
Helping bring USAA SafePilot to life was a chance to redefine what an insurance experience could be—more proactive, more personalized, and more human. As the lead UX strategy partner, I helped shape a product that not only delivered business impact but also changed how members saw their relationship with the road—and with USAA.
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