Kaus

Responsive E-commerce website for a fictional insurance company

Kaus

ABOUT THE CLIENT

Kaus is a very big insurance company that has been in business for over 30 years. They provide a wide variety of types of insurance for individuals. Their goal is to move to direct sells by building a responsive e-commerce website for them to sell insurance online. The main priority is to make the customers’ experience with nsurance selection as easy as possible and appeal more to younger consumers.

BUSINESS GOALS

Design a new modern and fresh logo for the company and a responsive e-commerce website that is pleasing to use and that allows customers to browse through products and easily request a quote online.

My Role

Research, persona, wireframes, prototyping, user testing, visual design

Duration

6 weeks

Tools

Sketch

Optimal Workshop

Invision

Research

Learn as much as possible about the topic at hand, plan, conduct and synthesize user research, which will help define the product design

COMPETITIVE ANALYSIS

Competitive Analysis

USER INTERVIEWS FINDINGS

Demographics
  • 5Participants
  • 2Women
  • 3Men
  • Age between23 - 55
Key Insights
  • Feel like insurance companies want to deliberately confuse and deceive them
  • Can’t figure out what exactly their plan covers
  • Would prefer working with an agent, rather than buying online, because they want someone to explain to them all the details and choose the right plan for them, but at the same time think it is easier to buy insurance online: less time-consuming and less pressure
  • Unsure where to start when it comes to selecting an insurance plan
  • Trust the insurance company more if they have a modern and nice-looking website
  • Unsure where to start when it comes to selecting an insurance plan
  • Say that the process of selecting insurance is something that they don’t enjoy or even fear, but understand that it is important to make the right choice to feel reassured
  • Refer to friends and family for recommendations and online reviews
  • For many the price is the most important factor when selecting an insurance plan

Define

Combine all the research and observe where the users’ problems and needs exist

EMPATHY MAP

Create an empathetic view of the user and organize the research into a coherent vision

Empathy map

PERSONA

Create Persona based on behavioral patterns in the data that was collected through research

Persona

STORYBOARD

Create a story for the persona to show the user in context

Storyboard

Ideate

Generate ideas for design.
Use Information Architecture methodologies to determine the site layout, structure, and navigation

SITEMAP

Show the relationship between the content of the site, based on the Card Sorting findings

Sitemap

TASK FLOW

Show how users travel through the system while requesting a Quote and purchasing a Plan

Task flow

USER FLOW

Identify the different paths that a user would take to purchase an Insurance Plan

User flow

WIREFRAMES

The process began with brainstorming and sketching 3 different versions of the Homepage layout

Wireframe

Next, taking into consideration user research, navigation and user flows I created responsive woreframses for a Homepage, Quote forms and Results page.

Wireframe

BRANDING & UI DESIGN

Create client brand assets, including a logo and user interface designs for the prototypes

BrandingBranding

After finalising the logo and brand style tile I started working the final UI for the website to use the high-fedelity prototypes for user testing.

Branding

Test & Iterate

Put the prototype in front of users to test the assumptions and validate design hypotheses. Using the feedback from users, create the next iteration of the work

USER INTERVIEWS FINDINGS

Key Insights
  • All participants failed to notice the option to save the quote on the Results Page
  • All the participant considered the task to be easy to complete
  • 3 out of 4 participants followed the expected path to get a Quote by clicking on the “Get a Quote” button in the header, but 2 out of 4 also they mentioned that they didn’t notice it right away.
  • Most participants were confused about the meaning of a “Select a Plan” button
  • All the participants thought that the website has a simple and intuitive navigation
  • Some of the keywords the participants used to describe a mood that the website conveys are: intelligent, friendly, simple, relaxed and modern

SYNTHESIZING USABILITY TEST RESULTS

Sort user testing feedback from the research documents

Affinity Map

ITERATION & FINAL DESIGNS

Make the changes to the project based on the user feedback and update the UI for all od the pages

design 1design 2design 3
Next Steps

For next steps, I would create a responsive Product page, test the updated version of the website and iteratively improve the design.