Responsive Website


Honest Insurance

Kaus Hero Image


KAUS is an insurance company that is looking to start selling directly to their clients through an e-commerce website. KAUS wants to tap into the market of digitally savvy young people. Marketwise this is a perfect timing for them since as the millennials are reaching the age when they start taking serious financial decisions.

Key Activities

Secondary research, primary research, ideation, prototyping, usability testing, interaction design, interface design.

Tools Used

InVision, Sketch

Project goal

Design an easy to understand ecommerce website that allows users to buy insurance without having to call or visit an agent.

"It’s important for me to work with a financial advisor so someone can help me decide what I can afford."

Interview quote

Phase 1

In this phase I observed and engaged with people to get a better idea of their experience and motivations.

Kaus mobile screen


High lever goal

How to present KAUS’s products in an easy to navigate way that is appealing to their target audience?

Specific goals

- How do other insurance websites present their content and reach their customers?
- How is KAUS currently presenting their content (both on paper and though agents)?
- What way of choosing insurance would be most appealing to the target audience?
- What way of organizing KAUS’s products would be easiest to navigate?


- secondary research
- competitive analysis
- survey
- in-person interviews

Secondary research

millenial shopping trends

- Most important factors: convenience and immediacy;

- Expectations about services: easy to find online, easy to manage and maintain, personal and reletable;

- Expectations about online insurance: provide online, allow to submit forms and track the progress of claims, make it easy for them to compare product features, prices and reviews.

Focus App Screen3

Feature Matrix

feature matrix


Online survey, 28 participants, collecting information about personal finance. It is not a significant sample but I used it to guide my design.

Key insights from the survey

Over 50% of respondents said that their first step in finding insurance would be internet search.

The biggest concern when buying insurance is “Not understanding what my coverage is” (57,1%).

Over 78% of respondents regularly use financial websites or apps.

“I loved working with my old insurance agent.”

Interview quote


I recuited three participants and conducted in-person interviews with them

Participant 1

20-29 years old
Makes financial decisions by herself
Types of insurance: renter’s, car; through emloyer: health, disability, life

Participant 2

30-39 years old
Makes financial decisions together with her partner
Types of insurance: renter’s, life, disability

Participant 3

50-59 years old
Makes financial decisions by herself
Types of insurance: home, life, car

Phase 2

In this phase I analyzed and synthesized the information I gathered in the empathize phase.

Key Insights

1. Limited Understanding

Recommendations from friends, family, and other sources are extremelly important. All participants did not feel comfortable about their level of understanding of insurance. They wanted to be advised and lead though the process.

2. Convenience

Besides price and coverage, convenience is an important factor in getting insurance. Two of the participants decided to go with a more convenient option, even though there were other better priced options.

3. As Little As Possible

The two main motivators for getting insurance are fear and pressure from outside authorities (landlord). The participants are interested in best coverage for the lowest price.

"I got renter’s insurance because my landlord required it in the lease."

Interview quote

User Persona


Empathy Map

empathy map

Summary of findings


It’s crucial that the user is able to go through all the steps of buying insurance and making claims online without having to call an agent. The target users want to be informed and value their independence. The website should foster their independence guiding their process and providing support when needed.

Next Steps

- easy to understand information (informative but not overwhelming)

- providing chat support (mix of chatbot and human interaction)

- the opinion of friends and family is important to the decision making process, so consider social sharing to raise product awareness.

Phase 3

In this phase I explored the problem space and brainstormed different ways of solving the problem.

Site Map

kaus sitemap


kaus user flow

Phase 4

In this phase I experimented with different solutions for the problems I identified in the previous stages. I implemented the solutions in a paper prototype, which allowed me to improve and re-examine my ideas quickly. After that, I moved on to creating a prototype in Sketch.

Low fidelity Wireframes

kaus low fidelity wireframes

Style tile

kaus style tile

Phase 5


1. Test if user can complete the purchase process when prompted to buy a specific type of insurance.
2. Test how user completes the purchase process when prompted to buy a specific type of insurance.
3. Test how easily user can contact customer service through live chat.
4. Identify pain points, unmet needs, areas that may be unclear, overall impression about the experience, identify opportunities to improve.


Moderated testing:I used Invision to create a high fidelity prototype of the website and I carried out a think aloud test with 5 participants, 3 online and 2 in-person.

Unmoderated testing: Verify - Click Test; UsabilityHub - 5 Seconds Test; UsabilityHub - Navigation Test


1. All users were able to compplete the purchase process of a specific type of insurance.
2. 3/5 used icons to navigate, 2/5 used top navigation.
3. Some users had a hard time finding contact information and did not always identify live chat as a contact option (2/5 users).
4. Main concerns were: next button on the calendar in the form is confusing (3/5 users), overall design of the site seemed “not serious enough for insurance.”

affinity map

Insurance Forms

I designed intuitive forms, which the user needs to fill in order to get an insurance quote.

  • I user a progress bar to indicate the user’s progress.
  • I included a back butten that allows the user to go to the previous question.
  • On screens with checkboxes, the “Next” button only appears once the user checks at least one button.
  • On the screens with dropdown menus, the form automatically goes to the next screen.

Mobile Travel Insurance Form

kaus mobile flow

Dekstop Travel Insurance Form

kaus desktop flow


I wish I had more time to concentrate on

1. Making the website seem more reliable. There are two components to it:

a. Visual design. I think the colors should be toned down, and visual elements should be simplified.

b. Finding a better way to present information. I wish I did more research on the ways other financial websites present their content on desktop. It would be great to have some mobile specific functionality. Something that would meet users where they are at the moment, while they are multitasking or distracted.

2. Building and testing a robust live chat and a bot. Fuctions: talk to users when they spend x amount of time on a part of the website, move the checkout process to live chat.

Kaus Desktop Wireframe