family=Abhaya+Libre:600" rel="stylesheet">


CLIENT

Kaus Insurance | Concept

 

MY ROLE

UX/UI Design

CLIENT

Kaus Insurance | Concept

 

MY ROLE

UX/UI Design

SUMMARY

Insurance disruptors that prioritize UX over everything are changing the industry. This case study showcases Kaus, an insurance brand that I crafted from scratch. 

SUMMARY

Insurance disruptors that prioritize UX  over everything are changing the industry. This is a concept brand that I designed from scratch which could compete in the race to be the best new brand. 

SUMMARY

Insurance disruptors that prioritize UX  over everything are changing the industry. This is a concept brand that I designed from scratch which could compete in the race to be the best new brand. 

DSC06628

PROBLEM STATEMENT

Kaus needed to move digital in order to attract younger audiences and compete with other insurance disruptors, including large firms, in the marketplace. 

PROBLEM STATEMENT

Kaus needed to move digital in order to attract millennial audiences and compete with other insurance disruptors in the marketplace. 

PROBLEM STATEMENT

Kaus needed to move digital in order to attract millennial audiences and compete with other insurance disruptors in the marketplace. 

Project Goals

Project Goals

1. Move product offerings online to a responsive e-commerce website

2. Innovate the information architecture with more consolidated categories

3. Tap into the Millennial demographic

4. Create a fresh new logo and brand

5. Enhance loyalty among current customers 

6. Position the brand as disruptive and innovative

1. Move product offerings online in a responsive e-commerce website

2. Innovate the information architecture with new detailed categories

3. Tap into the millennial demographic

4. Create a fresh new logo and brand

5. Enhance loyalty among current customers 

6. Position the brand as disruptive and innovative

Research Methods

noun_discovery_2457860

Market Research

noun_User journey_2457897

Storyboard

Storyboard

noun_product phasing_2457894

Competitive Analysis

noun_interview_2457861 (1)

Interviews

Interviews

noun_persona_2457879

Personas

Personas

noun_ux solution_2457880

Information Architecture

Information Architecture

RESEARCH GOALS

1. Discover what Millenial's think about when it comes to purchasing insurance. Is it scary, stressful, confusing?  Why?

2. Discover current insurance trends within the industry - understand expert opinions, ideas and predictions

3. Discover and review competitiors and gain insight into what, how and why they are running their business a particular way 

4. Discover potential moods, visuals and messaging for the new brand and website 

1. Discover what Millenial's think about when it comes to purchasing insurance. Is it scary, stressful, confusing?  Why?

2. Discover current insurance trends within the industry - understand expert opinions, ideas and predictions

3. Discover and review competitors and gain insight into what, how and why they are running their business a particular way 

4. Discover potential moods, visuals and messaging for the new brand and website 

Customer Needs

Affordability 

All interview participants need or will need affordable insurance coverage to protect their own financial security or to protect a loved one. 

Affordability 

All interview participants need or will need affordable insurance coverage to protect their own financial security or to protect a loved one. Price is the most sensitive, and somewhat stressful part about purchasing insurance.

Affordability 

All interview participants need or will need affordable insurance coverage to protect their own financial security or to protect a loved one. Price is the most sensitive, and somewhat stressful part about purchasing insurance.

Education

Most users did not know much about what goes into buying insurance - understanding insurance packages is a must. They do not want to feel as if they were getting taken advantage of. 

Education

Most users did not know much about what goes into buying insurance - understanding insurance packages is a must. They do not want to feel as if they were getting taken advantage of. 

Stress-less experience

Users consider the process of buying insurance incredibly stressful. For younger people, it signifies the transition to adulthood. Particularly, price is the most sensitive and most stressful part about purchasing insurance.

Stress-less experience

Users consider the process of buying insurance incredibly stressful. For younger people, it signifies the transition to adulthood.

Stress-less experience

Users consider the process of buying insurance incredibly stressful. For younger people, it signifies the transition to adulthood.

Speed

Insurance is seen as a time-consuming process. Users want to see the price fast and be able to purchase the packages online at the simple click of a button.

Speed

Insurance is seen as a time-consuming process. Users want to see the price fast and be able to purchase the packages online at the simple click of a button.

Speed

Insurance is seen as a time-consuming process. Users want to see the price fast and be able to purchase the packages online at the simple click of a button.

research1

DESIGN

Once the research process was strong enough to guide my design decisions, I started to sketch and wireframe the site.

DESIGN

Once the research process was strong enough to guide my design decisions, I started to sketch and wireframe the site.

DESIGN

Once the research process was strong enough to guide my design decisions, I started to sketch and wireframe the site.

DSC06631
DSC06636

LO-FI WIREFRAMES

My initial sketches prioritized simplicity over everything to ensure that the second the user arrives at the site, they feel at ease. Throughout every design decision, I made sure to question the necessity of the content in order to maintain a high level of clarity.  

LO-FI WIREFRAMES

My initial sketches prioritized simplicity over everything to ensure that the second the user arrives at the site, they feel at ease. Throughout every design decision, I made sure to question the necessity of the content in order to maintain a high level of clarity.  

wireframes-by-sean-kelly
wireframes-by-sean-kelly (1)

I felt confident in the initial wireframes and began to explore potential branding.

I felt confident in the initial wireframes and began to explore potential branding.

DSC06625
DSC06622
brand
kauslogo

The Kaus shield is a sign of ultimate protection. It resembles their innate ability to protect their customer no matter the situation. The colors are playful, removing the serious image that most insurance companies hold - it's warm and inviting.

The Kaus shield is a sign of ultimate protection. It resembles their innate ability to protect their customer no matter the situation. The colors are playful, removing the serious image that most insurance companies hold - it's warm and inviting.

After I established the brand, I created the hi-fidelity responsive prototypes.

After I established the brand, I created the hi-fidelity responsive prototypes.

Homepage Web – 1
kaus1
ikaus2
kausmobile
kausmobile3

Reflection

I had one goal throughout the entire design process: do better than the old and big (StateFarm, Progressive, etc.). Large insurance agencies have overwhelming sites where information architecture is all over the place. Most of the sites are beyond confusing and don't offer a simple way to understand the types of insurances they carry. As I went through my process, I realized that the best thing for Kaus was to educate the user while they flow through the site, all while maintaining a standard of simplicity and clarity. Enabling the user to gain knowledge while feeling at ease was the key to success. For someone who is not an expert in insurance, the most significant challenge was being able to distill packages and policy information down to a few words. If I were to go back again, I would have collaborated more with an expert in the industry to arrange educational elements properly. Overall, I feel thrilled with how this turned out! 

I had one goal throughout the entire design process: do better than the old and big, i.e. StateFarm, Progressive, etc. Massive insurance agencies have overwhelming sites where information architecture is all over the place. Most of the sites are beyond confusing and don't offer a simple way to understand the types of insurances they carry. As I went through my process, I realized that the best thing for Kaus was to educate the user while they flow through the site, all while maintaining a standard of simplicity and clarity. Enabling the user to gain knowledge while feeling at ease was the key to success. For someone who is not an expert in insurance, the greatest challenge was being able to distill packages and policy information down to a few words. If I were to go back again, I would have collaborated more with an expert in the industry in order to properly arrange educational elements. Overall, I feel very happy with how this turned out! 

VIEW THE NEXT PROJECT

Alter Group