Role
UX, UI Designer
Time
12 Weeks
Task
Brand, Responsive website
Tool Stack
Figma, Illustrator, Photoshop, Typeform, Optimal Workshop
*Note: This project is based on a fictional brand.
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I worked on designing on new brand identity that would instill trust and flexibility in Kaus customers. I also worked on building an online shopping experience to address Kaus' user's needs.
Kaus acknowledges the impact of the digital market on selling insurance policies and wants to begin selling their service online. They would like a new brand identity along with an e-commerce site that allows customers to easily browse through their products.
With a solid understanding of the challenge and opportunity, I began to conduct market research on provisional personas and empathy interviews with users.
Summary of interviews
The ideal process for users to assess their insurance coverage needs is a simple and intuitive process that factors price, brand/company recognition, and great customer service.
Some of the pain points for users include:
• Insurance jargon
• Lack of trust in insurance companies
• Confusing process for getting quotes using sites
This storyboard show all the steps that lead Kaus users to buy insurance and all the pain points they encounter on this journey. By focusing on the user I was able to use this existing experience to identify unmet needs, opportunities and obstacles.
With a strong foundation for the information architecture,
I began to ideate solutions for task flows.
The main user goal for building the new brand for Kaus was creating an expression that users would trust for their insurance needs.
With a solid framework for the information architecture, I began to sketch and wireframe different layouts for the site.
One of the main pain points users identified was the inability to find insurance coverage that addresses their unique coverage needs.
This filtering feature allows users the flexibility to see all the packages that Kaus offers, while also being able to filter for their unique needs.
After building the initial design for the site, I wanted to get feedback from users through usability testing.
Using the prototype, I conducted four usability tests with a few objectives in mind:
• Test how easy it is for users to find specific insurance products and packages.
• Observe if the users feel supported by Kaus in their insurance coverage searches.
After conducting usability tests, I distilled any actionable insights from the feedback and implemented them in the new design.
