Project Overview
The Problem
Kasasa was launching Kasasa Care — a suite of direct-to-consumer insurance products — with no existing web presence. Insurance is a high-friction category: consumers are skeptical, the products are complex, and purchase decisions require a significant level of trust. The platform needed to do all of that work across desktop and mobile before a single form was filled out.
What I Did
- Mapped the consumer trust journey — identifying what information was needed at each stage before a purchase decision could be made
- Designed the information architecture for multiple insurance products, keeping each product distinct while maintaining a coherent system
- Simplified dense product details into digestible, decision-guiding content flows
- Built clear calls-to-action that reduced cognitive load at the conversion point
- Delivered responsive desktop and mobile experiences with consistent brand standards across all product lines
Outcome
A multi-product digital platform that became Kasasa Care's primary consumer acquisition channel — translating complex insurance offerings into an experience that educated, built trust, and converted, in that order.
Role:
Information Architecture · UX · Product Design
Client:
Kasasa
