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State Farm Next Door: A Financial Learning Space for Millennials
Project type
Copywriting + Brand Development
Collaborators
IDEO team: Elizabeth Spenko + Randy Plemel (PLs), Aislinn Dewey, Matt Stiffler
State Farm
Location
Lakeview, Chicago, IL
Date
IDEO + State Farm project: 2010-2011
Next Door live in market: 2011-2020
State Farm Next Door was a consumer learning lab and collaborative workspace in Chicago's Lakeview neighborhood designed to help Millennial consumers reach their financial goals. Initially designed as a 3-year experiment for the insurance giant, Next Door was so popular with consumers — and so valuable to State Farm's brand — its doors stayed open for over 9 (from 2011 to 2020).
Over 1 1/2 years, our team designed every aspect of the Next Door service experience to support meaningful conversations about personal financial goals with Millennials. Next Door beckoned curious passersby with its bright, modern interior filled with comfy sofas, free Wi-Fi, whiteboards, and a café stocked with locally-sourced artisanal coffee and snacks. A wall-sized chalkboard advertised free classes taught by Financial Coaches and events like art exhibitions and yoga classes that were hosted by community members. Professional conference rooms were available to rent free of charge and a lending library was filled with books about personal finance.
Next Door’s main attraction was free financial coaching. These experts—part mentors, part life coaches—helped customers navigate the financial implications of such goals as starting a family, leasing a car, or buying a house. They offered insight and information in laypeople’s terms, bringing the State Farm heritage of “good neighbor” assistance to a new generation.
I worked as the head writer on the 25-person, 3+ million project, which was comprised of IDEO designers, State Farm executives, outside architects, and digital developers. I wrote copy for Next Door's website and iPad Financial Coaching Tool, spun up marketing materials including murals and in-store pamphlets, and developed concepts for free financial classes and community events. It was an audacious project I'm proud to have been a part of. In the words of our client, Brett Myers, Next Door’s former program director, “Next Door was a new way of being a ‘good neighbor’ for a new generation.”
