GEICO
Designing a roadside assistance app for GEICO customers when they need help quickly and may be dealing with an unsafe, stressful situation.
GEICO needed a new mobile roadside-assistance experience for customers facing a flat tire, dead battery, lockout, disabled vehicle, accident, or other problem on the road. This was not a routine task completed from the comfort of home. The app had to support people in the moment, when they needed to understand what to do, share the right information, and get help moving without unnecessary friction.
I led the design of the new experience. The work began with competitive and market research, contextual inquiries, field studies, provisional personas, and empathy-mapping workshops with the GEICO team. Those activities helped ground the product in what a customer sees, hears, thinks, feels, and needs while stranded.
Competitive and Market Research
Contextual Inquiry and Field Studies
Provisional Personas and Empathy Mapping
User Journey Mapping
Product and UX Strategy
Wireframes, UI Design, and Prototyping
Scope
Role & Ownership
I was the Lead Product Designer for the roadside-assistance app. I led the research, workshops, user journeys, wireframes, interface design, and prototype work that shaped the end-to-end experience.
The work brought together the customer’s immediate roadside situation, existing policy and vehicle information, location, service needs, towing decisions, provider communication, and safety guidance in one connected mobile flow.
The Real Problem
A driver asking for roadside assistance is often distracted, frustrated, or in an unfamiliar place. They may not know exactly what is wrong with the vehicle, where they are, whether they need a tow, or what information GEICO needs to send the right help.
The app needed to make the next step obvious without oversimplifying the situation. It had to guide customers through a range of problems, collect the details needed to route the request, provide a clear picture of what was happening after submission, and keep safety and support within reach throughout the experience.
What Changed / Outcome
I designed a guided roadside-assistance flow that began by helping the customer identify the problem, including a flat tire, dead battery, lockout, disabled vehicle, out-of-gas situation, accident, or being stuck. The flow then confirmed location and vehicle information, gathered the details needed for service, and supported towing-destination selection when a tow was required.
After submission, the experience moved into request processing and an acknowledgment dashboard with provider details, estimated arrival time, service updates, safety guidance, contact options, and follow-up feedback. The resulting work produced an end-to-end mobile product direction and interactive prototype for GEICO’s roadside-assistance experience.