Kaus Insurance — Website Redesign for Millennials
Kaus Insurance was a concept project based on a Designlab UX Academy brief. The challenge was to redesign a responsive website and quote process for a millennial audience that often distrusts traditional insurers. My goal was to make insurance approachable, transparent, and fast.
Role
Solo UX & UI Designer
Market & user research, competitor analysis, persona development, IA, wireframing, prototyping, usability testing
Responsive website redesign, brand identity, quote wizard flow, UI kit, high-fidelity prototype
Challenge
Insurance is a product everyone needs but few trust. My research showed that millennials in particular:
Feel insurance companies are opaque and inhumane
Want convenience, flexibility, and transparency
Are frustrated with slow, confusing quote processes
Still value access to human agents for support
The goal: design a site that humanized insurance while delivering a fast, digital-first quote process with flexible coverage options.
Solution
I redesigned the Kaus Insurance website to make insurance approachable, fast, and transparent:
Homepage: an educational hub with live chat, social proof, and plain-English to reduce intimidation.
Quote Wizard: linear flow with API integrations to auto-populate property data and minimize errors.
Coverage Controls: interactive slider provides instant feedback on premium changes, giving users control and transparency.
Friendly brand Identity: warm palette, inclusive illustrations, approachable typography.
This approach ensured that mistrust was countered by transparency, complexity was reduced through clarity, and users felt in control throughout.
Results
The redesign built trust and speed into the insurance journey, improving user confidence, streamlining conversions, and positioning Kaus as a differentiated, millennial-friendly brand.
Process
Research & Analysis: I conducted a competitive analysis of 8 insurance websites, mapping strengths and weaknesses to surface whitespace for a friendlier, more transparent experience.
In 1:1 interviews with millennials, I uncovered deep pain points around mistrust and complexity, reinforced by a Liberty Mutual/SafeCo report showing millennials seek convenience, control, and education in insurance shopping.
These insights shaped the design principles:
Streamline the quote process for speed and accuracy
Provide transparency and customization in coverage
Rebuild trust through human-centered design and education
Persona: From research, I developed three personas and focused on Koa, a millennial renter and first-time homebuyer. Koa values convenience and control, but distrusts insurers. Designing for Koa meant every interaction needed to feel easy, human, and educational.
Information Architecture: I mapped the flow with card sorting, a sitemap, and task flows for the homepage and quote wizard. The structure emphasized:
A resource-rich homepage with chat, social proof, and education
A simple, linear quote wizard with clear CTAs
Coverage controls that visualized the impact of user choices
Wireframing: I sketched flows for the homepage and quote wizard, iterated into mid-fi wireframes, and tested early concepts. Below are initial sketches for the quote wizard.
These evolved into mid- and high-fidelity responsive designs that carried the new brand identity across devices (see below for select mid-fi wireframes for the quote wizard).
Visual Design: To overturn the perception of insurance as cold and inaccessible, I designed a warm, inviting, and inclusive brand:
Friendly, inclusive illustrations
A playful but professional typeface
Bright, approachable colors
A scalable UI kit for consistent implementation
Usability Testing & Refinement: Remote usability testing validated the concept and highlighted small friction points:
✅ All users completed the quote process with ease
✅ The approachable branding resonated
⚠️ CTAs and step-to-step flow needed clarification
I created an affinity map of feedback and refined the design to smooth out flows.
Final Design: The redesigned website made insurance approachable and transparent. Key features included:
Homepage Hub → resources, social proof, and live chat to build trust
Quote Wizard → a simple, linear flow with API-powered auto-fill
Coverage Slider → instant premium updates for easy customization
“Ava is incredibly thoughtful in her design process. She digs deep into research, synthesizes insights clearly, and brings a strong sense of empathy to her solutions.”
Dawn Nguyen
Senior UX Design Product Design Lead | Indeed
Conclusion
As the sole designer, I led this project end-to-end — from research and IA through wireframes, visual design, and testing.
This project taught me how to take a complex, mistrusted product and redesign it into something more human, transparent, and empowering.
Future opportunities include expanding the Resources hub into a full education center and refining the claims journey, which is just as critical as the quote process for building long-term trust.
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