Desktop and mobile landing page for Kanga Insurance.
project overview
Kanga Insurance was designed to challenge the designer's writing and branding skills
My role
UX Research, Strategy, UX/UI Design, UX Writing
Timeline
April–May 2022
the problem

Branding, desktop site and mobile landing page for Kanga Insurance

Kanga Insurance was founded on the belief that insurance should be affordable for all, and people should only pay what they need. The designer was tasked with creating a modern and personable site to foster trust in the product and ensure user satisfaction .
competitive analysis

Understanding business goals, problems and competitors in the insurance game

Competitive analysis table displaying strengths and weaknesses of common insurance providers.
The long-term buyer persona

Learning about user habits to improve the online insurance shopping experience

Taking analysis from SME and user interviews, competitive research and market standards I created personas to interpret who would seek to shop insurance online, what they need from the platform and how it should serve them.
"Long-term buyer" persona constructed for Kanga Insurance.
exploring solutions

Developing sketches for critical problems

After collecting a list of essential features from research, SME interviews, and business analysis I sketched a few ideas for landing pages and forms that would provide a simple and pleasant experience to customers. At this stage the informal language of the questions and helper text was formulated to facilitate the user perception of personability on the site.
Sketches of wireframes for Kanga Insurance.
ideating flows

Building architecture with options

Mapping flows for different user cases helped define essential features and common pain-points among users to create an improved interface that empower users to get what they need without any extra steps. Based on the flow several solutions were proposed to improve current practices by:
  1. Allowing users to save quotes without creating an account
  2. Offering instant chat feature to connect users with agents in real time
  3. Providing helper text to assure users that only essential questions are asked to get an accurate quote.
Task flow for Kanga Insurance, showing path from landing page, questionnaire, picking a plan and purchasing.
ideating flows

Building architecture with options

Mapping flows for different user cases helped define essential features and common pain-points among users to create an improved interface that empower users to get what they need without any extra steps. Based on the flow several solutions were proposed to improve current practices by:
  1. Allowing users to save quotes without creating an account
  2. Offering instant chat feature to connect users with agents in real time
  3. Providing helper text to assure users that only essential questions are asked to get an accurate quote.
Low-fidelity desktop wireframes for Kanga Insurance
testing + improvements made

Major improvements made after usability tests

During moderated usability testing with 6 users, painpoints were identified and addressed to simplify the design and reveal where the interface's content, language and structure could be improved.
Improvements made after usability testing of high-fidelity wireframes for Kanga Insurance;
created with figma

The Style Guide

Where Kanga operates as a legacy insurance agency the stakeholders sought ways to make the interface appeal to a wider audience. For this reason a brighter color palette was chosen, and the photos on the website are inclusive of age, gender and ethnicity.
Color palette and inspiration for Kanga Insurance
final screens

High-fidelity desktop screens detailing a flow signing up for insurance

High-fidelity screens for Kanga Insurance
conclusion

Lessons learned to carry forward

  1. Everything can (and likely should) be tested. Not only the architecture or the content, but color schemes and design components as well. A/B testing, although sometimes subjective, helps begin to understand the public's perception of a brand interface.
  2. Do research before a subject matter interview. I could have saved lots of time during my interview with the subject matter expert. Preliminarily he was asked many questions of issues that could be resolved with Google.
  3. Proofreaders are a godsend. When designing a content-heavy interface, frequent testing and proofreading should guarantee no mistakes slip through to the final design.
  4. The process exists for a reason. Beginning ideating on screens before enough research has been done doesn't help educate any decisions. Prior findings should guide the next like clues in a scavenger hunt.

For questions and answers please email me oostenbd@gmail.com

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Let's connect!
doostenbrug@gmail.com
I'm actively looking to join a team locally or remote dedicated to improving the lives of users.
DAVE OOSTENBRUG © 2023