I began by doing secondary research about the insurance industry to gain a better understanding of the field. When choosing insurance, the most important factors are recommendations, consumer reviews, digital capabilities, personalization, insurance on demand, price, quality of service, and company reputation. Companies are focusing their target demographic to younger tech savvy individuals because of their customer lifetime value. This research helped me identify Kaus' competitors and the demographic of people that I will interview.

Then, I created a competitor analysis and listed the strengths and weaknesses of each company. Most competitors don't list their insurance offerings and force the user to start a quote first. Once the user fills out their information, they are given recommended options for the user to choose from. This helped me understand why the quote process was important because insurance can be different for each person. After getting quotes from many different insurance companies, I realized the form sheets are simple with 1-3 questions per page. This prevented user errors and created a delightful user experience rather than users scrolling through a one page from with multiple questions. These insights were useful when designing the quote form for Kaus.

I started by listing questions that would reveal insights to target users pains and gains.

I interviewed 4 participants who were tech savvy millennials to gain an understanding of their experience when buying insurance. When buying insurance, most users avoid speaking to agents and want to do most of the steps online to save time and make the process as efficient as possible. They avoid speaking to agents because of the long wait times and all the information they must give at once. Most participants must find a convenient time to research different insurance companies and speak to agents.

Based on market and user research, I listed the key insights to create an empathy map listing what I know about the target user and gain deeper insights.
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Then, I consolidated the insights to create a user persona that addresses the major needs, experiences, behaviors, and goals of the target user. This helped me empathize with the users and understand what problems I need to create solutions for when designing.

Here is Bianca who is an embodiment of my interviews. She wants to find an insurance company that she can trust has her back. Her frustrations arise when she can't find information online and must rely on speaking to an agent. Having Bianca as my persona helped me hone on my target audience.

During the define phase, I synthesized all the data I have collected during the research phase to define the core problems that were identified up to this point.

The research showed that users have difficulty finding information on insurance websites. Understanding how users would find information was vital for this project. I created a card sort using OptimalSort to get a sense of how users think about categories and find patterns on how users group and label those categories.

I was able to use the similarity matrix and dendrogram to reveal powerful insights to organize and label content correctly. This would help with the information architecture when creating the sitemap and organizing the navigation.

Based on the finding of my card sort, I created a sitemap to show the different categories in the website.

The goal was a simple navigation with the main categories of insurance offerings and relevant sub-categories that are placed into drawers. The difficult part was deciding where to place sub-categories in a way users would understand where to find. The four main categories for Kaus' insurance offerings are Life, Home, Health, and Vehicle. Each category would have a set of sub-categories and their list of coverage options.

Using the sitemap for reference, I created a task flow to show a single task of how a user could move through the website. Then, I designed a user flow to focus on the different pathways that the user could move through the website and potential roadblocks.

The user flow helped me address all possible "dead ends" that may occur when the user goes through the site. Then, I was able to create the task flow which identified the key pages that would need to be designed before continuing to the next steps.

After the define phase, I integrated my findings and designed wireframes and started re-branding.

I designed low-fidelity wireframe sketches to identify any problems in the early stages and uncover all my ideas.

The goal was to design a landing page where users can find all relevant information about the insurance offerings as well as easily starting a quote. Then, creating the quote process was the next crucial step.

I created mid-fidelity wireframes and used InVision to test out the design.

These wireframes helped me lay out the important pieces I wanted to organize my content for the user. Based on research, I organized the pages from most important to least. Users who want to start a quote fast can use the main CTA. Others who aren't familiar with Kaus, may want to know what they offer before starting a quote. Then, finding out about Kaus and their simple and minimal contact with agent would be listed underneath and so on. I also added a hover button where users can speak to agents if they need help without calling them directly.

During user testing, I asked users to find Auto Insurance and start a quote. I realized the users were using the main CTA to start a quote instead of using the navigation. Therefore, I had to design the drop down function for the main CTA to start quote.

After researching more about the target audience, I designed the new logo, brand style tile and UI kit.

The goal of the logo was to be simple and easy to remember, while also incorporating the feel of security. I chose the color palette, imagery, and typography based on the companies values which were trustworthy, honest, clean, and secure.

After designing the new logo, brand style tile and UI kit, I incorporated all my research and design to create the final UI design

Creating a responsive design was crucial for Kaus because their target audience uses their phone for almost everything. I wanted the design to be consistent and easily accessible for users. I made the input boxes and buttons larger, while keeping the rest of the design the same.

For the quote process, I added a progress bar with labels describing next steps. This would help the user identify where they are in the process and how much more information they must input before receiving a quote. I added a quote summary that would be updated with the users information during each step of the quote process. This would remind the user the information they have already given and allow the user to see if they had made any mistakes.

Based off the usability test results, I created an affinity map to sort, prioritize, and rank user testing feedback and list the potential solutions and next steps.

I used these insights to update and enhance my designs usability.

After testing the design and focusing on user errors, I used all my findings to improve the designs usability. Then, I updated the prototype for further testing.