Kaus is a UX project I worked on while at DesignLab’s UX Academy.
Kaus is a large insurance company that has been in the business for over 30 years. They provide all types of insurance for individuals, including property, motor, liability, marine, aviation, life, health, and protection. They traditionally have been a B2B provider but want to move into the direct-to-consumer space, where their policies can easily be purchased online. They would specifically like to tap into the millennial market and provide an experience that is easy, cost-effective, and accessible.
Understand how the insurance industry currently markets to millennials
Understand how millennials currently shop for insurance
Understand the pain points when purchasing insurance online
Understand the factors that go into making insurance decisions
Secondary Research - gain a thorough understanding of the insurance market through existing literature, articles, blog posts, etc.
Competitive Analysis - analyze similar insurance companies that provide direct-to-consumer insurance policies online.
User Interviews - interview individuals in target age group to understand their needs and goals when choosing insurance.
Secondary Research Finding
Millennials (ages 22-37) represent 25% of the US population and hold $200 billion in buying power
Insurance is tedious, time-consuming, and not optimized for the digital experience
Millennials value speed, flexibility, transparency, and authenticity
They are turned off by complex products, technical jargon, and
limited self service options
Millennials are getting married and having children later
Decrease in homeowners, car, and life insurance policies
Renters insurance policies are rising
Kaus’ competitors include Ladder, Slice, Lemonade, Metromile and Cover
Focused on simplicity
Use of AI bots and camera autodetection tools
Clean and whimsical UI with illustrations
On demand pay-per-use/per-mile insurance policies
Most are limited to offering only one type of insurance
Limited to a small number of states
4 in-person, 5 via phone
Ages 22-38 (8 Millennials, 1 Gen X)
4 male, 5 female
77% are renters
66% are single (never married)
77% don’t have kids
77% have owned a car
Millennials find insurance companies frustrating, non-transparent, boring, and a necessary evil.
They are comfortable with purchasing their policies online
The process of insurance buying is triggered by a major life event
They spend a considerable amount of time online researching and comparing policies before buying
Most prefer doing everything online, but still value talking to an
actual human in case they have additional questions.
There is continued confusion surrounding the coverage they purchased, either due to lack of clarity or complex terminology.
QCard is a mobile flash card app I designed during CareerFoundry’s UX Fundamentals course where I used competitive analysis, proto-personas, user flows, wireframing, prototypes, usability testing, and iterative design.