Kaus is a large insurance company with a 30-year history in the B2B space, with policies for both individual and business needs. Offering insurance for everyone and everything and specializing in prepared packages that keep rates low, Kaus is hoping to expand their business direct-to-consumer and poise themselves as the choice provider for the millennial market via a responsive e-commerce portal.
The company’s primary directive is to keep costs low while providing easy solutions and a beautiful user experience for their customers.
PROJECT GOALS & OBJECTIVES
• Design a new, modern and fresh logo for Kaus
• Develop a responsive e-commerce website that is both pleasing to use and provides customers the ability to easily browse and filter through products, for an overall thorough and enjoyable shopping experience
• Help Kaus grow their online business, focusing on driving expansion within the Millennial market to build a strong, loyal customer base
Kaus believes in protecting people in an easy and affordable way. The brand is:
Modern and fresh
Clean and clear
Satisfying their customer’s needs is their number one priority.
• Understand the major contributing factors and particular pain points informing insurance decisions for millennials
• Understand how the market currently engages the younger, tech-savvy demographic
• Understand how other “sister industries” (those dealing with complicated sectors with high-stakes issues—finance, safety, health, etc.) have successfully appealed/marketed to young people
• Determine what factors will help earn the consumer’s trust in shopping for insurance online
Secondary Research—Gained greater insight into both the insurance sector and millennial market via the exploration of literature, news articles, blogs, statistics, etc. covering industry trends and millennial desires/motivations
Competitive Analysis—Identified the strengths and weaknesses of both competing companies as well as neighboring industries that are excelling online, giving us an indication of potential opportunities (where we can build upon and exceed) and threats (pain points to address)
User Interviews—Gathered qualitative data on our users (through both observations and direct interviews), providing greater understanding of their motivations, needs, expectations and concerns when selecting insurance.
Conducted 5 one-on-one user interviews with research participants within the millennial demographic (ages 30 to 41; two men and three women)
• Insurance is a necessity—5 out of 5 users say they plan to purchase additional coverage in the next five years
• Accessibility is key—users were split between mobile and computer when it came to how they prefer to shop for and manage their insurance, though all said they would like their account information to be available online in all formats
• Trust & transparency will build loyalty—5 out of 5 users have negative feelings toward insurance companies based on past experiences, but expressed brand loyalty toward products and companies that exhibit transparency and earn their trust
• Online will drive sales—5 out of 5 users say they frequently shop online
• Price is more than important—5 out of 5 users listed “affordability” as the highest priority when searching for an insurance policy
Based on the competitive analysis and user interviews, I established the following user desires:
• Users want to trust that their insurance providers will be there when they need them, but struggle to: 5 out of 5 (100%) believe that insurance companies intentionally confuse, convolute, or obfuscate information about their policies and expressed a desire for “honesty,” “transparency,” and “simplicity”
• Users see knowledgeable agents as a resource, but not a necessity: 4 out of 5 (80%) say personal relationships with consistent claim agents adds value and trust
• Users would like to see value and options in their policies: 5 out of 5 listed “affordability” as the highest priority when choosing a policy, and 4 out of 5 expressed negative feelings when spending money on policies they “never use,” while 4 out of 5 also said they have been forced to select a sub-par policy in the past due to lack of options
Given that the Kaus site needed to be responsive, I began by sketching low-fidelity prototypes, iterating on necessary design elements before moving to mid- and high-fidelity prototypes.
UI & BRANDING
Based on the brand goals and of being “trustworthy”, “modern and fresh”, and “clean and clear", I set to work sketching a new logo.
Once I finalized the logo design, I created a clean logo animation and matching wordmark, then finalized all styles in a comprehensive UI Kit, including color palette, font selection, icons, illustration styles, and other key elements.
PROTOTYPING & TESTING
Using the UI elements, I designed high-fidelity wireframes using Sketch and then used them to create an interactive prototype on Invision.
Click the screen below to test the prototype yourself.
User tests were run with a total of 4 participants, all within the millennial demographic (between the ages of 29 and 37, specifically)—two men and two women.
The scenario they were given outlined a desire to search for a new auto insurance provider, due to rising rates on their existing policy, with an interest in bundling home, property and pet coverage for a better package rate. Each tester was asked to navigate to the Custom Policy Builder Tool and use it to package, price, apply and sign-up for a plan, and ultimately complete the transaction through to the purchase confirmation screen.
I set up the expectations with each user as stipulated in the test script, and then read their scenario and tasks out loud to them, asking them to narrate as they worked their way through the primary process flow. I also gave them a list of the tasks in order that they could refer to during the test. I made an audio recording of each test, and took notes throughout based on each user’s feedback, and wrote up a brief synopsis of their primary thoughts following the conclusion of each test.
1. Evaluate problems in navigation and ease of use of the new KAUS desktop website design
2. Identify any usability issues in the primary user flow (the Custom Policy Builder Tool) and if the users are able to complete their intended goals, taking special care to note any hindrances in completing identified goals and areas of difficulty in the process
3. Test if the design provides enough trust, direction and information for the user to apply for a policy bundle without hesitance, difficulty or concern
4. Observe and record any stumbling blocks, areas of hesitation, confusion or difficulty experienced and expressed by the test participants, or errors in the design
Summary of Feedback
• Test completion rate of 100%: The tasks were relatively straight forward and easy to complete—all users were able to navigate through the primary task flow all the way to the purchase confirmation screen without much difficulty in the process
• Error-free rate of 85%: One of four users struggled with the flow of the form fields, particularly finding the lack of finite form boxes visually confusing, but the errors in click attempts that were caused by this were experienced solely by this particular tester, and lessened as she got used to the design patterns within the fields
• All users clicked CTA buttons: None of the users attempted to use the search icon, or navigate through the primary navigation dropdown, although one of four did verbally acknowledge that they would have clicked directly into the auto insurance policy page via the icon on the coverage section of the home screen if it had been a live option available to them; the high CTA use could also be attributed to the testers paying particular attention to the task instructions, which specifically directed them to the “Customer Policy Builder Tool”
• Transparency was key, in navigation and content: Most users regarded that the process was simple, but they would like a bit more information presented without having to “click through” to other pages, particularly on the policy match screen (price breakdowns, comparisons, and add more options were most notably called out); some users also hesitated a bit on the form fields and suggested a progress bar indicating how far along you were in the process as a helpful addition
• Break it down, step by step: All users liked how clearly the process was conveyed, but wanted to see more flexibility in the navigation (ability to go back was difficult for the user to understand in the form field flow); two out of four users specifically wanted to know how long the form would be before starting (moving to suggest some sort of progress bar, numbering or countdown system); one out of four users wondered if it would be possible to skip steps; one out of four users said they would like to save the form mid-way and return to complete it later
1. Implement changes based on usability testing & update prototype
• Form navigation: Add a progress bar showing how far the user is in all form-fill states, which may also be used to navigate back and forth within the form fields themselves
• Update colors & styles: Eliminate overly busy UI elements for a cleaner design, updating hard-to-read text colors to more readable ones
• Expand coverage details: Make policy detail highlights more readily available within the Custom Policy Builder Tool flow, including policy price breakdown and further customization options
• Add on features: Incorporate ability to add on even more coverage, including Kaus’s own personalized recommendations based on the user’s set preferences and needs
2. Conduct another round of usability tests to validate changes
FINAL DESIGN UPDATES
Based on user testing and feedback...