#ecommerce #insurance

Easy insurance navigation

for the modern world

Kaus insurance

Kaus is a big insurance company with over 30 years’ experience. They have insurance for every type of situation. Instead of fully customized options, they sell prepared packages. This allows them to be more efficient and keep their rates lower than the competitors.

The problem

Kaus has 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. They need help to catch up with the digital market. Kaus knows young people are more digital than ever and they want to tap into that market.
UX Research
UX Design
Usability test

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.

Setting the project goals

The project goals are defined by outlining the goals of the business and the end-users. Kaus also wants the designer to create a new branding and visual style that is pealing and appropriate for their business and the target group.

The process


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.

Research objectives

About insurance landscape

My research showed significant differences in user behavior and industrial regulations between the US and German insurance markets. I decided to focus on the user in Germany and german-speaking areas.

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

4 of 4 participants in the user interview mentioned how insurance websites are always heavily loaded with information and options. It feels difficult, time-consuming, and even on some level untrustworthy.
4 of 4 participants in the user interview mentioned how insurance websites are always heavily loaded with information and options. It feels difficult, time-consuming, and even on some level untrustworthy.
4 of 4 participants in the user interview mentioned the difficultiy of understand the options and policies are one of the crucial points when it comes to insurance decision.
The lack of proactive services is a cause of untrustworthiness for insurance.
Participants view insurance as untrustworthy even they are satisfied with the regular customer services. Because of the lack of proactive service, they think that most insurances are a money-making business. ​​​​​​

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.

The effort

The effort is the biggest challenge for the potential customers. Storytelling is a great way to help.


Different insurances require different kinds of customer services.
It is important to provide sustomized solution for customer’s needs.


The existing customer wants to have a clear and detailed overview of all the insurances they have within their account.


Provide a rewards system for insurances could be a proactive way to keep customers engaged and satisfied, even boost the sales of insurance because the existing customers would sell for you.



Who is Kaus's target customer?

The persona is created based on the research findings and the brief. It emphasized the new target group that Kaus insurance wants to attract with their new digital platform. They are the young generation who are looking for easy and affordable insurance solutions online.

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.

Sitemap - prospective customers
Sitemap - existing customers

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.

Why the purchase insurance task?

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.

User flow - prospectives
Task flow - purchase insurance


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

Test methodology

• Remote user test via zoom call and recording (3 participants)
• Maze usablity test (16 participants)

Test objectives

Test finding

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.


Pain Points

Priority revision

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.

Next steps

Week 5
Week 6

What I've learned

Gain insights from users are crucial

I enjoyed conducting user interviews and usability testings and learned how to ask questions, and more importantly, to listen to users. With the insights I gained from users, I was able to have an empathic mindset in designing products. The success showed in the usability testing. All 20 participants rated the website as easy to use and had a pleasant experience overall.

Sitemap & user flow are essential

I now know that websites are very dynamic. The structure and the content can change quite often to improving the user experience. During this project, I changed/optimized the sitemaps many times, and the user flow gives me the main structure I can follow. They are the very central guidances in the UX design process.