Blue Couch Insurance Web App:

Online home and tenant insurance provider.

Problem Statement:

Users find insurance confusing and tedious. The challenge was to create a fast, intuitive, and transparent web experience allowing users to:

• Get a quote quickly (target: 90 seconds)

• Understand coverage options

• Complete the process without friction

Process:

• Created user personas for homeowners and tenants in BC.

• Mapped user journey focusing on onboarding (questionnaire), quoting, and policy completion stages.

b. Define & Ideate

• Performed rapid usability testing with 5–7 target users.

• Simplified language and reduced form fields based on feedback.

• Optimized mobile responsiveness to ensure function across devices.

d. Test & Iterate

a. Discovery & Research

• Conducted competitive analysis of traditional vs. modern online insurance platforms.

• Identified user pain points like long forms, technical jargon, and limited visibility of policy benefits.

• Wireframed a minimalistic, step-by-step form (e.g., property type selection: House/Condo)

• Designed UI using a clean, trust-inducing palette (blue/white), emphasizing clarity and simplicity.

• Integrated interactive AI agent “Kylie” to guide users and provide real-time reassurance

c. Design & Prototype

Outcome:

Launched a fully responsive, user-centric site where visitors can complete their insurance quote in 90 seconds.

Challenges & Learnings:

Challenge: Balancing completeness of information vs form simplicity.

Learned that step-based forms with instant feedback (via AI guide) significantly boost user satisfaction and completion rates.