Insurance that covers you and your family.
KAUS CASE STUDY
ROLE: LEAD UX+UI DESIGNER
CLIENT: Kaus (UX Academy Project)
TIMELINE: 80 HOURS OVER 4 WEEKS
Kaus is an established insurance company that has been around for more than 30 years. They sell multiple types of insurance including insurance for individuals and businesses. The insurance for individuals ranges from property to life. Kaus is a firm believer in keeping their costs low and providing easy solutions for customers.
Now that everything has become digital, Kaus wanted to create an online presence in order to target younger audiences as well.
- Fresh new logo
- Responsive e-commerce website that is easy to navigate and filter
User and secondary research were a big resource in this project. Kaus’ goal has always been to provide a good user experience for their customers. Being online allows them to provide the best user experience possible. They now have the potential to be a top competitor among other insurance agencies.
Research was an essential component for this project because I knew very little about insurance. I did a competitive analysis along with user interviews, as well as conducted secondary research. From my research I gained a lot of insight on the insurance industry.
I did some competitive analysis to gain some perspective on the best insurance competitors out on the web. Because Kaus is new to the online industry, I felt they would need to have some of the key popular features as well as something unique to stand out.
I first did secondary research to educate myself on the topic. I needed to research the competitors in the insurance world to see what makes them the best and to see what Kaus was up against. I was able to identity key elements that most other insurance companies have that make them successful. In addition I looked into companies that were not so successful. The main goal was to find the best process to make users’ experiences easy.
I conducted user interviews with three participants. The interviews helped me better understand the needs, pain points, and the way the participants performed certain tasks. I was quickly able to determine pain points with my results. After the interviews, I found that most people hate insurance and find it confusing. They prefer the convenience of having assistance from someone or being able to have access to support when they need it. From these findings I was able to develop a user persona, Carissa.
SYNTHESIS + DEFINING
After collecting my research findings from my user interviews I created an empathy map. While doing so I looked for specific patterns and similarities to uncover insights and user needs.
Carissa is a workaholic that struggles balancing her work and personal life. She tries to make smart decisions financially but doesn’t always have time to go in person to do those things and prefers to do them online. She is the primary user persona created based on all my research findings.
To organize all of Kaus’ insurance categories down I used card sorting. I chose 10 participants and used 30 cards during the card sort.
- Most participants did not label the categories. They just grouped them into unnamed categories
- Only one participant labeled their categories. Their categories did give me some insight/suggestions for category names
- A few participants put Travel, Tuition, and Pet into their own separate categories
- The easiest to group seemed to be Auto/Vehicle, Life/Health, and Home related insurances
The card sort helped me better understand the users’ pain points of having so many categories of insurance. I created a sitemap using my findings from the card sort. This allowed me to categorize the insurance types into categories that made sense and was easy to navigate.
LOW FIDELITY WIREFRAMES
After defining the project I created low fidelity wireframes to get some ideas down on how the design should look and feel.
BRANDING & UI
LOGO & UI KIT
One of the main goals for Kaus was to give them a fresh new look. This included rebranding by creating a new logo, color palette, and UI elements. Kaus believes in protecting people in an easy and affordable way. Their brand is trustworthy, modern/fresh, and clean/clear.
HIGH FIDELITY WIREFRAMES
I created responsive high fidelity wireframes in Sketch using my low fidelity wireframes, UI kit designs, and feedback.
- Identity any confusion the user faces
- Identify any inconsistencies when navigating through the site
- Identify how effectively users are able to find agents in their area
I did my Usability Testing with 3 users. 1 was in person and the other 2 were online remotely. After the test I was able to group together common trends with an Affinity Map. With the map I was able to easily visualize, rank, and prioritize my findings.
Overall this was a challenging project because I was not that knowledgeable about the insurance industry.
With more time I would have liked to create more pages for the Get a Quote and types of insurances. If I were able to create the additional pages I would then do more usability testing and iteration based on the feedback received.