Kaus Insurance

Role: UX/UI Designer & Researcher

Timeline: 4 weeks, 80 hours

Deliverables: Prototype, Branding

Problem

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

Solution

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

Overview

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.

Research

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.

User Interviews

I conducted four 15-20 minute user interviews to learn how people within the target audience felt about insurance and hear their experiences. The interviews were documented so that I could revisit them later. Most participants noted honesty on behalf of the company was important to them and the biggest pain points while searching insurance were hidden costs.

User Persona

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 and user flow later on in my process.

Empathy Map

I analyzed the information I gathered from the interviews. From that, I filled in the empathy map based on the similarities of my interviewers. This process helped me to organize the results by the patterns I found within them. These patterns led me to several insights, and in turn, the ability to deduce the needs of my users.

Information Architecture

Card Sorting

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.

Site Map

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.

Tast Flow

This task flow helped me analyze each step of completing a task. Through this process, I could identify key pages that I needed to build. I kept this process high level, then visualized the steps they would take to complete it.

User Flow

I built upon the Task Flow to create a mini-journey for my persona, Kate Davidson, as she selects her auto insurance. The user flow includes external factors like how Kate is coming to the Kaus website and her potential exit points.

Interaction Design

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.

User Interface Design

Logo Design

I began by brainstorming words that I represented the ideal Kaus personality, based on the interviews and what was conveyed to me in the design brief. With each iteration, I narrowed down the options by choosing the strongest design based upon legibility, scalability, usability and overall memorability.

Brand Style Tile & UI Kit

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.

High Fidelity Prototype

Using the UI Kit and referencing the User Flow, I built a high fidelity prototype in InVision. High-fidelity prototypes may be tested for usability and passed off with redlines and specs for development.

Usability Testing

Synthesizing Results

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).

Affinity Map

The key insights (ie: pain points) that arose from the tests informed my top 5 recommendations for the next design iteration. I then worked out the results in an affinity map to identify my priority revisions.

Summary of Findings

All of the users were able to successfully complete all tasks. None of the participants had any major problems with getting the task done. Most of the feedback was specific to the UI part of the website. The content of the site doesn’t have to be significantly improved, just a few minor changes need to be made.

Next Steps

As is, this prototype is ready to hand-off to development. My tool of choice would be Zeplin. If time allows, I will do these steps:
1. Prototype iteration
2. Priority revision.
3. Re-testing.
4. Introduce the updated prototype.

Results

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.