Kaus
Insurance
Responsive E- Commerce Web
& Mobile Platform
Role: Product Designer
Duration: 12 Weeks
Responsibilites
User Research
Lo-fi & Hi-Prototyping
Usability Testing
Interaction Design
Branding & Visual Design
“I need someone to tell me at a
kindergarten level, the amount
of information I need and no
more.”
-Bailey
(Interview Participant #2)
Project Overview
Due to the complexity of insurance Kaus wants a
new modern website that makes buying
insurance a pleasurable experience for all customers.

In order to meet Kaus needs I designed a
responsive e-commerce website that was
intuitive and easy to use and modernized their
visual identity and brand.
Home
RIIPL
KAUS Insurance
Branch
The Design
Process
  1. Defining The Why?
  2. Understanding The Users
  3. Envisioning The Solution
  4. Ideation: Gamifying Practice
  5. Crafting A Visual Identity
  6. Hi-Fi Prototyping
  7. Usability Testing
  8. Reflection
Defining The Why
What kind of coverage do I need? What is a premium? How much can I afford to pay?
These are just some of the few questions people ask themselves when trying to buy insurance. Unfortunately, navigating the insurance space can be daunting for many due to convoluted insurance jargon, inaccessible help services and a general lack of transparency when it comes to outlining coverage and costs.

The proposed solution for Kaus seeks to address these fundamental issues regarding through a streamlined digital platform. Opting to only showing the user exactly what they need in that moment and a brand identity that conveys trust and reliability.
Figma Prototype
The Challenge
Kaus wants a new modern website that makes buying insurance a pleasurable experience for all customers
The Solution
Kaus Figma Prototype
View Full Presentation
Understanding the Users
How can Kaus provide value?
To answer this question, I performed a series of 5 semi-structured user interviews & competitive analysis surveying some of the biggest names in the industry.
Majority of buyers site confusion regarding terminology, rates, pricing and coverages.
Research Goals
  1. Develop an understanding of competitor strengths and weakness.
  2. Understand the current pain points when it comes to researching and understanding Insurance.
  3. To find the common user needs (if any exist) when buying any type ofInsurance plan.
  4. Determine how different subsets of people approach buying Insurance. (Homeowners, business-owners, parents, students).
Understanding the Users
Summarizing the major learnings from the user interviews
User’s are more likely to first seek out the advice of an experienced family member than reach out to an insurance agent.
A major factor in user’s decision making is the cost of the plan and not the amount of coverage.
Users want to be able to digest crucial information without having to decipher insurance jargon.
I found the fact that individuals were more comfortable taking insurance advice from family members or close friends than trained insurance agents the most surprising. Family members and close friends possess a more intimate knowledge of the user, as a result user’s feel their advice will be more relevant to their needs.
Meet Vince...
Persona Rationale
The persona of Vince emerged as one of the most viable representations of the target user base for this project. One of Kaus’s goals is to focus on a younger demographic, this persona is ideal for pursuing design solutions that favor this business goal.
Key Insights
  1. Goals/needs: To find a reliable and affordable insurance policy. That is easy to manage and transparent without the confusing insurance jargon.
  2. Motivations: Affordability, reliable coverage, savings, mobile friendly services.
  3. Frustrations: Unreliable customer service, complexity of options.
Empathy Map
Crafting an affinity map helped me articulate the persona for Vince. Vince is cost conscious, tech savvy and absolutely wants an Insurance provider that is hassle free and fades into the background.
Laying Out The Problem Space
Kaus plans to offer specially crafted Insurance packages for a wide range of scenarios as opposed to the traditional single case quote system utilized by other competitors. This positions us to craft a much more unique experience for our users.
Ideation
Features. Information Architecture. User Task Flow. Wireframing
Started with a feature list and then moved on to crafting sitemaps, user flows and then wireframes. I used this process to explore multiple ideas & functionalities before coming up with the final design concept.
Having this list kept me on track during the prototype phase and made sure I wasn’t designing anything that did not align with the user’s needs.
Based on the categories generated from the card sorting exercise I developed a site map that outlines the proposed organizational structure for the KAUS website.
(Very)
Rough Sketches
Drawing is not my strong suit, but I never begin a project without putting some ideas down on paper first. I started off by drawing the basic layout of the homepage and other little components that will be used in displaying Insurance details.
Ramping up the Fidelity
This phase saw me transition my initial sketches into responsive low to mid fidelity prototypes using Figma. I used this opportunity to iterate on some initial layout ideas I had, as well as flesh out more substantial features of app, such as the match tool.
The Match Tool
The match tool is the primary point of entry for users when buying insurance. It offers the quickest and most reliable way to obtain cost and coverage information regarding a specific package.
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Similar in function to a quote tool, it goes even further by matching the user to existing Kaus Insurance packages that fit the user’s set of requirements.
After a user selects a type of Insurance they want to buy they begin the match tool flow. It starts with a short form where they input pertinent demographic information, details about what needs to be covered, and cost goals.
Once the form is submitted, the user is then matched with a number of insurance packages that meet the criteria for the information entered. Cost information about each package is made promininent for the user.
The user can choose to dig into the details of any package they want. Information is divided into summary, claims, coverage and add-ons sections.
A user is able to customize each package up to a certain degree, expanding the functionality to better adjust to their needs. Once satisfied, the user then proceeds to checkout.
Crafting A Visual Identity
What story does the Kaus brand tell?
Our users value transparency, reliability and security when choosing an Insurance provider. I wanted the visual identity of Kaus to convey these ideals. As part of my process, I sought out inspiration from various other designs both within and outside the insurance sector and then assembled a style guide.
I chose an enclosed diamond as the visual logo as a way convey Kaus’s desire to safeguard it’s customers security and valuables.
Prototyping and Iteration
Putting all the pieces together.
Armed with a series of mid-fidelity prototypes and a visual style. It’s time to develop high fidelity prototypes. I took this opportunity to further iterate on my designs based on feedback i’d received from informal testing sessions and critique groups.
Figma Prototype
The Match Tool
(HiFi)
For the match tool I made changes to the form design, results page and insurance details page. Fleshing out the content, adjusting the component designs and visual layout to make it a more accessible and intuitive experience. The scenario I prototyped is for a car insurance match tool flow.
Match Tool Start
Match Tool Questionnaire
Match Tool Driver Details Section
Match Tool Results Screen
Iterations...
I conducted usability tests using both in-person moderated interviews and remote unmoderated testing via Maze to gather user feedback.
User Quotes

"For some reason it didn't register to me that clicking on the $35 dollar navy button would allow me to purchase it. I thought it was part of the design at first other than that everything was pretty easy"

"After finding the right match for me, I don't know where to continue or to click next"

"I think the only thing that made me hesitate was at the last part when I'm supposed to select the plan I need. I was expecting to find a CTA saying "choose this" ...“

A recurring feedback was the lack of visibility for the primary CTA for purchasing an insurance package on the details page. User’s cited that it’s placement and color made them think it was part of the aesthetic design rather than a functional component of the UI.

In addition to this, users also cited that:
Created a new compare package screen, accessible from the results page. Users can see at a glance the differences between all plans matched with them.
Match Tool Driver Section
Updated the design of the breadcrumb bar by adding more color indicators and dashed lines to differentiate between completed, current, uncompleted sections.
Added new primary CTA to the bottom of the screen. Previous CTA is now only indicates the starting price for the plan
Reflection
Reflection
You can’t account for everything.
Creating The Match Tool
Tackling a design problem in an unfamiliar problem space was definitely a challenge for me. Even with all my research i’m aware that insurance is a complex topic and there might be applications were my chosen design solution may not be fully adequate or might even fail. An ideal scenario for me would be having the time to conduct more extensive testing and validation and create more scenarios for the prototype.

I learned a lot from this project, I've come to realize how much I enjoy the research phase in design and I also surprised myself by how engaged I was in coming up with the branding & visual style for Kaus. This is an area I hope to explore more in future.
The match/quote tool is the primary point of entry into purchasing insurance for many users. Naturally I wanted to focus on how to design this experience in way quickly captures the user's needs and suggests to them a collection of Kaus Insurance packages that fit their needs.

Tackling a design problem in an unfamiliar problem space was definitely a challenge for me. Even with all my research i’m aware that insurance is a complex topic and there might be applications were my chosen design solution may not be fully adequate or might even fail.
‍
I learned a lot from this project, I've come to realize how much I enjoy the research phase in design and I also surprised myself by how engaged I was in coming up with the branding & visual style for Kaus. This is an area I hope to explore more in future.