About Kaus

Kaus is a large insurance company, well-established in the insurance industry for over 30 years.  It has a large portfolio of 350+ different pre-packaged insurance policies that are priced lower than its competitors.  To date, it has been selling its products through regional agents.

Kaus Business Goals & Requirements

Kaus is looking to appeal to a younger tech-savvy market with a new online direct-to-consumer responsive e-commerce website.  The website must simplify insurance selection and be easy to navigate. Additionally, Kaus would like a refresh of the brand to reflect its new focus.

{ User Interviews

I conducted user interviews to develop an empathic understanding of the users - to understand their behaviours and frustrations in choosing and buying insurance, and to identify patterns of behaviours and frustrations among users in order to inform my design process.

User Persona }

I developed a user persona based on patterns identified through user research in order to represent the behaviour and goals of a group of users, and to develop a solution based on their needs and goals.

{ Empathy Map

I created an empathy map to develop a deeper understanding of the user’s needs and who I was designing for.

Storyboard }

I created a storyboard to illustrate a story that focuses on a day in the life of the persona and portrays her challenges and pains, followed by her successes in using the new solution.

{ Project Goals

I laid out the project goals to identify the common goals shared by the business and the user, and to review technical and other considerations for the project.

Card Sorting }

I conducted a generative open cart sort online using Optimal Workshop to gain an understanding of, and identify patterns in, how users commonly organize relevant product categories.

{ Sitemap

I created a sitemap to plan and visually present the hierarchy and organization of information within the site.

Low-Fidelity Wireframes }

I took to sketching to explore preliminary concepts for the landing page with low-fidelity sketches.

{ Task Flow

I created a task flow to map out the flow of a common task on the site (a new user buying one type of insurance).

User Flows }

I mapped out the common user flows of the site.

{ Wireframes

I created mid-fidelity wireframes to prepare for content, building on concepts explored in the low-fidelity sketched wireframes.

Responsive Designs }

I developed responsive wireframes to take into account access of the site from various devices.

Low-Fidelity Prototyping

I created a low-fidelity prototype with Invision to do a preliminary determination of areas of the navigation, flow, and layout of the design that worked and those that required iteration.

Brand Logo }

I created a new brand logo for Kaus with the goal of communicating confident, trustworthy, modern, friendly, and easy.

{ Brand Style Tile

Keeping with a brand style of modern, fresh, friendly, easy, and fun, I developed a brand style tile for Kaus that included the new logo design, typography, colour palette, iconography, and imagery.

UI Kit }

Building on the brand style tile, I developed a UI kit in preparation for a higher-fidelity prototype for testing.

{ Responsive UI Designs

Using elements from the style tile and UI kit, I created responsive designs that factored in the use of varying devices and orientations.

Prototype }

I created a higher-fidelity, limited functionality prototype using Invision that included the full progression of actions required to complete the task set out for user testing.  

View prototype in Invision

{ Affinity Map

I employed an affinity map to organize user testing findings in order to identify user patterns and areas of concern, and help prioritize elements requiring iteration.