About:
The Customer Identification Access Management (CIAM) team needed the ability for customers to login using a passkey. Historically, logging into accounts has been a friction point for State Farm customers. Passkey allows users to securely login without manually entering a username or password.
Platform: Responsive web
My role:
Content and Product Designer
Responsible for written content, research, mockups and user testing.
Worked with PM, two engineers and Experience Lead.
Please note: Many items I was unable to download and take with me for proprietary reasons.
Objective:
Add the ability for customers to create and login using a passkey.
Goals:
- Make login easier. Traditionally, users have to remember a custom user id and a lengthy, complicated password.
- Raise awareness and understanding. Introduce customers to passkey and help them understand its benefits.
- Increase number of passkey registrations. Make the creation of a passkey simple to do and understand.
- Add passkey management. Allow customers to manage, add and delete passkeys in their State Farm account.
What I did:
- Met with the CIAM team to understand what a passkey is, its benefits and why it was important for State Farm customers to adopt. Truthfully, I had no idea what a passkey was when I joined the team.
- Reviewed past research and design work that had been completed. Competitive analysis had been completed, as well as preliminary wireframes.
- I took over designs and met regularly with the engineering team, product manager and analytics. We worked through technical requirements and edge cases.
- We released the first edition of passkey designs in Q2 of 2025.
Once we were confident passkey enrollment and login was secure and stable, the rollout moved to include Georgia, Texas, Arkansas, Florida, Pennsylvania and Ohio. The number of passkeys enrolled moved up to 215,886 but the adoption had only ticked up slightly, around 12% – 13%. My next order of business was to look at the existing screens to identify ways to improve adoption. Part of this enhancement process was also to conduct moderated usability testing. We had not validated initial designs for launch, it was past time to talk to users.
User testing:
- We spoke with 7 testers about passkey and login.
- We asked about their password management, what they felt were secure login methods, and understood what they knew about passkey.
- We conducted usability testing with existing and conceptual screens to identify issues with the passkey registration process.
Enhancements:
- Updated the passkey registration page in a few ways:
- Updated heading to better grab attention.
- Changed from a paragraph to list with icons for easier scanning of information.
- Included the setup was quick and easy.
- Changed CTA to less daunting language.
- Updated passkey failure message for more clarity.
As a result of these edits, passkey adoption increased to 20.3% and was launched to all states serviced by State Farm. Shortly after this success, the Experience Design department went through a reorganization and I moved teams. I know CIAM continues to work on improving login and registration across the platform and I’m honored I was part of the first passkey launch at State Farm.
Hali Diaz 