K&K insurance
Demystifying one of the most complicated purchase paths.
Specialy Insurance Quote Builder
brief.
If you thought your health insurance was complicated, try shopping for special event insurance. With nearly limitless combinations of coverage types and levels, and a strong desire to make shopping for their products self-service online, K&K Insurance needed a hard working and intuitive shopping solution.
TYPE OF WORK
UX Design, UI Design, Business Analysis
TITLE
Lead UX Designer
TOOLS USED
Axure, Sketch
The problem.
Let's be honest. No one actually likes shopping for insurance.
It's tedious, time consuming, and product comparison is downright exhausting. However, we all want to be safe and have some assurance that if something goes wrong, we won't be financially destitute.
Enter the Martial Arts dojo owner. Most large insurers hand off underwriting for these special cases to partner firms, and nearly all of them require a few conversations and lots of paperwork to get coverage. K&K wanted to create a way for the dojo owner, the motocross event holder, the youth camp operator, even the local garage band to have access to insurance without feeling like they're getting a pre-enlightenment root canal.
The research.
For this project, the research was predominantly focused on the business itself. I needed to fully understand what products they offered and how they work so we could reverse engineer that business model into a customer mental model.
A specialty insurance provider needs lots of information about what you are looking to cover, and with that come a lot of data input by the customer. There are several potential dead ends and forks in the road that could easily make a customer accidentally buying the incorrect insurance, or even worse ineligible.
The solution.
Build-it-yourself insurance coverage.
One thing was clear to me--In an online retail setting, K&K's insurance products were more like Ikea furniture, and less like a new iPhone. Meaning, K&K's products had to be built by the customer. We'll give you the parts and the tools, but you're going to have to assemble it yourself. Unlike Ikea furniture however, customers won't have a physical product in front of them to gauge where they are in the process, and how well it's been built.
To be successful, the customer needs:
Direction on where to start
To be able to easily understand where they are in the process
A record of the work they have done that they can refer to make changes while building
To checkout with confidence
Starting strong.
First things first, we needed a simple way to get customers routed to the right insurance product group. To illustrate this, I started by dissecting K&K's lines of business and reworking them into a logical model for customers. Enhanced user flows and wireframes helped build consensus on the solution.
Designing the building experience.
Once we were confident we could successfully route customers to the correct product family, I set out to design the quote builder. Keeping with the Ikea furniture metaphor, I created a uniform starting point for every quote that illustrated what the finished product would look like. Each finished quote would need to have the following parts:
Coverage Type
Eligibility Requirements
Required Coverage and Premiums
Additional Coverage Options
Quote Summary
Building your coverage in real time.
Each of these parts would become the primary steps in the building process. As the customer completed each step, a summary of their activity is displayed allowing the to be confident they have done each step to their liking and move on. If they see a mistake, or change heir mind at any step in the process, it's easy to go back and edit their work.
Once everything is complete, the customer is presented with a full quote summary and option to checkout and print their certificates and proof of insurance.