Case Study: Kaus
Background
Client: Kaus
Duration of Project: 4 weeks
Kaus is a well established company being in the industry for over 30 years. They offer a wide variety of products for any type of individual ranging from property, aviation, motor and health.
As they offer over 350+ separate offerings, they’d like to keep rates lower than competitors through prepared packages. They would like to reach the younger audience through creating a new and fresh logo along with a responsive e-commerce website.
Design Goals & Objectives
Design a new, modern and fresh logo for the company creating a brand that is trustworthy, fresh, clean and clear. Create a responsive e-commerce website that is pleasing to use and that allows customers to browse through all products and easily filter by relevant data.
Empathize
Define
Project Goals
In order to determine the full feature list of my product and what should be prioritized, I looked at the business goals alongside the results from my user research to find commonalities.
Product Feature Roadmap
I created a list of features based off of my user research findings, business needs along with the persona I created.
Ideate
Task Flow
Having Justine's persona in mind, I created a task flow & user flow to show how Justine would successfully be able to purchase insurance but also the different paths she could take to complete different tasks.
User Flow
Wireframes
I then started thinking about product requirements for each page, focusing on the homepage and how a user would select the type of insurance they're looking for all the way to checkout. Once I was able to compile a list, I started sketching and creating wireframes.
Logo
Along with a responsive website, Kaus is looking for a new, modern and fresh logo for the company. I started sketching logo ideas and finalized them using Sketch.
Style Tile & UI Kit
I then created a style tile & UI kit to include my finalized logo, typography, color palette, buttons, icons and images.
Prototype
High Fidelity Wireframes
It was time to put it all together! Using my style tile & UI kit, I was able to create high-fidelity responsive wireframes and build a prototype using Invision.
Test
After creating a higher-fidelity prototype, I conducted a usability test with 4 participants age ranging from 26-31 who've had prior experience buying insurance.
Objectives
- Does the website offer a clear UI experience?
- Is the process of getting the information they’re looking for quick & easy?
- Test if each page provides what the user expects to see. Is it easy to understand?
- Observe how users navigate through the homepage and get to the intended pages.
- Do they run into any issues/pauses?
Goals
- Evaluate the users process and interaction with Kaus’ website.
- Identify any pain points and confusions in accessing the right information.
- Identify what information is more important than others.
- Did their expectations meet the reality of where they ended up?
Affinity Map
I created an affinity map to help sort my research findings. This allowed me to see similarities in any successes, frustrations and general observations.
Next Steps
Using my findings from user testing and making reiterations, I'd like to conduct user testing again to confirm if changes have solved initial frustrations and if there were any other outstanding aspects that caused confusion or grievance. I would also like to A/B test against different layouts for the "Selecting a plan" screen.