KGB

Web Design UI/UX

October, 2023

Role/Services

Web Design UI/UX

Designed & Built

HTML5 CSS3 JavaScript (ES6) Bootstrap 5 Figma Responsive

Client

KGB, Designed at PROINTERNET

Category & Year

Live Site

Project Overview

KGB Seguros is a business leadership incubator partnered with GNP, one of Mexico's major insurance companies, since 1968, training people to become successful insurance agents and entrepreneurs. KGB had no digital presence before this project, and needed a website that could clearly communicate a business model that isn't immediately intuitive: a training and development organization operating alongside an insurance brand, serving multiple distinct audiences at once. I led both the design and front end development of the site.

Problem

KGB's business model spans three different audiences with different needs: practicing insurance agents looking for ongoing training, insurance companies and partners evaluating KGB as a training provider, and people with no insurance background considering a career as an agent. Without a digital presence at all, KGB had no way to clearly explain this model or reach any of these audiences, and a generic corporate site risked confusing rather than clarifying who KGB serves and how.

Goals

Establish KGB's first digital presence from the ground up
Clearly explain KGB's business model and its partnership with GNP to visitors unfamiliar with it
Serve three distinct audiences (practicing agents, partner insurers, and career-changers) within a single coherent site
Use real agent testimonials to build credibility and trust with prospective career-changers
Deliver both design and front end implementation

Research

Research was conducted through competitive benchmarking of similar insurance and financial services training organizations, informing both the site's information architecture and how comparable businesses structured multi-audience content.

Key insights

KGB's model isn't self-explanatory the way a typical product or service is, the site needed to lead with a clear explanation of what KGB actually does before asking any visitor to take action
Serving three audiences with different intents (training seekers, partner insurers, and career changers) meant the site's navigation had to make it easy for each visitor to self-identify and find their path quickly, rather than presenting one generic message to everyone
Real testimonials from practicing agents carried more credibility for the career-changer audience than any description of the opportunity could on its own, since they address the specific hesitation of "can someone like me actually succeed at this"

User profile

Three primary audiences: practicing insurance agents seeking ongoing training and development, insurance companies and partners evaluating KGB as a training provider, and people with no insurance background considering a career as an agent, motivated primarily by real testimonials from others who made that transition successfully.

Main user flow

The experience guides visitors to:

Understand what KGB does and its partnership with GNP
Self-identify which audience they belong to (agent, partner, or prospective career-changer) through clear navigation
Explore relevant training content, testimonials, or contact information based on that path

UX & UI decisions

Clear "Nosotros" (About) section explaining KGB's business model and GNP partnership upfront, before any other content
Distinct navigation paths for training content ("Aprendizaje"), agent-specific content ("Agentes"), and general information, supporting KGB's three audiences without a one-size-fits-all homepage
Real agent testimonials prominently featured to build credibility with prospective career-changers
News and communications section to maintain an active, credible presence over time
Full front end implementation to bring the design to production

Outcome

The website gave KGB its first digital presence, translating a business model that spans training, insurance partnership, and career development into a site that serves three distinct audiences without confusion. Real agent testimonials were used to build the credibility needed to convince prospective career-changers, and competitive benchmarking informed how the multi-audience information architecture was structured. No post-launch results or feedback are available for this project at this time.