KAUS insurance
A responsive ecommerce website that is pleasing to use and that allows customers to browse through all products and easily filter by relevant data
When we talk about insurance…
As a success company in this business for over 30 years
what Kaus want to change…
Refresh the brand
Responsive ecommerce website
Promote optimizing packages
WHY : Young people are more digital than ever and Kaus want to tap into that market.
HOW: A new modern and fresh branding
WHY: Kaus want to sell insurance online, directly to consumers.
HOW: Design a responsive ecommerce website that is pleasing to use and that allows customers to browse through all products and easily filter by relevant data
WHY: To be more efficient and keep rates lower than the competitors
HOW: Kaus don’t allow for much in terms of a la carte selections, although people can customize some basic things for each type.
How I can help Kaus to create ..
Let’s listen to customers. what’s their insurance stories?
Let’s learn from competitors . How they run the business?
Progressive, Geico, statefarm are three largest car insurance companies in the U.S. All have been in business for decades and being well-known in the industry
What we learn from them : wide coverage options / great customer satisfaction/ strong agency network/flexibile discount options
Lemondae and Hippo are some new brands coming out in recent years, aiming young generations and busy professionals as their target.
What we learn from them: fast and easy process /simple, modern brand strategy /mobile app/ Tech powered
Who likes to choose Kaus? What we know about them?
Yes, Alexander is the one ! An busy professionals presented as the core customer of kaus insurance
How to make Kaus easy to navigate
People like Alexander will not have too much time and patience to brower around the website. Getting things done is their priority. They would prefer a place with extremely clear structure of information, I conducted an online card sorting test to get this version of the site map.
How to make it easy for customer to move through a process
Create a single flow (ideal customer flow) to show how people can easily get a quote and purchase it online.
Whar are possible turns through the process
How to optimize the experience.
Things happen in this little user journey, There will be customers who are not sure which insurance to purchase; customers want to add bundle insurance; customers may don’t like the quote questions and just quit, customers finish the payment and settle down the insurance immediately; customers would like to save the information and come back later . I consider all these possibilities and try to find solutions to optimize their experience.
Time to Design the product !
From sketch to high-fidelity wireframe of the Homepage
Based on the site map, Insurance products/ claims/ about us/ contact us are main items on navigation bar, all customers' needs will be covered there.
Get a quote is the priority of the website, it should be put on the “main stage” ,and everyone will not miss it.
File claim/ find an agent/ make a payment/ mobile app are certain actions needed most for customers, I created an “express channel” for customers to get it easily.
If you are new to Kaus, you may wanna know more about Kaus and the products they are offering, keep scrolling down , you will find all you want and you will like the brand
So why not get a quote at last ,since it’s such a pleasant journey!
Develop full color responsive interface design for desktop, tablet and mobile
Since one of the business goal is to attract younger generation, the brand language should be energetic, fun, colorful and bright. I picked these pink yellow,blue color with softer tones to express a gender-neutral, modern, minimalist style.
Let’s start the jounery !
Create an interactive prototype for customers get a quote of auto insurance , and conducted an usability test.
Reflection and Next Steps
Priority Revisions to design work based on feedback from evaluative research
The customer expects to click the insurance button to start the process straight away,
Show indication on the button, so customer can add serveal insurance type at one time and start a quote by click CTA button.
The customer expects to see how much they can save by add a bundle insurance right away.
High-fidelity design and prototype
Further develop prototype to include the whole insurance purchase process including add a bundle/ make a payment/ account creation
Design pages for “Need more support " and “explore our products”
Conduct additional usability testing
Another round usability testing for further developed high-fidelity design and prototype