Kaus is a large insurance company hoping to move its business online to directly serve customers. (Speculative Project)

Myself (UX & UI Designer)
4 Weeks


How might we provide an efficient and approachable way to find insurance?

Kaus wants to understand the customer's relationship with insurance and improve upon their overall experience with finding the right plan. To help with their search, Kaus is giving customers the ability to shop for plans based on the different stages they may be going through in life.

Taking this into consideration, I began to form my initial challenges and solutions for this project:


  • Provide an improved experience with finding insurance
  • Discover ways to organize plans into convenient packages


  • Produce a responsive e-commerce website that meets business and customer goals
  • Offer a streamlined shopping experience for insurance


I did some research to provide Kaus with the quality e-commerce system they need.

Who's the competition?

To begin defining the problem, I conducted a competitor analysis of major players in the insurance industry. Measuring the strengths and weaknesses of each competitor gave me valuable insight and allowed me to view both the website structure and organization of plans.

Experiences with insurance

For my primary research, I scheduled in-depth interviews with 5 participants to learn about their experience with finding insurance firsthand. The #1 action participants wanted to complete when shopping for insurance online was obtaining a quote. Most participants also thought that specific grouping of insurance plans depending on life-stage would be helpful.

Participant perspective

"It's not fun stuff to look at period—it's not exciting, it's boring, and the amount of information to comb through is overwhelming."


My general goals for research included reaching the current customer base as well as finding new users within the digital space. With my first time interviewing people, I learned how to further engage them to share their stories and experiences about insurance. My research gave me plenty of insight for the next steps of my process and helped form my final design decisions.



To define the problem, I created user personas, a sitemap, and user flow for finding insurance.

Creating personas

Taking the different user needs and pains into consideration, I developed two personas to further define the problem. This helped me gain more empathy for users while discovering potential features that were important for the design.

Building a sitemap & user flow

After discovering more about my users, I began to build an information architecture through the creation of a sitemap. A quick card sorting exercise helped me discover how people would group information on the site.

User flows were then created to map the entire process of finding insurance—from initial site discovery to final purchasing of plans.


Developing two personas allowed me to empathize with users who are starting their journey with insurance. Card sorting helped me view different perspectives for organizing a website. Creating the user flow helped me understand the process of finding insurance and later informed my design decisions.



Moving into the design phase, I created mid-fidelity wireframes took a look at responsiveness on desktop, tablet, and mobile designs.

Creating wireframes

For my initial wireframes, I visualized my user flows to create some key pages for the process of purchasing insurance. Considering the feedback from interviews made certain aspects a higher priority, such as easy access to the "Request a Quote" button.

Establishing a brand

I began forming a brand for Kaus, a company that evoked efficiency, security, and trustworthiness in its identity. Starting with logo design, I went on to make a complete style guide and UI kit.

Completing the visual design

Applying the UI elements to the final design taught me more about the important placements of visuals and information within a page. The imagery and color schemes really helped bring this site to life.

Adapting to multiple screens

After completing the UI and branding, I practiced making the website responsive to keep up with modern design standards. Here, you'll see the pages translated from desktop to tablet and mobile.


Making wireframes gave me a good base for my design and allowed me to stay flexible for any possible changes. After receiving feedback, I was able to further polish my design and move on to add UI elements. Creating a brand for Kaus helped me achieve the final visuals, and working on responsive design helped me learn how elements should flow within a page.



Using a prototype with InVision, I tested out my design for its usability.

The final prototype

I conducted a usability test with 5 participants who were familiar with shopping for insurance online. I sat down with each participant in person and was able to directly observe their interactions with the prototype.

Overall, the participants didn’t have much trouble completing each task. They liked that the quote process wasn’t distracting and thought the website was easy to use. I found out that they also preferred alternate ways to find information within the site, mainly by way of the navigation bar. I was able to implement most of their suggestions into the final design.

Task flows

Request a quick quote

You just bought a new car and want to view your options for car insurance. How would you go about requesting a general quote and adding it to your cart?

Find an agent

You are interested in purchasing an insurance plan and want to speak to an agent before making a final decision. How would you find an agent near you and schedule an appointment?

Purchase a package

You are planning on moving soon and are looking for multiple plans that will make things easier. How might you find plans that suit your situation and complete a purchase?

What's changed?

These are some of the updates I made to the prototype after testing.

Not including additional ways to find an agent in the first version proved to be frustrating for users. Most preferred to use the navigation while completing tasks instead of scrolling down the page. Here, I update the homepage to make the 'Support' tab functional.

Some users thought the structure of the single product page should be reorganized. They wanted to know which types of insurance would be in the package over all else. A simple swap of the content within the page solved this problem. I also made these cards to be clickable within the prototype for more information.


Testing helped me see where improvements could be made to the design. Following along with participants in-person gave many valuable insights, as they could directly communicate how they were feeling. The affinity map helped me prioritize issues to be addressed within the design and also view where it was successful.


From everything I’ve done, I learned a lot about the insurance world and the process of designing for a more complex business. Through the website for Kaus, I attempted to relieve the pain users may feel by creating an efficient process for requesting a quote and providing a streamlined shopping experience overall.

If I could do anything differently, I would develop a system for an easier understanding of insurance terminology, as this was one of the initial pain points when searching for a plan.

It has been both a challenging and rewarding experience designing for Kaus. In the end, the best moment was seeing how much users enjoyed interacting with the final product.