KAUS Case Study

Project Overview

2021

80 Hours

Figma
OptimalSort
Procreate

Responsive Website
Branding
Prototype

Background

Kaus (a fictional insurance company) 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 the internet and personal devices, Kaus has been losing ground. Kaus spends time optimizing packages for people with similar situations instead of offering a la carte selections. Due to the complexity of their products, Kaus’ main priority is to have a website that’s easily browsable. Since up until now they have worked only on a B2B environment, they’d like to also refresh their brand but preferably keep their name.

Objective

Design a new logo, updated branding, and launch a responsive website for Kaus's debut into D2C e-commerce.

Design process

Research (Research Goals, Interviews, Persona, Empathy Map, Feature Roadmap)
Define (Card Sorting, Preliminary Sketches Site Map)
Design (UX) Task Flows, User Flows, Wire Frames
Design (UI)Brand Style Tile, Responsive UI Design, UI Kit
Implementation (High-Fidelity Prototype)

1. Research

Research Goal

Identify the needs of our target market in order to successfully convert them into customers of our insurance packages.Design a new logo, updated branding, and launch a responsive website for Kaus's debut into D2C e-commerce.

Research Objectives

Determine who is the target market.
Determine preferences, habits, and needs of target market when considering insurance purchases, and what they value in a digital shopping experience.
Some to very little experience and knowledge of insurance

Interviews

PARTICIPANTS:

4 Participants
Aged from early 20s - 60s

SUMMARY

Easy to navigate website and app is important.
People are generally comfortable doing almost any task themselves online, as long as there is an easy to access to an agent by phone.
People were extremely distrustful of “chatbots”. Some felt that a chat function with an agent to cover basic questions could be a “plus”.
Overall, the digital experience of the product must be seamlessly linked to and strongly supported by quality customer service by telephone.

Persona

2. Define

Card Sorting

I chose keywords from competitor sites and form the client's prompt to conduct a card sort among volunteers.

Site Map

I constructed a map of pages laid out in a hierarchy based on site-mapping summary.

3. Design (UX)

User Flow

Purchasing an insurance package is the most important and most direct flow of the product. In this flow, the user
searches for insurance, navigates to our landing page, enacts the primary call to action resulting in conversion.