Kaus Insurance

A responsive e-commerce website that allows customers to browse through all products and easily filter data.


People need a simple, fast, and cheap way to buy insurance.

Kaus has been a successful B2B insurance provider for over 30 years on the market. KAUS wants to create a responsive e-commerce site to sell their insurance online, and specifically appeal to a younger demographic to expand their market. The business strategy is to keep their costs as low as possible by offering pre-established insurance packages to customers with limited customization. Since they have not worked in a B2C environment before, they want to refresh their brand and logo to be more approachable to everyday customers.


Competitive Analysis

I identified online competitors to realize their success and failures in selling insurance policies. I compared the strengths and weaknesses of top competitors and created provisional personas to help understand the target market. This analysis helped me understand what users will expect from websites.


Using the data I gathered, I developed a persona, empathy map, and storyboard that would be my touchstones throughout the design process. I created the persona of a typical insurance shopper based on market research and one-on-one interviews. My fictional user, Kate Davidson, helped me to visualize my user flow in my process.


Conducting Card Sorting

It was important to get the structure of the website right before digging into the wireframe sketches. Using a linear approach to each phase of the process, I conducted and delivered card sorting tests and results, created site sketches. Since KAUS Insurance is a new website, an open sort is a great way to see what categories would emerge from target users. The activity was completed by 8 participants within the target age group of 27-35.


It was important to get the structure of the website right before digging into the wireframe sketches. Using the categories from the card sort as a starting point, I plotted out the content of the new site. This site map is a high-elevation view of the site’s pages and overall information hierarchy.


Based on the site map and data from my research, I explored how the people using Kaus' site would achieve their goals. What steps would they need to take to say, buy car insurance? The user flow includes external factors such as how users are coming to the Kaus website and their potential exit points.


Responsive Wireframes

After I created a sitemap to establish what features the product needed to have, I began some initial brainstorming as to how those features would be incorporated into the site. In this process, I used common design patterns and established the sizing & placement of content elements. I focused on keeping consistency across screens & devices.


Designing a cohesive visual identity

This style tile was my opportunity to start to piece together the visual direction of this design to be implemented in the UI. Utilizing the mood board that I created, inspiration from the brand attributes, I made choices about how the main visual elements would be represented. My goal was really to ensure that there was a balance in the design between the classic and the contemporary. I created a UI Kit so that I would have all of the UI and branding elements in one document, and could easily apply them to my wireframes to create hi-fidelity mockups.


After conducting the usability tests, I watched and listened to each recording and took notes about the participants' actions and comments. Through usability testing, I gathered some excellent unbiased results from the 5 test users. My next move was to create an affinity map to help me pull out key insights or pain points and a list of prioritized revisions for another design iteration (and future iterations).


Re-testing and Redlining

After the first round of usability tests, I validated that all users were able to complete the primary task at hand. However, there were a few areas that could be improved for overall user satisfaction and ease. But for now, the next steps are to evaluate the key findings from testing in order to develop priority revisions that can be tested again. As is, this prototype is ready to hand-off to development. My tool of choice would be Zeplin. If time allows, I will do prototype iteration; priority revision; re-testing; introduce the updated prototype.