Allstate · Billing & Payments · 2023
Apple &
Google Pay
Integration
Determining how to integrate third-party wallet payments into Allstate's complex billing flow — balancing legal constraints, technical feasibility, and user clarity through rapid multi-variant research.
+25%
Payment rate increase
90%
Transaction success
200
Research participants
01 Brief
A payment flow not built for wallets
Allstate's billing infrastructure is significantly more complex than a typical e-commerce checkout. Insurance payments involve specific legal requirements, payment timing rules, and compliance checkpoints that constrain how and where new payment methods can be introduced.
The challenge wasn't simply adding an Apple Pay button — it was determining where third-party wallet payments could feasibly live without creating legal exposure, technical debt, or user confusion.
02 Methodology
Alignment before design
Before a single wireframe was produced, I worked across legal, development, and external payment stakeholders to map constraints — which stages were legally permissible, what the technical handshake required, and where the journey could be interrupted without increasing drop-off risk.
I designed four conditions for a rapid research study, with participants shown two conditions each:
With Paymark
Paymark + 'buy now' button
Paymark + branded button
Without Paymark
No paymark + 'buy now' button
No paymark + branded button
03 Results
Branded button wins across all conditions
Ease of use and confidence ratings were high (6+ out of 7) across all conditions. Branded button variants consistently outperformed standard buttons, with the data pointing clearly to one winning approach.
Key insight
Users treated the Apple Pay and Google Pay branding as interactive CTAs — clicking the logo expecting to trigger payment. When nothing happened, they were stranded. The actual Allstate payment button below was overlooked entirely, causing confusion and abandonment at a critical conversion point. Branded buttons with explicit affordance cues resolved this completely.
No paymark · Branded button
Paymark · Branded button
No paymark · Standard button
Paymark · Standard button
04 Full deck
Case study & research deck
The complete case study and rapid research documentation are presented below.