Image of cars moving asking "who are you behind the wheel?"

Driving personality quiz

Allstate UX writing

CHALLENGE

Find an engaging way to recommend a personalized insurance product to users.

SOLUTION

A quiz that offered a “driving personality” and an insurance recommendation to each user.

HOW I HELPED

  • Worked with product and development to determine quiz factors that would lead to recommendations

  • Collaborated with visual designer to build delight into each question

  • Brought Allstate’s tone and voice to life with personality and wit

Team: Allstate

Engagement through playful storytelling

Sometimes, business writing requires more than clear communication—it calls for creativity that draws people in and keeps them engaged.

That’s the challenge I was given for this project: find a way to not only entertain users, but also provide them with personalized product recommendations based on their driving style.

The result? A fun, lighthearted quiz that guided users through a series of questions to reveal their “driver personality,” all while seamlessly connecting them with the insurance offering that fit their needs.

Getting to know your driving personality

While insurance commercials have become known for their comedy, delight in the other aspects of insurance aren’t always as easy to create. But this project was all about finding a way to delight users. In partnership with marketing, we decided to create an engaging, interactive quiz that would help customers discover their driver personality and recommend a policy based on their unique driving habits.

The challenge was to keep the experience both entertaining and informative, providing value beyond a simple form. We wanted users to enjoy the experience while receiving insights tailored to their insurance needs.

Designing for engagement

I wanted the quiz to have a fresh, playful feel while still reflecting the trustworthiness and reliability of Allstate’s brand. I avoided gimmicky or clickbait language in favor of a more refined tone that would resonate with users while guiding them toward the right insurance options.

Two major design decisions helped achieve this:

  1. Visual storytelling: We incorporated short background videos tied to each question, adding a layer of immersion and helping users visualize their answers.

  2. Dual-phrased questions: Each question was posed in a straightforward way, with a lighthearted follow-up question to inject a bit of fun. This approach maintained clarity while providing users a more entertaining experience.

The finished product

The finished product offered users a dynamic and engaging way to learn about themselves as drivers. By making the quiz both informative and fun, we were able to create an experience that users genuinely enjoyed.

More than just a gimmick, the quiz acted as a bridge to guide users toward personalized insurance recommendations, giving them a reason to think critically about their driving habits.

(Don’t worry, no personal info is captured in the quiz. You won’t receive unwanted insurance quotes.)

Who are you behind the wheel?

  • Where do you live?

    Where do you live?

    Is bumper-to-bumper traffic your norm, or is it just you and the open road?

  • How do you drive?

    Is your turn signal more of a request or a warning?

  • When do you drive the most?

    Are you a night owl or an early bird?

  • About how many miles do you drive a day?

    Is your commute more "one or two songs" or "an entire playlist" long?

  • Urban Road Warrior

    You push your odometer to the limit, traveling tons of miles every day. You change lanes a lot and have fun outsmarting traffic patterns and other drivers. As long as you’re not stuck behind a Snailblazer (aka, Slow Driver), you’re happy.

  • Street Navigator

    You don’t drive often, but when you do, you keep your head on a swivel as you navigate busy streets. You drive at safe speeds and use common sense on the road.

  • Steady Cruiser

    You stick to your driving routine and your lane. You keep your mileage low and don’t deal with much traffic. You don’t speed or tailgate, and you only honk your horn to warn other drivers—or agree with the occasional bumper sticker.

  • Route Runner

    You don’t drive much, but when you do, you drive fast. You might go a bit over the speed limit and get antsy at red lights, but as long as you watch out for speed traps and get where you’re going on time, all is well.

  • Some users were offered Drivewise

  • Some users were offered Milewise