Easy insurance navigation
for the modern world
April 5th – June 10th 2021
Figma, Whimsical, Miro, Maze, Slack, Google (Doc, Sheet, Drive, Meet), Adobe CS, Zoom
This is a fictitious project at UX Academy from Designlab.
Understand the insurance business and users' pain points
The research goal is to learn how insurance business works and what features customers (potential and existing) are looking for on insurance websites so that I can create an easy and fluent online experience to boost sales of insurance and create satisfying customer service for existing customers.
Research methodology: competitive analysis, EMS & user interviews.
About insurance landscape
Talk to insurance customers and insurance agent
All participants are living in Germany. It was great to learn how different the regular customers and the insurance agent think about the insurance. And all participants mentioned how insurance websites are usually overloaded with information. It feels hard to understand, and therefore result in more distrust.
User pain points
Research Key Takeaways
Trust from customers is essential for the insurance business.
The current situation is the opposite of the ideal because insurance websites are heavily loaded with information and have no intention to make it easier for customers to understand policies.
Different insurances require different kinds of customer services.
It is important to provide sustomized solution for customer’s needs.
Who is Kaus's target customer?
Make it easy to navigate
The challenge of designing easy insurance navigation is to have a clear understanding of the user’s needs. When potential customers look for insurances and information on the website, existing customers want to manage their insurances and claims. Therefore, it is necessary and more efficient to create two sitemaps.
Minimize the Steps Users have to take
Insurance is a complex topic with a ton of information, and it is a time-consuming task in general. Therefore, simplify tasks and minimize steps users have to take to find what they are looking for are essential for creating a fluent and joyful user experience.
I focused on the task flow of purchase insurance because it is the intermediate point of the experience for perspectives and existing customers. Making this transition easy and fluent would increase users’ trust(feeling secure and supported) and benefit the business.
Platform to focus
For reading and compare a tone of information users tend to use their computer than browsing on the mobile phone. My user interviews confirmed this user behavior. All participants use desktops or laptops to search for insurances. Therefore, I focused on designing a desktop version of the website.
Keywords for ideation
Sketches out navigation and the home page
The first step was to explore navigation and landing page options with a quick hand sketching. After a feedback session with three selected navigation ideas, I created the Lo-Fi wireframes with keyframes to explore what sections make sense and how the interaction between pages would work.
Better Storytelling through Branding & Visual Design
Users need to feel secure and supported by their insurances. With complementary colors and typographies, Kaus insurance shows that they are modern, human, and affordable. The curvy element in the warm salmon orange of the logo emphasizes the supportive attitude of the brand.
How would potential customers explore the website?
The prototype shows the process from looking for insurance to purchase and going through the check-out process. The prototype also shows the company’s present themselves and their services. Please notice, because of the time constraint, some copies are dummy text.
Hi-Fi wireframes - key screens
Test & Revision
• Remote user test via zoom call and recording (3 participants)
• Maze usablity test (16 participants)
The usability tests showed overall positive feedback. They also confirmed the surprise of the research finding: proactive service, in this case, insurance 101, increased the trustworthiness of the company and was highly valued. Additionally, there are great insights from the Maze usability testing. It shows where causes confusion and need improvement.
Based on the finding of the usability test, there are several terms in services, and the trustworthiness could be improved, as well as the checkout process. Using the priority matrix, I set up the priority for revisions first and did one iteration to implement the usability test findings and close the project.
Conclusion & next steps
Overall, the prototype of the Kaus website was successful. Users can easily navigate through the website. The branding and visuals are attractive for younger customers. Users also mentioned that the website has the right amount of information with a clear hierarchy. It is easy to read and understand. The score of trustworthiness is high. The usability test showed the “insurance 101” needs more attention. And there are also some contrast issues to improve.