Kaus Responsive E-commerceWebsite and Rebrand

The Project

Kaus is a large insurance company of 30 years with over 350+ products that is looking to sell pre-packaged insurance plans directly to online consumers.

The Solution

I created a solution for the website inspired by online retail shopping experiences where users could:

  • quickly select bundle combinations on the homepage
  • filter insurance products
  • easily see starting prices for products for quick comparison
  • easily see included policies for each product.
  • quickly see what specific policy coverages mean

The Project

Kaus is a large insurance company of 30 years with over 350+ products that is looking to sell pre-packaged insurance plans directly to online consumers.

The Solution

I created a solution for the website inspired by online retail shopping experiences where users could:

  • quickly select bundle combinations on the homepage
  • filter insurance products
  • easily see starting prices for products for quick comparison
  • easily see included policies for each product.
  • quickly see what specific policy coverages mean

Process & Timeline

Working as the only UX designer on the project, I was responsible for all research, branding, design, prototyping, and testing for the project. The project was performed over the course of 2 months with the end goal of creating a new brand for Kaus as well as high fidelity prototypes of the desktop e-commerce website to handoff to developers.


User Interviews

Users were selected to interview using the following criteria:

  • digital savvy users between the ages of 20-40
  • experience in online purchasing
  • experience with purchasing insurance through both DTC and traditional methods

Needs

  • 100% were interested in lowest cost and most efficient purchasing experience.
  • 75% were interested in the prospect of bundling as much as possible for efficiency and cost savings
  • 75% would prefer to purchase online rather than involve an agent.
  • 25% expressed want to have more granular control so they could pick only what they needed.

Frustrations

  • 75% expressed confusion about how their insurance policies explained what their coverages meant.
  • 75% did not like having to contact an agent to purchase
  • 25% had difficulty comparing insurance plans
  • 25% had ifficulty being able to tailor fit plans for their needs.

Problem Statement

It became apparent through competitve analysis and secondary research that the insurance industry is trending toward a direct-to-consumer approach to selling insurance. In order to compete, Kaus needed a responsive e-commerce platform that allowed users to filter through their large portfolio of products and purchase insurance online and addressed the most crucial user needs and frustrations.

User Goals

  • Purchase insurance at the lowest cost possible
  • Purchase insurance in the most efficient way
  • Bundle as much of their insurance together
  • Purchase insurance directly without involving an agent
  • Quickly compare insurance policies
  • Granular control of their policies

Business Goals

  • Sell pre-packaged insurance plans 
direct to consumer online.
  • Refresh of their brand that is 
trustwory, modern, clean, and clear.
  • Tap into the younger, more digital savvy market.

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