Insurance can be beautiful
Product design & user testing
After some time as a design consultant at Kinsu, a small insurtech startup based in London, I was brought in-house as the first designer. After some time, I became head of design working with and managing up to 4 other designer consultants.

"Kinsu" is simple, fair insurance for all your things. Sold online, with the goal of being the best end-to-end insurance provider on the market.

As my involvement at Kinsu touched many areas of the business, I have split the work into 2 portfolio sections.
This section will include my work on product development, design, and user testing.

If you wish to see my work on the public-facing materials such as marketing concepts, strategy and delivery, and art direction: See this section.

Most of my work in this section was created using Sketch, Adobe Illustrator, and Photoshop.
The problem
With the website redesign finished, see the portfolio section, and a design audit done: it was time to look back at our product.

We were not selling enough policies, and conversion was low.

Despite insurance being a difficult product to sell, we had to boost the sales numbers to secure our next investment round.
Design overview board
Atomic re-design
Alongside setting up the impending user testing sessions, I worked with a visual designer to overhaul the existing app, and built out a full atomic design system in Sketch.

This ensured consistency across the product, and made it a lot easier to make any changes for the devs, and was in line with Apple's Human Interface Guidelines.

Each screen (or organism) was made up of molecules built from atoms. With the design system in place, re-skinning the whole app was quickly done in a day or two.
Screens built only with reusable symbols, so nice
Snapshot of one purchase step using the new atomic design system
Gave the App Store a refresh until V2 is live
Sample of motion graphics made in After Effects
User testing
The testing sessions I ran for the website also revealed something interesting for the product itself.

Rather worryingly, most people viewed having an insurance mobile app as "a bit pointless", it ranked last on a lot of things for users.
Nobody really wanted to sort out their insurance "on the go", it was more of a "sit down at your desk and sort it out" thing.

Bearing in mind that Kinsu was mobile only when I joined, this had to be addressed fairly quickly.
Some results for 2 of the 8 batches of user testing
Webapp v1
The first obvious step to make it easier for people to buy a policy, is to allow them to buy online via our website. Not just through the app, which was our current setup.

By adding in a web app functionality, we reduced the pain points that a user has to go through, such as downloading an app to get a quote.
It was necessary to deploy the webapp as fast as a possible, so I reused the general design from the existing app to make it easier for the devs to implement.

Reusing elements to reduce time, we took our existing mobile app product and ported it to the web.
Simple port to reduce time
More space will make reading policy wording easier
Sales conversion increased
Tracking users with Google Analytics, we saw a decent increase in sales conversion from website visit to policy purchase.
Not only that, at this point we were also seeing a great portion of sales go through the web app compared to the mobile app.
Sales snapshot of conversion from website visit to policy purchase
Sales numbers are still small at this point, but it is great validation for the user testing to see the effect of adding a webapp.

Give the people what they want.
Webapp v2 options
Using the atomic design system as a basis for some of the elements, I took the UX we had refined for the mobile app and did a fresh set of design options for desktop and mobile web browsers.

I tweaked the UX slightly depending on the UI, but kept it mostly the same so that the dev work would mostly be on the front-end.
v2 option A - Step by step
v2 option B - Conversational
v2 option C - Cards
User testing feedback
I then ran a few user testing sessions on the 3 full user journeys to see which areas were useful to include in the next iteration, and to find out the pain points in the current journey.

Highlights on the feedback from the team and testers include:

Option A: Nice to see clear number of steps on the left. Straightforward and simple. Similar to what is in the current mobile, so is the easiest for the devs to code.
Highlights on the feedback from the team and testers include:

Option A: Nice to see clear number of steps on the left. Straightforward and simple. Similar to what is in the current mobile, so is the easiest for the devs to code.

Option B: Needs clearer step tracking to see where you are in the journey. This option highlighted as the most intuitive one by most, due to the "chatty" nature. Might be tricky to see screens with lots of text on them. Devs say this is fairly easy to implement.
Webapp v2
Taking onboard all of the feedback, I took the highlights from the other options and went with option B as a base.

I then refined the journeys for both desktop and mobile layouts, and created an atomic design system for each.
I'm really pleased with how it turned out. Clean interface, that doesn't add more text than necessary. For example, the questions are included in open statements, such as the screen below.
Clean interface with easy navigation on the left, and focus on the inputs
Chatbot style buttons for easy option entry
Price quote page showing longer text elements
Unfortunately, Kinsu's runway run out before I could launch the new version of the desktop app. But I'm sure it would have had a positive impact on our sales numbers.
Designed with mobile in mind, tested in Principle
Final thoughts
Beauty is not often associated with insurance, but it's something we strived for at Kinsu.

We wanted to make sure that people could get not just beautiful insurance, but beautiful service, policy wording, claims experience, the full monty.
And this is most likely what killed Kinsu in the end: that we strived to be a full end-to-end insurance provider. No small feat, and we were spread too thin in some vital areas, as our runway diminished.

We gave it our best shot, and I believe that in the long term, we made the insurance industry a better place.
Please get in touch for more details, full res images, or if you have any questions.