Device Onboarding
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Case Study
Background
Kaus is a fictional insurance company that offers a variety of packages and insurance types. They are one of the biggest companies on the market so they are able to keep their prices low. Kaus is looking for a way to refresh their brand, expand their direct-to-consumer sales, and appeal to more of a younger clientele.
Challenge:
Redesign the Kaus website across three different screens, making sure it is easy to use and appeals to a younger client base.
Role:
Tools:
UX Researcher and Designer
Figma, Invision, Illustrator
Duration:
4 weeks
DESIGN PROCESS
RESEARCH
Market Research
Competitive Analysis
User Interviews
synthesize
User Persona
Empathy Map
define
Product Goals
Features
Card Sort
Sitemap
User Flow
Create and ideate
Sketches
Wireframes
UI Design
Responsive Design
prototype and test
Prototype
Usability Findings
Affinity Map
Iterations
01: Research
This is the stage where we try to understand our user on a deeply human level. The high level goals of this research were to understand more about the insurance market in general and uncover what users' current relationships are with insurance, specifically Millennial users.
market research
Through market research I discovered that insurance is often an unapproachable topic for Millenials. While they are buying cars and houses and understand the need for insurance, most Millenials don't know where to start and struggle to find a place they can trust and cover all their needs. They are looking to get things done quickly and digitally but also value the advice of an expert insurance agent.
competitive analysis
While I discovered a few competitors, none offer the range of insurance that Kaus does. Allstate and State Farm have a variety of options but some parts of their service are confusing to navigate. While Lemonade proves easy to use and appeals to the Millennial crowd, it only offers home and renters' insurance.
With Kaus looking to create a product that contains many insurance options and still feels approachable, it provides an unmatched level of service.
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USER INTERVIEWS
I wanted to discover more about the user's insurance journey. I searched to uncover some of the challenges and frustrations they faced. I interviewed three different people-two Millennials and one GenX-er. I wanted to get a Millennial view but also include a broader scope of how users currently feel about their insurance.
key findings
User Needs
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Trustworthy Insurance provider
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Understandable and approachable insurance information
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Agent available when purchasing insurance
User Wants
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All insurance needs in one place
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Personalized insurance plan with additional options
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Easy-to-use website so certain aspects can be done independently
Pain Points
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Insurance isn't an approachable topic to research
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Hard to always understand the need of insurance
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Packages are confusing
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Amount of information is overwhelming
02: Synthesize
After doing the research I wanted to dig deeper and understand moreabout the user through creating a User Persona and Empathy Map.
USER PERSONA
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Empathy map
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03: Define
Once I identified the key problems users were facing with their current insurance providers, I started to put together the information architecture of the site. I defined project goals, key features for the site, and how the website will flow. I also conducted a card sorting exercise to find the most logical way to sort insurance types.
project goals
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Product features
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card sorting
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site map and user flow
Site Map
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User Flow
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04: Create and Iterate
To start off the visual part of the design, I sketched out 3 different versions of the Kaus home page. After filtering out different ideas, I moved on to the wireframe stage.
sketches
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wireframes
I created low-fidelity responsive wireframes based on the research and sketches. I included additional pages such as product, plan, claim, and pop-up pages.
Desktop
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Tablet
Mobile
Insurance Page
Claim Page
Form Page
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Pop up
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ui design
Insurance can be intimidating, especially for first-timers. I wanted to make sure the design was approachable and friendly yet remain professional and trustworthy. Therefore, I decided to go with purple as the brand color. Purple is unique enough to differentiate Kaus from competitors yet the monochromatic color scheme keeps it familiar and fresh.
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responsive design
Combining the UI elements with the wireframes, I created desktop high-fidelity responsive designs for the home, insurance, claims, form, and pop-up pages. For the home and insurance pages I also created tablet and mobile versions.
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05: Prototype and Test
prototype
Using Invision I created a prototype for the website. By linking different pages together, the user was able to navigate through the site and experience what it would be like to perform different tasks. I wanted to understand user pain points, hesitations, confusion, and opportunities to improve. I also wanted to determine if the prototype allowed the user to reach his end goal. I conducted the testing on five individuals - four in person and one through screen sharing.
usability test findings
Summary of Findings:
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100% completion rate
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100% of users were unaware that they can scroll further down the home page
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100% of users understood that the insurance cards are clickable
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100% of users enjoyed that most of the information can be found at the top of the screen
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3/5 of users found the logo's placement and role misleading
affinity map
After user testing I created an affinity map to organize the feedback into actionable iterations and figure out my next steps.
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usability test iterations
I made changes to my original home page design based on my usability test findings. Next steps would be to continue iterating on other pages of the website and conducting more usability testing.
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I changed the navigation layout, the logo now redirects to the home page and "Insurance" was changed to "Products" with a box around it to highlight that section
Shortened landing page image so that users would be more aware of the option to scroll down
Added white cards to make insurance options clickable
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Disabled the "CTA" by taking away contrast and added a back to top arrow
Project reflections
This was my first UX design project and I learned so much through this project, from research skills, to wireframes, to prototypes and everything in between.
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I learned how much research and empathy play a part in every aspect of the design and how important it is not to make my own assumptions before doing the proper research. This process taught me to have more of an open mind in order to ultimately create intentional and well thought out designs.
See more of my work
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