Kaizen at Square One

Kaizen is Japanese for “improvement” or “change for the better”. In the business world, kaizen is associated with the concept of “continuous improvement”. This association is in large part due to the often emulated practices of Toyota, a Japanese car manufacturer recognized for excellence in its processes and products.

So, you might be wondering what this has to do with Square One? Well, we’ve adopted a similar approach to the way in which we do things. For example, we’ve fully redesigned our website three times since our launch. And, we’ve made hundreds of small improvements between redesigns.

With each redesign, we improved on the previous design but we didn’t start from scratch. In fact, the most recent redesign was released a few weeks ago. To most, the changes will seem subtle…new images, new copy, etc. The reality is that the changes are more significant. Here are some examples:

  • The website automatically adjusts based on your screen size. That means you don’t have to “zoom in” if you’re viewing the site from your tablet or smart phone.
  • The hierarchy of the website has been flattened and the content has been reorganized. That means it takes fewer clicks to find the content that you want.
  • New widgets – or tools – have been added and old ones have been updated. That means it’s easier to do what you want, like get an online quote or log in to your online account.

Any improvement made to our website is done with our users in mind. In fact, we employ a number of techniques to identify what improvements need to be made, including:

  • Monitoring website usage to see where users are having difficulty;
  • Conducting A|B testing, which means we test two versions to see which users like more; and,
  • Implementing best practices from other industries to improve the user experience.

The changes to our website (or our products and services) haven’t been, nor will they ever be, so dramatic that it would cause you to wonder if you’ve got the right company. Instead, we strive to constantly improve it so that it’s easier and more pleasant to use as time goes on. After all, we’re not in the business of building a cool website; we’re in the business of serving the home insurance needs of our customers.

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