Overview
Client
Kin Insurance
My Role
UX Researcher
Prototyper
Tools
Figma
FigJam
Google Suite
Kin Insurance is a Home Insurance Tech company based in Chicago. Kin primarily provides insurance to homes in Florida, a state where many other insurers are no longer able to operate due to various challenges (i.e. natural disasters, government regulations, inflation, etc.)
The Context
Kin has a self-serve functionality on its website where customers can provide their personal and property information and be provided with 3 custom quotes which they can then customize to their specifications.
In 2021, new designs were launched to replace the old designs for the Quote Compare and Customize pages. However, analytics showed that the new designs were performing the same as the old with submission rates remaining stagnant.
The Request
Product managers on the acquisition team came to the UX team with a request to gather feedback on the Quote Compare and Customize pages and reorganize information on the Customize page in a way that would be logical and visually appealing for Kin customers.
My Responsibilities
As the primary qualitative researcher on this project, my responsibilities included…
Drafting the research plan
Leading workshops with stakeholders (Insurance and Sales team members)
Recruiting research participants
Conducting all user interviews
Contribution to analysis and presentation of findings (led by my senior researcher teammate)
Hybrid Card Sort
I conducted a card sort exercise with members of the Kin Insurance and Sales Teams in order to understand how they would group the coverage categories that are available for customers to edit on the Quote Customize page.
4 insurance team members
4 sales team members
Moderated Usability Test
After categories had been determined, the design team created an updated version of the Quote Customize page (based on the card sort findings) that we then tested alongside the Quote Compare page to see how users would respond to the new groupings. Feedback was collected from the users regarding how they comprehend the UI that is presented on the Quote Compare page. Additionally, this test was used to uncover pain points and areas for improvement that existed on the Quote Customize page.
Platform: Usertesting.com
Participants
6 total - 3 male | 3 female
Homeowners that have home insurance or are in the process of looking for new homeowners insurance
United States residents
Age 30+
Sample Usability Test Questions
Describe what you see on this page and what you think you can do here.
The coverages on this page are each numbered. What do these numbers mean to you?
Imagine that you would like to add Personal Injury coverage to your policy. Show me how you would go about doing that.
How do you determine the amount of coverage you need for a given coverage option on your insurance policy?
Some Findings
Reflections
Glows
Collaboration with various departments helped them feel invested in the outcome and its positive impact for Kin’s customers.
Reviewing iterations of designs with the design team prior to testing led to more efficient usability testing.
Grows
Would have been valuable to conduct discovery research prior to testing a proposed solution so that we can make sure to target the real issue as opposed to approaching it based on a hypothesis.
Ideally, conducting the usability tests with Kin customers (as opposed to usertesting participants) would have produced the real world feedback that we were looking for to make informed design changes.