Primary Research

Survey

I created a short survey using Google Forms and asked those in my network that owned insurance to complete it. The objective of the survey was to find quantitative data so I could get a better idea of the demographics for those that owned insurance and some basic understanding of user behavior.

Results:

16 participants ages 27-71

• 81.25% of participants do not have dependents

• Most users were between the ages 27-29

• All participants have auto insurance 

• 2 participants only have auto insurance 

• Top factors considered when buying are costs and coverage

Interviews

I interviewed 5 participants from those who completed the survey and asked them questions around their experience purchasing insurance. I was able to gain qualitative data from user stories. From their perspective, I could tell what features they liked and where they experienced pain points.

Needs

• Wants the lowest price 

• Needs best coverage in case of emergencies

• Auto and home/renters bundle so that it will be easier to make payments 

• Ability to speak with agents when getting coverage so can ask questions. 

Persona

Meet Sophia! Based on the research I was able to create a persona that represents the characteristics, goals, and frustrations of a potential user.

Project Goals

Here I have defined the business goals, user needs, and technical constraints in a venn-diagram to help visualize their relationship.

Similarity Matrix

Kaus has a lot of products and features and in order to successfully design the information architecture I was able to get 5 participants to complete an ‘Open Card Sort’ using Optimal Workshop. The participants sorted the words by association and I used the results to help me create the site map. I was expecting these results with the products and features grouped together but was surprised to see ‘Business Insurance’ was not associated with the rest of the insurance products.

Site Map

Based on the similarity matrix, I was able to create a sitemap which divided the items in the card sort into 3 groups (Insurance, Account, About). I also included some features I wanted on the landing page to use as a reference when I start designing wireframes. Having the site map divided this way will help the user find what they need quickly when performing a task. 

Task Flow

After the site map, I was able to create a diagram of the process of purchasing car insurance. This helped me prioritize what pages are most important and what features should be available to complete the task.

Lo-fidelity Responsive Wireframes

Once the task flow was done, I was able to create some sketches. I sketched out some ideas for the most important page which was the homepage. This is the user’s first impression of the website. The sketches allowed me to visualize how I could prioritize and display different features.

For these low-fi wireframes, I decided for a minimalistic design. The most important tasks are right on the homepage so that users have easy access to those features without having to sort through too much information or pictures.

Branding

In the project brief for Kaus, it stated that the brand message was clean, modern, and trustworthy. Sans-serif fonts convey a modern look while the blue represents trust. I chose this combination so that it aligns with the business’s core message.

Hi-fi Wireframes

Usability Test

For the prototype, I focused on the process of purchasing insurance. I used Maze for an unmoderated test with 7 participants and I was able to complete a moderated usability test in-person with 5 participants. My goal was to see if users could successfully perform tasks and reveal any pain points that might exist.

Task 1: Please take a moment to look at the main page. What stands out the most? 
Task 2: You researched other insurance companies but have decided on Kaus from a 
family recommendation. Where can you start the process of buying auto insurance?
Task 3: Choose the option that will give you the best coverage and the best price.
Task 4: Complete your purchase using a credit card. 

Maze Test Results

These pages were confusing a majority of the testers. There was a high percentage for mis-click rate. As shown in the images, users were clicking all over the page. This was cause by the multiple buttons available and it led to users not having a clear path to continue forward.

Moderated Test Results

The results for the moderated and unmoderated usability tests were similar in terms of where the pain points were. What I liked about the moderated test is being able to see how the user approaches each task and at times able to hear the user’s thought process. I received some valuable feedback that I wasn’t able to get from the unmoderated test because I didn’t include a section for that.

Conclusion

Reflection

This project was challenging for me because I started off without a lot of knowledge about insurance. I completed this project knowing more about insurance and how important the steps are. Since this was my first project, I was focused on completing each step. As I was creating my case study, I realized how important each step is to move the project forward.

Next Steps

• If I had more time I would have tested my prototype with the corrections made from the feedback I got

• In my research a lot of users preferred to speak to agents and I was not able to implement that in my design. 

• Create a prototype for tablet and mobile