James Lorentson UX Design

KAUS Insurance



A responsive solution that makes buying insurance simple & convenient.

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The Challenge

KAUS is a large insurance agency in business over 30 years. In the past, they worked through agents. Now, they want to sell their policies directly to consumers online.

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Digitally-savvy urbanites who are Xennials (32-42 years old) and Millennials (21-36)

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The digital revolution has changed our lifestyles and our values disrupting most industries including insurance.

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How might we

How can I create a user-friendly, responsive insurance platform for digitally-savvy customers?

Design Process

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Market Research
Competitive Analysis
User Interviews
Hypothesis Statement


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Define & Ideate

Problem Framing
Feature Matrix
Persona Development
Empathy Map
Card Sort
User and Task Flows

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Responsive Wireframes
Design Patterns
Logo & Icon Design
Style Guide
Ui Kit

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Test & iterate

Affinity Maps



Market Research


In order to make the site relevant, market research is absolutely essential. Market research is about understanding what’s currently available to customers and gaining insights about industry trends.

I read through anything I could get my hands on about the industry and industry trends, which included articles in finance magazines, numerous white-papers and other content around the net.


Key Findings

  • The insurance industry hasn’t changed in years… insurance buying process is outdated, expensive and complex…  Younger generations are increasingly comfortable with digital technology in every aspect of their lives, even complex financial decisions.
  • Within digital, the biggest opportunity lies in personalization.  Customers want personalization.
  • When moving online, it is still very important not to lose the human feel.
Example of one of the white-papers containing valuable industry trends.

Example of one of the white-papers containing valuable industry trends.


Competitive Analysis


A competitive analysis aims to look for other companies trying to solve the same or similar problem.  I created a table to compare features, gather screenshots to compare the look and feel, and analyze strengths and weaknesses of each competitor.


User Interviews


I wanted to understand how people shop for insurance and how they think about the industry.

I asked probing open-ended questions to uncover context, needs, motivations and pain points.

I recruited 4 participants who had shopped for insurance recently by asking for volunteers via Facebook.




Empathy Map

I used an empathy map to help synthesize the findings...



Using the insights derived from the empathy map, I created our persona.  Say hello to Riley!



And then I created a realistic story around her lifestyle and goals



Feature Prioritization


Card Sort

Good Information Architecture (structure of information on a website) helps to make a project successful.  As with many website improvements, it helps to use techniques that involve users. Card sorting is one such technique.

Since KAUS sells many types of insurance, organization and labelling is very important.  I wrote down all 27 of the insurance products and then asked participants to collect them into groups that make sense to them.


This gives us an idea of how users think about each product.

As the name suggests, the Similarity Matrix shows how users group and associate products they perceive to be similar.



The card sort helped me envision the sitemap and organize content.


Task Flow


With the sitemap worked out, I created a task flow of a customer purchasing insurance.




Evolving from low to high fidelity

I started the design phase by sketching our initial screens on paper to better understand how am I going to structure content and lead users through the insurance buying journey.

Mobile first!

Not only are customers more and more comfortable using phones to make purchases, but I find that designing for mobile first simplifies the design to the essentials, rather than stripping away features and elements (from web --> mobile).



To start, I created an annotated, lo-fidelity wireframe...





For the logo, I first sketched out some ideas.


And then digitized the ones I liked best.


UI Kit

Our brand needed to convey friendliness, approachability, trust and good value.


Make it responsive

KAUS needed to work across multiple devices and screen sizes.


Web Wireframes

Next, I developed a high-fidelity wireframes using Sketch.



And then added interaction in Invision.

Test & Iterate


Usability Tests


Usability tests were moderated in-person with 4 participants recruited based on criteria from the target user persona.

It was important to incorporate informal feedback at this stage to validate our assumptions and test whether participants could easily get a quote, navigate the homepage and purchase a policy.

The flow through the site went well considering most links weren’t clickable.  However, the findings did highlight a few critical navigational issues.


Affinity Map


This findings from the user tests was synthesized using an affinity map.  This feedback was critical and helped us improve the usability of the site!




I learned a lot from this project.  Primarily, the insurance industry is in desperate need of an update if they want to address the insurance needs of younger generations.  Our next steps would be to further test the site and iterate based on feedback.

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