Kaus makes insurance easy and enjoyable
Kaus has been in the business for over 30 years. They have been working through regional agents, selling the policies to them instead of directly to customers. However, with the rise of internet and personal devices, Kaus has been losing ground.
To catch up, Kaus relies on user experience. They want to provide their customers with a responsive e-commerce website that is pleasing to use and that allows customers to easily browse through all products.
I worked on this project as a UX / UI Designer.
I was responsible for user research, wireframing, interaction design, visual design, copywriting, branding, prototyping and user testing.
As I didn’t know much about insurance industry I had to do some desk research. I went through reports and articles to get more insights into the subject. I also did a competitor analysis to better know the market. I, then, recruited users to interview them and deeply understand their needs and be able to design effective solutions.
Purchasing insurance can be overwhelming. Most users purchase insurance because they have to and rarely enjoy the process especially when it comes to fill in the forms. They also find policies complicated and struggle to choose the right plan.
The users I’ve interviewed all compare different plans from different insurers before purchasing insurance. They all agree that price is a key factor in decision making.
There are three things potential customers want from insurance company: Simplicity, transparency, and guidance.
My vision was to make the purchasing of an insurance an enjoyable and rewarding experience and no longer a chore. I wanted to create a welcoming trustworthy website where users will feel safe and confident.
Based on the site map and the data collected from card sorting, I created a user flow that lays out the user movement through the website. I tried to explore each task and think about all the steps a user has to take to accomplish it from the starting point to the final interaction.
Studies states that one of the challenges some insurance companies encounter is that conversion rate from starting a quote to purchasing a policy is very low. This is often due to a poor user experience while choosing the policy, filling in the forms or adjusting the coverage.
Once customers finally overcome the fear of purchasing an insurance and decide to get a quote, the process has to be seamless and frictionless so that they can take the plunge and purchase the policy while being sure they are making the best decisions for themselves.
Given the time constraints, I only focused on this one task: Getting a quote and purchasing the policy.
I created sketches and wireframes for different pages and seek feedback by running quick usability tests.
Being complicated and too technical, insurance field isn’t inviting. To counterbalance that, I decided to enhance the friendliness of the website and create a more approachable design by using exaggerated curves from the logo to the icons to the background. I also opted for a warm and sunny colour palette.
Users need to get what they want from the website as soon as possible and first thing they need to know are the insurance products that the company offers.
Purchasing insurance can be overwhelming. People need to know that the company they are choosing is trustworthy and they are more likely to make a purchase if others —even total strangers—agree that it is a good choice.
User research revealed that what people hate the most about insurance are all those forms that they have to fill in. To alleviate this pain point for users I simplified the form by displaying one question at a time also by adding illustrations to make the process fun and easy.
One other important thing is the price. All the users I've interviewed agree that price is the choice criteria number one. Users also want to be in control, play with selections and see how this impacts the final price.
Customers especially beginners, who are less comfortable with insurance terms, will need to understand what is covered by their insurance.
Once the Hi-Fi wireframes were ready I recruited my users for testing and conducted a usability test to make the last refinement. I collected valuable feedback and made some changes accordingly.
‘‘ It’s interesting how the hero image is changing when hovering over different products’’
‘‘ Where is the « get a quote » button? ’’
‘‘ I really enjoyed filling in the form! ’’
‘‘ I liked the icons. ’’
‘‘ Oh, I didn’t know I can scroll down to adjust the coverage! ’’
‘‘ I would have preferred to see how the price is changing. ’’
Insurance is one of the most complex and confusing industries for common users. Yet there are more and more customers who prefer to purchase it themselves online. The thing is that those customers won't compare a company to another insurance company but to other digital service providers so the finest friction might drive them away. To improve conversion rate from starting a quote to purchasing a policy, companies need to simplify the process as much as possible and focus on a meaningful customer experience.