Instilling trust that users want with insurance.
KAUS Insurance
Multi-product insurance company in need of a web platform to launch B2C product plans and attract customers.
Role
Designer Researcher UX/UI
Duration
170 hrs (10 weeks)
Tools
Optimalsort Illustrator Whimsical Figma Sketchbook
About
Hypothetical case study for an Insurance company with over 30 years of experience in the insurance industry while maintaining the existing B2B relationship with wishes to acquire clients with a variety of insurance package options.
Problem
KAUS Insurance needs a platform to introduce customers B2C to their products available as well as a smooth transition overall into the digital sales side of insurance. Their goal is to successfully transition to the digital space and sell policies online while attracting audiences that are searching for insurance.
Solution
B2C web platform enabling the ability to purchase, update and track insurance plans. Web, mobile responsive interface with ability for prospective customers to request estimates and existing customers to retrieve billing and more with an online account.
Assumptions/Risks
That potential customers who have never purchased insurance via web are interested
Communication of the product for policy packets; ease of representing across multiple devices
That customers will want to purchase insurance via web, mobile app or tablet
That switching B2B to B2C will reach business goals/potential
Research
Considerations:
How to transition this service from B2B to B2C?
How to describe the optimized packages with no customization?
How will the intended use of this service be represented?
What will help this service hold up against industry competitors?
How to communicate what is best for each user case?
How to demonstrate the company’s mission statement/message?
Research Interviews
Observations:
Participants seemed flustered and sighed heavily when mentioning the policy’s terms and conditions
Premium/rates are still most important to participants
All-in-one, bundle mentioned twice for 2 participants
Quick, easy access, no headache on terms and conditions
2/3 never look for insurance quotes
Findings/Insights:
Participants want the best price listed and save more
Participants have more of a frustration overall with the insurance process and would prefer the easiest process for this as possible
Participants prefer bundles and have everything in one place, autopay options
Participants didn’t seem as concerned about quotes but want information up front about package rates
Participants desire an enjoyable experience to make the overall process with insurance less painful
Storyboard
Ideation
From Gathered Ideas to Visualized Design
After collecting input from interviews, defining the problem and developing an idea of what the user experience should embody, the visual frame of what the product would contain was organized. Card sorting insights assisted in the structure of navigation for the site, which is demonstrated in the site map. The task flow takes into consideration what the persona's busy schedule would allow to quickly check a status from the account.
Site Map
Task Flow
(to check insurance claim status)
Design
Sketch Wireframes
While working down the homepage, the user can view brief descriptions of the top products of interest. Based on interviews auto and home were the most common insterest. It was decided to feature only 4 products in the middle section with a button to ‘view more’ products.
Version 1
Version 2
Responsive Wireframes
Creation of uniformity across all device sizes for the same product. The CTA section has a broader image and selection on the desktop and tablet (horizontal) views but for the tablet (vertical) and mobile, adjustments were made to make the same page recognizable without the image and large section.
Style and Design
The branding for KAUS was designed with the common user in mind which communicates protection, support, balance, and an easy-to-digest friendly experience. Use of cool colors with white background provides the balance of being at ease while being protected.
Foundation for a design system was created for Kaus.
Homepage
With the transition from wireframes to a high-fidelity design ready for prototyping, modifications taken into consideration were grid system spacing, typography changes, size/length of each section and design of product section.
Prototype Flow for Login
A prototype was built for one task flow to login, view more product plans and get an estimate for property insurance for a home.
Testing
Insights
Majority of users turn to the most centrally located buttons to retrieve results desired. Having easily located buttons in most common areas of the screen was assumed.
Results
Testing was done on a single task flow for account holders logging in to the desktop website, exploring more products and getting an estimate on property insurance. Brief instructions were included to guide participants through a scenario for this task.
‘Remember me’ checkbox made optional; included in single-click for future testing. Login section adjusted.
Revisions
Outcome
Summary
Research: discovered a lot about insurance in design and what expectations/frustrations the common user has with this
Ideation: wireframing and building flows provided clarity of the direction of the project and if scope needed to be adjusted
Design: insurance branding with welcoming tones and lines yet demonstrating an image of strength and trust can also help the experience
Testing: Participants gravitate to header navigation for desktop website; design should be easy and not a text overload with insurance sites
Next Stages
Other devices: Full experience for mobile, additional experience for tablet and other common devices
Engage: Mobile app for customer engagement and immediate communication features
Iterate: Make any further adjustments and continue testing new implementations, use of surveys to determine what user expectations are
Other Projects
KAUS Design System
Recalled Foods
Coursera App