Care
Launching a direct-to-consumer insurance product with no prior web presence.
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
Let's Work Together
I'm looking for teams that need someone who can communicate, enable, and execute. Someone who understands products deeply and can help the people around them do the same. If that sounds like what you're building, I'd love to talk.