- Won J. You (Design/UX)
- Alexis Wright (Design)
- Kat Pham (UX Research)
- Creative Direction
Transforming the Customer Home Insurance Buying Experience
Buying homeowner’s insurance is one of the more difficult products to buy, and it’s one of the few industries that hasn’t changed or evolved much over the last 50 years.
Unlike purchasing car insurance which only requires a driver’s license and basic information on your car’s make and model, home insurance requires gathering a complex suite of property information and communicating policy choices, which most people don’t know or understand. The opportunity was to create an intuitive and frictionless user experience which removes those hurdles and provides a delightful experience that motivate visitors to become and stay customers.
Digital Product Ecosystem
Kin Insurance is a direct-to-consumer insurtech company that sells home insurance to customers without relying on the traditional network of agents. The goal was to a create an equally human experience even when the customer is shopping and purchasing their home insurance online by themselves.
As the VP of design, I introduced DesignOps and ResearchOps to imagine and deliver a customer-centric experience that reimagines what home insurance could be. Traditionally, the insurance experience is one that is joyless, confusing, and uninspired. I sought to introduce an element of delight to the consumer experience that upended people’s expectations.