Kaus: digital insurance responsive web app

Kaus provide all types of insurance for individuals: property, motor, liability, marine, aviation, life, health, and protection. Due to the complexity of their products, Kaus’ main priority is to have an app that’s easily browsable with the ability to filter by basic values, such as age range, income range, or a number of people (individual, families, etc.). They know insurance is not easy and they are open to breaking industry standards in favour of a good and easy experience, for example, by innovating the Information Architecture with new categories and grouping of elements that make more sense to the potential customers.

The Challenge

Kaus, a big insurance company has recently started selling policies online directly to customers. They sell prepared packages to younger generations and need to develop an app that is easy to use and manage.

Goal

We’ll focus on customer’s preferences and needs when searching for insurances online and the motivations and frustrations when accessing and navigating apps on their devices.

Requirements

Role: UX/UI Designer
Tools: Figma, Illustrator, Photoshop, Whimsical
Timeline: 4 weeks (June 2021)

Analysis & Research

Objectives

We’ll determine the younger generation’s motivations when accessing desktop, mobile and tablet apps and we’ll work on finding pain points when accessing, choosing and purchasing insurance services.

Methodologies

Secondary Research: based on data collected from previous researches to gain more understanding of the insurance industry services, focusing on the demand for insurance web apps.
Competitive Analysis: provide strategic insights into the features, functions, flows, and feelings evoked by the design solutions of insurance competitors. Focusing on how direct competitors face this problem.
Individual Interviews: one-on-one sessions to gather information about the insurance experience and managing policies online.

Secondary Research Findings

- The 40% of insurance research time is already being spent on tablet or mobile devices . Mobile insurance solutions seem to be much worse than delivered by organisations in other industries, judging by their reviews.
- Web applications engage users, prioritising responsive interactions, but are still delivered through the internet over a network.
- Web apps are designed to be interactive whereas a website’s primary purpose is to present information, optimising the User Experience so users can do much more.
- Web applications place a certain focus on user interaction, just like a mobile app, and not like a traditional website at all.
- To better recognise the main goals and advantages of mobile, it’s essential to know what the needs of the customers are.
- Today, most customers are online and they want convenience over anything being simplicity, online support, notifications and convenience the most popular reasons to use a web application.
- Businesses can give their users interactivity without having to use the time and resources necessary for building a mobile application.
- Web apps are entirely multi-platform, they provide users with an entertaining exchange no matter the operating system, whether that be Android, iOS, PC, etc. so long as users maintain an internet connection. They do not need to be downloaded and installed.

Competitive Analysis

Analysing how competitors approach the problem will help Kaus to understand market trends, identify competitors, evaluate opportunities, analyse threats to the company, and adjust the go-to-market and positioning strategy accordingly

User Interviews

One to one  interviews conducted over zoom calls to give insights into what the users think about web apps and their experience when managing policies.

User Persona

Based on the research and user interviews the persona created has common goals outlining  ideal behaviour patterns, goals, skills, attitudes, and background information, as well as the environment in which the user archetype operates

Interviews Findings

User's needs

- All participants highlighted they’ll use their smartphones to browse information
- All participated stated they didn’t know any insurance app
- They all used desktop version websites to purchase insurance before
- They all need a 24 hours assistance option in the app
- They all will need to trust the company and their offer to give their personal details
- They all want to see the information organised in a simple way
- They want to have quick access to their policies and claims
- They all agree a search bar functionality will be very useful to find information about policies quickly
- They all need to be able to pay with a debit card or PayPal

Frustrations

- All participants find insurance terminology hard to understand
- All participants think insurance companies hide essential information
- They all agreed policies documents are long and annoying to read
- They all stated they get frustrated when they need help
- They all think insurance companies provide too much and unclear information
- 2 out of 3 participants mentioned terms like excess should be more clear from insurance companies

Motivations

- All participants have purchased insurance at least once
- All participants will use an insurance app to purchase insurance
- All participants will give their details if they get offered good deals
- All participants will recommend an insurance app if they had a good experience

Research Summary

There are similarities in the responses gathered as all of them mentioned:
- They would use the browser instead of downloading an app without knowing the company.
- None of them knew of an insurance app before and all of them have purchased travel insurance at least once.
- 66% stated they wouldn’t give their details unless they are very interested in a product.
- They all highlighted they would like more clarity of information provided by insurance companies so their apps should provide clear information about policies and claims, 24 hours assistance, a search bar to find specific terms and conditions and easy navigation features.
- They will use a debit card or PayPal when paying and would prefer the cheapest type of paying method.

Design Research & Prototyping

Sitemap

Based on the research and user interviews the site map created shows how pages in the dashboard are prioritised, linked, and labelled. This site map will have an impact on decisions on user’s navigation, labelling, and organisation. It shows how the information is organised from the home dashboard, once the user sings up.

User flow

This map shows the flow the user might take after signing up through the main website. The journey shows the different options on the dashboard such as claims, policies, settings, documents and help. The user will be presented with different options once signs up through the homepage, the instant quote form or the product page. The dashboard will allow the user to carry on with their purchases, manage their own policies and claims, access their profile, browse and save products and keep track of their activity.

Wireframes

The design was first approached in greys focussed on the pages participants most valued when interviewed. The dashboard will focus on the must-have features for each section: home, claims, policies, payments, settings and help.

Home & Claims

The homepage will display the user's insurances, activity, documents, recent movements and bonus points. The claims section will allow the user to create a new claim and to chat with their agent.

Policies & Payments

The policies section will show an overview of the user's policies and will allow the user to create a new policy or renew their expired. The payment section will show user's billing details as well as their payment history.

UI kit

Based on the UI Kit from Kaus' responsive website already created, this web app UI kit shows the main elements and components of the web app, emphasising colours and typography created previously as well as the normal, hover, pressed states and dropdown menus.

High Fidelity Prototype- First Draft

Home

Kaus web app dashboard provides the user's global overview, with access to the most important data showing only relevant information such, user's insurances, user's activity, quick access to important documentation and recent movements.

Claims

The claims section will allows the user to check their recent movements displaying essential information. Users will be able to make new claims and to chat with an agent if needed.

Policies

The policies section will display an overview of the active and non-active policies, as well as renewal options. The user will be able to add a new policy if needed.

The user will be having access to each of their policies, allowing them to manage and keep track of their transactions and claims. An overview of spendings will be displayed at the bottom left.

Payments & Settings

The payment will allow the user to check their bills as well as their payments transactions. The user will be able to update their payment information and billing address if needed. The settings option will include a documents and account section, where the user will be able to read, upload or edit information.

Usability Testing Planning

Test Objectives

- Observation of first impressions of the dashboard, feelings, recognition.
- Test the ease of use for the dashboard, to access policies, claims, documents and settings.
- Identify pain points when completing tasks.
- Determine how users complete the tasks.

Test Subject

- High fidelity prototype of Kaus web app, claims, policies, payments and settings.

Test Methodology

- Unmoderated research remotely over calls with participants sharing their screens.

Participants

- Three to five potential participants who already have experienced purchasing insurance aged between 21 and 46 years old.

Task

- Access to claims details and make a claim
- Create a new policy
- Access to claims, policies and documents from the home dashboard
- Access to Auto Insurance from the policies option

Test Goals

- Determine if the user found the process intuitive and clear.
- Analyse pain points when finding key options

Usability Testing Findings

The three participants agreed on how easy and clear was to navigate throughout the web app. Highlighted the information provided was clear and clean, it was easy to understand. Two out of three participants also agreed the bonus points option could be improved by adding a button to access information related. All participants accessed claims details and made a claim with no difficulty and found the process of adding a new policy easy and clear.

Priority Revisions

Home

The documents section layout have been updated for better understanding, the user will be able to select the documents depending on preferences.

Claims

A claims details dropdown menu have been added to the claims page, allowing the user to quickly check their details and to upload any other necessary documents.

Settings

The settings options have been rearranged and are now displayed on a side bar, this will allow the user to feel less confused when accessing submenus.

View Final Prototype

Next Steps & Conclusion

Based on the results in the previous project, Kaus Insurance needed to develop a web app to help users to manage their policies from any device. After the final revisions the web app next steps should focus on:
- Performing another usability test based on new arrangements
- Redesign bonus chart
- Expand responsive design  
- Prepare handoff to engineers and product managers

Designing the Kaus web app has helped me to establish what's relevant enough to show in a dashboard, organising the information and displaying it in a way that is easy to understand and easy to access. Developing user personas and map the site out has allowed me to understand the expectations that users might have in an insurance app, such as the user's current status, as well as any urgent information, warnings or notifications they need to deal with. The challenge this time was to provide necessary information -following a design system already put in place and prioritise the information on each of the pages. Thanks to the data gathered in the previous project (Kaus responsive website) and empathising with the audience for this case, I'm now even more aware of the users' needs. Simplicity and transparency are keys for any successful business; insurance companies still have a bad reputation and it's the company and designer responsibility to build a new way of connecting with insurance customers through clean, simple and transparent user interfaces.

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