BRIEF
Kaus was a fictional insurance company transitioning from a B2B business model to a direct to consumer model. They needed a responsive website for their new digital presence and a brand refresh to attract a younger demographic.
TASKS
Design a responsive website
Logo design and brand refresh
COMPANY
Kaus Insurance (fictional)
PROJECT LENGTH
Five weeks
ROLE
UX Designer
TOOLS USED
Figma, Adobe Illustrator, Abode Photoshop, Whimiscal, Optimal Sort
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DESIGN PROCESS
RESEARCH
Secondary Research, Competitor Analysis, User Interviews, Card Sorting, User Personas
DEFINE
Product Goals, Feature Roadmap, Task/User Flows, Sitemap
DESIGN
Logos, Style Guide, Lo-fidelity and Hi-fidelity Wireframes
TEST
Prototype, Usability Test, Affinity Map, Iterate
RESEARCH
KEY TAKEAWAYS
People shopping for insurance are looking for ease of access to trustworthy information. Secondary research and user interviews showed that the majority of people still rely on human interaction for buying insurance, but a majority also relies on the internet at some point in the shopping life cycle.
My goal was to reduce the need for starting the shopping process on the website and having to finish with an agent due to a poor experience on the website.
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Early research led to the addition of a key feature of the website. The “Help” tool during the quote process means no need to google, navigate to another section of the website, or possibly reach out to support for help with complicated topics.
DEFINE
TASK FLOW
Mapping out a primary task flow to keep a sharp focus on creating a simple, time saving, and transparent online shopping experience.
PRODUCT GOALS
I used a simple venn diagram to help keep perspective on the importance of balancing the goals of the business, customers, and developers.
SITE MAP
Card sorting from my research helped me identify and create a simple and recognizable IA users could trust.
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Clear navigation options help customers find what they are looking for quickly and easily. This builds trust and drives conversions for the business as well.
DESIGN
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LOGOS
I wanted to create a logo that would resonate with young adults and chose the climber for both a strong sense of responsibility and adventure.
BRAND COLORS
Blue was selected as my primary color for its connection with trust. The balance of the navy blue with white and mint green on a light gray background creates a sharp, clean, modern looking interface that young users are used to experiencing.
HI-FIDELITY WIREFRAMES
Landing Page
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Package Details Page
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TEST
Hi-fidelity prototype for the task of getting a car insurance quote.
USABILITY TESTS + AFFINITY MAPS
I conducted three usability tests and one group session and discovered that while all the tasks were completed there were a few small changes that needed to be made to improve the user experience. I created an affinity map to track my findings and plan fixes from high to low priority.
My final iteration of the package details page. I decreased the tooltip icon size to make them less of a distraction and improved contrast between the gray and white.
FINAL THOUGHTS
The goal for this project was to create a fresh, modern feeling, responsive web design with a focus on keeping things simple for users and I feel this was completed successfully, but….
...this is still a new product for the company and needs more user testing to truly shine. With more time left for this project I would keep working on the intuitiveness of the user flow through different tasks. I feel the landing page is simple and not distracting as intended but could use a little more content to build more trust and brand loyalty.
