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CLIENT

Vuse

 

MY ROLE

UX Design

 

AGENCY

Gorilla Group

CLIENT

Kaus Insurance | Concept

 

MY ROLE

UX/UI Design

SUMMARY

Vuse needed an improved, flexible site that took a stance against major market leaders like Juul. 

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. 

To comply with my non-disclosure agreement, I have omitted confidential information from this case study. 

PROBLEM STATEMENT

Address IA problems; create reusable components that could be managed by their internal team; bring the brand-forward with a cleaner design and more engaging graphics. 

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. Design an informative experience that balances the ethics surrounding vaping with an elevated user expereince design  

2. Leverage new experience as a reusable foundation to drive new brands and products 

3. Leverage out-of-box Magento 2 features

4. Ensure measurable success and drive conversion

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

Guiding Principles

Feature Friendly

Utilize out-of-the-box platform components to ensure ease of management and performance optimization. 

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.

Mobile First 

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.

Omnichannel Mindset

Put omnichannel thinking front and center to connect audiences and maximize loyalty and engagement.

Brand Forward

Apply brand expression and communication guidelines to bring to life the Vuse experience on the new site.

Scalability

Ensure the site framework is malleable and able to adapt as brands, products, and requirements evolve. 

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.

INFORMATION ARCHITECTURE

Utilize smart information hierarchy in the navigation that is attuned to different users visiting the site.

Screen Shot 2020-02-29 at 8.29.45 PM

WIREFRAMES

Powerful visual navigation will be important in providing context around the differences among Vuse’s offerings. 

vape1
homepage 3

HIGH FIDELITY DESIGNS 

screencapture-gorillagroup-invisionapp-d-main-2020-02-25-16_48_29

Reflection 

This project moved incredibly fast. In just under a week we were challenged to do research, create sketches and wireframes, and present back a solution to the Vuse stakeholders. This project taught me not to second guess myself and my design decisions; commit to a direction and stick to it once it feels right.  

Credits 

Creative Direction - Adam Murphy

UX - Sean Kelly, Freddie Vitale

UI - Mari Mora 


 

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Kaus