GOALS

• 5 out of 5 participants shop online to save time from talking to agents.
• 5 out of 5 participants' overall sentiment is that insurances do not have customers' best intentions in mind and are hard to trust. Kaus re-design needs to build trust and be easy to shop for.
• 5 out of 5 participants use a side-by-side comparison when shopping for insurances prioritizing cost and coverage.
• 5 out of 5 participants use the mobile app (to access digital insurance cards) to see their insurance.

WANTS | NEEDS

• 5 out of 5 participants want an easier language to understand what they are paying for.
• 5 out of 5 participants want a fast and efficient process to shop for insurance to save time.
• 4 out of 5 participants would rather problem solve questions online than speak to customer support.
• 3 out of 5 participants like having customer support (phone or online) “just in case” they need to speak to someone.
• 3 out of 5 participants want to limit the amount of personal information to give to insurance companies for quotes.

FRUSTRATIONS

• 5 out of 5 participants were frustrated with how confusing policies are set up with unclear vocabulary.
• 4 out of 5 participants were frustrated with not exactly knowing what they were paying for monthly.
• 3 out of 5 participants expressed frustration in completely withdrawing from the page when the products were not structured correctly and containing vague information.
• 3 out of 5 participants expressed frustration in how tie consuming the overall process to get insurance is.

MOTIVATIONS

• 5 out of 5 participants mentioned getting insurance to have peace of mind to know they were covered for any of life’s surprises.
• 5 out of 5 participants are most likely to use and stay with their insurance if their design structure is clear and if online and phone support was available.
• 4 out of 5 participants mentioned Lemonade as the standard in design and usability in selecting insurance and having a clear vocabulary in their coverage.