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.