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.
Secondary research, primary research, ideation, prototyping, usability testing, interaction design, interface design.
Design an easy to understand ecommerce website that allows users to buy insurance without having to call or visit an agent.
In this phase I observed and engaged with people to get a better idea of their experience and motivations.
How to present KAUS’s products in an easy to navigate way that is appealing to their target audience?
- 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.
Online survey, 28 participants, collecting information about personal finance. It is not a significant sample but I used it to guide my design.
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 recuited three participants and conducted in-person interviews with them
20-29 years old Makes financial decisions by herself Types of insurance: renter’s, car; through emloyer: health, disability, life
30-39 years oldMakes financial decisions together with her partner Types of insurance: renter’s, life, disability
50-59 years oldMakes financial decisions by herselfTypes of insurance: home, life, car
In this phase I analyzed and synthesized the information I gathered in the empathize phase.
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.
- 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.
In this phase I explored the problem space and brainstormed different ways of solving the problem.
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.
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.”
I designed intuitive forms, which the user needs to fill in order to get an insurance quote.