Allstate Digital Roadside Assistance
Associate Director, UX · Manifest Digital
Lead UX designer for Allstate’s digital roadside assistance platform. Led journey mapping, experience design, and prototyping.
Supported user testing and validation.
Guided early-stage product discovery.
Partnered with Allstate’s in-house visual design and development teams to deliver a fully digital, real-time dispatch experience.
Allstate needed to reduce reliance on call centers, enable a fully digital dispatch experience, and compete in a rapidly growing market for mobile-first roadside services driven by platforms like Urgent.ly, Honk for Help, and Blink.
Solution
We created a pay-per-use digital roadside assistance platform that leverages the Allstate Provider Network and is accessible to everyone through mobile web. Designed for moments of urgency, the experience requires no app download, enabling immediate access to trusted service providers when users need help most. This approach removes friction, expands accessibility beyond policyholders, and delivers real-time support through a fast, intuitive, and reliable digital experience.
The Process
Discovery | Design | Test | Iterate | Build | Test | Deploy
This project followed a structured, waterfall-informed UX process that moved from Discovery and Design through Testing, Iteration, Build, Validation, and Deployment, taking the product from early concept to real-world launch.
We began with research, studying towing services, roadside assistance providers, and existing emergency response models. In parallel, we partnered with developers to map technical workflows, defining how GPS tracking, real-time location data, and live web app updates would function across the platform.
Next, we broke down the full range of roadside service types supported by Allstate and mapped both the digital and analog user journeys. This included the complete ecosystem, from a consumer’s moment of need and initial engagement, through the system’s communication with service providers, to the B2B workflows for receiving, accepting, or rejecting service requests.
Once the ecosystem was defined, we created flat workflows and wireframes to establish the foundational UI and align stakeholders around a shared product vision. After alignment, we developed a full Axure prototype and conducted usability testing with a screened group of consumers. Insights from testing informed experience mapping and iterative design refinement.
The final product launched as a real-time roadside assistance platform available to anyone, not just Allstate policyholders, redefining access to emergency services.
The platform was recognized by Forbes with an Innovation Award and widely described as the “Uber of roadside assistance.”
Final Screens
