Role: UX/UI Designer
Responsibilities:
Research | User Interviews | Product Ideation | Information Architecture | Wireframing | UI and Branding | Prototyping | Testing
Tools:
Figma | Miro | Whimsical | Optimal Card | Pen & Paper
*This is a fictional company and the project was designed for educational purposes only.
The goal of the research phase was to understand how users shop for insurance.
Users will buy insurance online if we design a friendly responsive website, with tools and resources to help them find the ideal insurance coverage.
I conducted online research to understand the insurance business in Canada and identify good practices.
Online survey and three 1:1 interviews to understand reasons and frustrations of buying insurance coverages online.
To understand how users would categorize insurance information, I conducted an online card sorting with 10 participants.
Based on the card sorting results, I created a sitemap for the Kaus Insurance website.
After defining the task and user flows, I sketched a few homepage layouts, keeping in mind users' main struggles.
Before jumping into Figma, I defined the pages I was going to wireframe:
For the homepage, I created responsive wireframes for different screen sizes: desktop, tablet, and mobile.
In the wireframes the "Why Us?" section was on top of the page to show reliability, but as we moved on into the design process and with the users pain points in mind, I decided to move the section down to prioritize products, and tools.
For the mobile version, I also decided to stack the product cards, instead of a horizontal scrolling as it was designed in the wireframes, for better visual scannability.
The main pages consisted of hero banners formed by the same geometric form inspired by the "K" in the logo, same style illustrations, and colours. Cards also followed the same visual pattern, with illustrations and modern look.
In the research phase, we found out that clients would feel more comfortable talking to a specialist before making a purchase, so a fixed chat button was added to main pages in case users need to talk to a specialist any time throughout the process.
To test the website usability and navigation, I conducted four monitored tests with users between 25 and 40 years old. Sessions were conducted via Google meet, where participants shared their screens while performing the tasks.
I used an Affinity Map to identify common thoughts, needs, and struggles.
Based on the usability testing results, I identified three main areas of improvement:
Because of time constraints, I needed to prioritize iterations, so I used a priority matrix to define the main ones: