Kaus Insurance/Designlab UX Academy
UX/UI Designer, Researcher, Prototyper, Animator
Rebrand the company and launch a responsive e-commerce platform that will allow the brick-and-mortar insurance provider to transition to a direct-to-client business model, where customers can easily research, customize, bundle and manage their policies.
Millennials looking to buy insurance and develop a longstanding relationship with their policy provider.
4 weeks at 20 hours/week
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 good user experience for their customers.
Kaus believes in protecting people in an easy and affordable way. The brand is:
Satisfying their customer’s needs is their number one priority.
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 companies always feel very untrustworthy to me because you pay them a lot of money for something you barely use, and the insurance companies make a ton of money and try really hard not to pay it out to you… It’s also scary to not have it because if something does happen it’s super expensive, and you’re in debt forever. So the trade-off is something probably isn’t going to happen to you, but in the off chance, you pay $300 a month just in case.”
“I think the way the insurance is set up is extremely confusing on purpose—it’s like 60 pages. Websites and companies need to make things simple, clear, and comparable, and transparent. It literally took me an hour, after I downloaded the PDF, to find where the hell it’s written that my renters insurance covers fire (after I bought it), and that’s what I bought it for. That shouldn’t happen.”
“I have absolute loyalty to any company that hasn’t done me wrong. I’ll hang on to you. I’m old school like that. And if they mess up that’s it.”
Tracks a typical user’s purchasing task flow from the first engagement on the landing page, via the custom “build a quote” tool, all the way through to order confirmation
Tracks a typical persona’s purchase user flow through three primary points of entry to the Kaus website: