UI/UX Design
KAUS Insurance
Meet KAUS
KAUS is an insurance company which has been selling policies to regional agents instead of directly to customers. Recently, the company has decided to target younger individuals to directly sell its products to them.
In order to do that, the company needs a responsive e-commerce website, that is user friendly and clean which is capable of filtering product based on basic values and is able to return relevant data. Such that their users can easily figure out what services are offered.
My role:
UI/ UX Designer
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Empathize
Challenge
Creating a user-friendly, responsive insurance platform for digitally-savvy customers. The new website needs to provide all necessary and useful information about product to decrease the need to contact agents.
Market Research
Research and S.W.O.T analysis help me to understand strengths and weaknesses, and identifying opportunities open to business, and threats face.
86% of driving population have car insurance
37% of renters have renter’s insurance and
95% of homeowners have homeowner’s insurance
70% of Millennials own some life insurance and this has increased 48% since 2010.
Users would like to have a reliable insurance. Most customers demand : Affordable price, good coverage, being able to add and subtract to their plan, bundle option, online access.
Most prominent pain-point includes: Overwhelmed with a lot of of information.
Competitive Analysis
I started reviewing KAUS’s competitors to have a better understanding of other insurance companies and their strengths and weaknesses to determine how we can position ourselves.The most important features are:
- How many products they have
- How they showcase their products on their website (user friendliness)
- Bundled product
- Whether they have a mobile app
- Being easy to file a claim
- Having a modern, clean UI
The competitors offer same basic features. Getting a quote and exploring options for different insurance products are the common features in all of them. Most offer “bundle” options as well.
Direct competitors are more similar to KAUS insurance in offering multiple products. On the other hand, other competitors have a more modern clean UI and visual design.
Based on research, most customers would like to have affordable prices. They like to see price comparison and great customer service.Mobile app helps have more satisfied customers.
Interviews Summary
I prepared questions for interviewing insurance companies’ users to ask about their experiences, needs and pain points.
To understand users more, I interviewed 4 people, conducted 1 contextual inquiry.
- Choosing their insurance company based on reputation and compare the policies and prices
- Getting lost on a lot of information online
- Comparing quotes online before purchasing
- Any business, big or small, should have the online presence expansion as a key part of their.
- Like to talk to an agent
User Research
Let’s see KAUS’s persona, Empathy map, Storyboard. They help me create imaginary user characters, and design solutions in a most efficient way.
1 of 3 personas developed based on research and interviews.
From the variable mapping, I was able to get a clearer idea of what the persona’s various characteristics. Hannah represents the goals and behavior patterns that I witnessed from the user interviews.
Empathy map of primary persona
After conducting the user interviews and knowing persona’s characteristics, I used an empathy map to gain a deeper understanding of each user’s distinct experience with insurance. The empathy map consisted of 6 quadrants – see, do, think, hear and persona’s pain and gain.
The empathy map process generated a few key insights, which became the basis of user needs:
- Insurance has emotional value. It provides peace of mind and control over the uncontrollable.
- Users want detailed comparison, but its especially challenging to have this as insurances coverage varies so drastically across different insurers.
- Users typically start their search online but it’s always after dialogue with an agent, whether over the phone or in person, that they make the decision to buy.
- Regardless of education level or time spent on research, insurance terms are always challenging to understand.
- Claim processing is stressful, but when the service is lacking, it almost always leads to switching.
Storyboard
Hannah’s goal was to find a reliable insurance plan for her new car. She talked to her coworkers and asked for advice on what insurance fits her needs. She searched online and was lost in a lot of information. Finally, she saw KAUS’s website, which offers all she needs: Affordable price, good coverage, being able to add to and subtract from a plan, bundle option.
The first impression she got from KAUS’s website was positive. But KAUS could still lose her as a customer, if the signup process was too long or complicated. But she was happy to find out that process is easy. Also, website and app are useful and usable.
Summary of Research
From the market, industry, and user research, I was able to discover that users struggle with insurance terms, comparing different insurance packages, and they view the claim process as stressful.
I also learned that users typically start their insurance search with referrals or online. However, it always require direct interaction with an agent before making the purchase decision, because lack of information about insurance product.
From the research, I also decided that Kaus should place emphasis on vehicle, property, and personal insurance products. These were more easily understood by users. Millennials are increasingly buying life insurance, and because these types of insurance tend to be more universal.Users would like to have a reliable insurance. Most customers demand : Affordable price, good coverage, being able to add and subtract to their plan, bundle option, online access.
Most prominent pain-point includes: Overwhelmed with a lot of of information.
KAUS could still lose customers, if the sign up process was too long or complicated. So the process has to be easy. Also website and app have to be useful and usable.
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Define
Project Goals
After primary and secondary research, I began to conceive the product. It’s time to define the problem and examine solutions. I started by deriving business goals from the Kaus project brief.
Product Feature List
From the common goals, I formulated features that were most pertinent to these goals, as well as features that would be great additions for future iterations.
Information Architecture
To come up with a site map and site hierarchy that made sense to users, I conducted a quick open card sort using Optimal sort.
KAUS’s Card Sort
I asked 9 individuals to complete my card sorting using the online Optimal Workshop, I had 30 cards and used open sort method. Participants tended to sort cards into these 6 categories:
- Home
- Natural Disasters Insurance
- Vehicle
- Personal
- Other
- Business
From my data I can safely group these categories:
- Property: Condo, homeowners, landlord’s, renter, flood, earthquake, fire, mobile home ’s insurances
- Vehicle: Boat, car, RV, motorcycle’s insurances
- Personal: Whole life, health, disability, and accident’s insurances
- Business & Others: Business, wedding and events, pet, theft and travel ’s compensation insurances.
This card sorting exercise is helpful for creating the navigation of the website. Interestingly most categories were similar. There is just one category “Natural Disasters insurance” was selected by one of the participants, which I believe it could be a sub-category under “Home”.
Sitemap
This final site map reflects the emphasis placed on property, vehicle, and personal and business insurance. Each of these insurance categories would have a landing page that would direct users to specific insurance types within each category. Items like search, account, and footer are global elements accessible from any page on the website.
Task Flow
I mapped out a high-level user flow of the ideal purchase flow. I made certain assumptions like the user would purchase without having to talk to an agent. This was to ensure that website was optimized for purchase.
In the following user flow, Hannah visits the Kaus site and purchases insurance without talking to an agent.
A high-level user flow works out the ideal purchase flow.
Task: user ends up on the landing page and purchases a Bundle.
Task: user ends up on the landing page and purchases a product.
User Flow
In reality, the user’s purchase decision is never straightforward, especially when the product is insurance. Therefore, I mapped a more detailed task flow, I thought about how to ensure that the process is seamless across various mediums of business/user interaction.
I made an assumption that users search by insurance type first. Thus, the task flow starts with the user landing on the car insurance page of the Kaus website after an initial Google search.
A high-level user flow works out the ideal purchase flow.
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Ideate
Sketches
Following the sitemap, I did some quick iterations of the homepage. I was considering whether the home page would only concentrate on the most popular types of insurance or list out all product offerings.
Wireframe
After working on some initial UI requirements, I began wireframing a few pages, taking into account how the design needs to respond to various breakpoints. Because the end product is a responsive web site, I also worked on how the home page would respond down to tablet and mobile breakpoints.
KAUS App Wireframes
Branding and UI Kit
Before starting high-fidelity mocks, I needed to come up with a cohesive brand identity. Competitors such as Lemonade and Oscar Health really inspired me to do something different.
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Prototype
High Fidelity Prototype
Before I could conduct any usability testing, I had to have a working prototype. Because of time constraints, I included high-fidelity mockups just for one product, necessary and useful information about product has also been provided to decrease the need to contact agents. l have designed quote process for tablet and mobile as well.
- 5-
Test
Affinity Map
Document Testing
Finding There were a total of 3 participants. The task was learning more about car insurance, getting an insurance quote, checking out the flow, testing the overall quality of the navigation. The test was done individually, remotely and in person. I observed the progress and asked questions when finished.
Here are some of the goals of the usability testing:
- Determine if the user interface is usable
- See whether the decision-making and purchase decision can be made easier with a quick quote
- See if users understand and can utilize the navigation
- Understand whether users’ perception of the Kaus brand aligns with the adjectives I was striving for in designing the brand style.
SUMMARY OF FEEDBACK
- None of the participants had any issues completing the tasks.
- All participants thought the UI was intuitive, straightforward. Also, they found the flow easy to follow.
- Most feedbacks were about look and feel of the website, like its color, images, font size.
- One of the participants suggested adding a check out flow steps to the quote process.
Modified Responsive UI and Prototype after Usability Test
After usability test, I realize a few changes to the design of “Home Page” and “Product Page” can help provide a better user experience. For instance, I modified the design of product boxes to display all of them on screen without needing to scroll down.
Final Product
Meet the most advanced live website builder on WordPress.Featuring latest webtechnologies,enjoyable UX
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Next Step
KAUS now has an awesome brand presence with their responsive e-commerce website and app to meet customer’s needs.The next step would be building all pages and making sure the responsive design works well.
Successful designs and style guides were cleaned up in Sketch and exported to Zeplin with clear developer documentation. Minor changes were made to help the user understand the purpose of the site.
Next steps include:
- Design all product pages
- Testing the quote process pages at a higher fidelity in order to avoid navigation issues.
- Working with client or marketing team to focus on a unique selling point since users had different reasons for choosing their bundle at the end of the test.
- Continuing designing and testing with user account dashboard.
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