Insurance that keeps up with the people it protects.

The brief

FBHub is Farm Bureau of Idaho’s only self-serve channel. Members needed three things: check a policy, pay a bill, reach an agent. The old app made all three hard. Over eight months I led research, UI, and the design system for a rebuild that shipped as v2.0.5 in June 2024.

Where it hurt

• Slow login (the #1 support call)
• Policy search that needed numbers people don’t memorize
• Re-entering the same card every month to pay

“Almost every time my bill is due it will say I don’t have an insurance policy on the app.”

How we designed

1. Don’t move the furniture. Keep entry points familiar.
2. Speak member, not policy. Plain language everywhere.
3. Money tasks in three taps. Pay, show ID, reach an agent from home.

What we shipped

Login. Social login cut onboarding from 9 screens to 3 steps (~50% faster in moderated tests).

Home. One screen for covered / owed / who to call.

Payments. Saved methods stick. Fees are clear. Declined payments get a real recovery path, not a dead end.

Outcome

Shipped to 100k+ Idaho members. Onboarding got faster, policy search stopped depending on memorized numbers, and the three money tasks sit within three taps of home.

What I learned: familiarity is a feature, evidence wins the room, and the unhappy path is the product.