(SUPERHERO Enjoys conversations, brainstorming, drawing, dancing and drinks a lot of coffee.)
CASE STUDY
Responsive Site
OVERVIEW
CASE DETAILS
CLIENT
KAUS Insurance
TIMELINE
3-4 Weeks
OBJECTIVE
To obtain a new client base by building trust thru usability, ease of access and the utilization of modern day technologies.
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Create branding for the personal insurance market of KAUS. Research, design, prototype and test ta solution that is simple, informative and easy to navigate.
SUMMARY
KAUS, an insurance company wants to branch out beyond business services to provide insurance for the consumer as well. They would like to target the millennial age group and appeal to them with a fresh, modern feel with new branding and by offering simplistic insurance bundling options.
Initial findings pointed to immediate quoting cost comparisons, trustworthiness and overall pricing as the main indicating factors for an individual to purchase insurance.
Devising a solution was achieved by adding a real time comparison chart, showing customer testimonials, offering a live chat option for questions, and by keeping costs low with bundling the insurance packages.
PROCESS
PRODUCT DESIGNING FOR KAUS
Research
Interview
Generative
Market Research
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Strategy
Product Roadmap
Persona
User Flows
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Interaction
Wireframes
Prototype
Usability Test
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Interface
Logo & Brand
Style Guide/UI Kit
Responsive Screens
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RESEARCH
I conducted a comparative analysis to assess how insurance sites handled various tasks. Learning about the competitors allowed me to brainstorm ideas for KAUS.
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Current sites were busy and overwhelmed the user with information. Getting an understanding of how our target users viewed insurance categories was essential in the framework for the site. A card sorting exercise was an essential part of the process for framing the flow of the KAUS site.
Interviewing our target user group revealed that real time quoting and comparison opportunities were some of their top priorities when seeking insurance.
Finding insurance can be overwhelming! We are so grateful for the thoroughness and time spent with us to make sure we have the best policy package for our needs.
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STRATEGY
A persona was developed after initial research and interviews. Keri Ann is a 34 year old stay at home mom with aspirations of growing her family and being more involved with her community. She often finds the insurance process to be overwhelming.
She wants to make sure the coverage is adequate without breaking the bank, as well as feel comfortable with the company of her choice. She would like the option to speak with someone if needed, get real time quotes, and also compare prices side by side.
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KAUS will allow Keri Ann achieve her goals for purchasing insurance while having a positive experience. Ideas were generated, refined and tested.
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Using the data from user interviews, Keri Ann's approach would possibly be to navigate the site for policies, compare policies to KAUS competitors, ask questions of an agent, and then purchase.
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The cart was a little confusing so that threw me off. I do a lot of online ordering and the things like, how do I update quantity and ordering is something that I want to do quick and easily. You don’t want to have to think about how to get in the cart, or update the quantity.
INTERACTION DESIGN
Wire frames were created with Kerry Ann's policy hunting journey in mind. Preliminary testing was conducted with people who closely resembled Kerri Ann. They were asked to complete two tasks. First was to pick an automotive policy and compare it to a competitor. Second, they were asked to pick an automotive policy and add it to the shopping cart.
USER INTERFACE DESIGN
In order to invoke a sense of calm and trust for Kerri Ann while searching for insurance, an orange and blue color scheme was used. Orange promotes a sense of general wellness and emotional energy that should be shared, such as compassion, and warmth while blue represents meanings of depth and trust. Blue also invokes rest and can exude feelings of tranquility. The color scheme was paired with a san serif font to give the site a modern and trusting feel.
The branding kit along with revisions from the first usability testing have been implemented. A button was created to match the users mental model for how to add an item to a cart. The color of the cart and an item counter was also added to indicate success for the user. Next steps for this site would be to conduct another usability test session with users.