ABOUT

Concept
We have worked with Assetsure since 2017, and over that time their Buy Online platform had grown to cover jewellery, engagement rings, watches, art and collectables. The platform worked, but the data told a clear story. Three quarters of users were on mobile, the majority on iPhone and Safari, and the highest drop-off point was the very first step of the quote flow. That is where the price first appears, where questions are grouped together and where too many customers were giving up. Assetsure needed a smarter, calmer experience built around how their customers actually behave, one that improved conversion without losing what already worked.

Execution
We started with research rather than assumptions. Analytics showed the top four screen sizes were all iPhones, which set the bar immediately for layout, spacing and input choices. Session recordings pointed to where people were scrolling to gauge effort before dropping out. Customer feedback flagged blocked journeys, unclear age rules and missing guidance on next steps. A review of specialist competitors highlighted the patterns worth borrowing, including clear progress indicators, small well-named sections and images to explain tricky questions.
From that foundation we redesigned the quote and buy journey from the ground up. The biggest structural change was moving to one question per screen. Shorter steps reduce perceived effort, make progress feel faster and improve comprehension on small devices. We introduced native inputs throughout, so date pickers, number pads and postcode fields use the device's own controls for speed and accuracy. Progress indicators were added to give users a clear sense of where they are and what is left. Error messages were rewritten to be specific and appear directly next to the problem field rather than at the top of the page. The additional items section was pulled into its own dedicated step, making it straightforward for those who need it and invisible for those who do not.
On the build side, we moved from grouped questions to single-question templates with updated validation across the entire flow. The integration with Assetsure's custom insurance platform was reworked so pricing calls run quietly in the background until a quote is needed. Key journey events now feed into Google Analytics, giving the team much better visibility of where completions and drop-offs are happening. Every question, help text and error message is editable directly in Craft, so the team can refine language and experiment without waiting on a development cycle.

Results
Early signs point to a meaningfully smoother experience. Initial feedback from users highlights the simpler structure, clearer guidance and improved usability on mobile. With full editorial control in Craft, the team can act quickly on what the data shows and continue improving the flow without outside help. A feature roadmap is already in place, including tools to recover abandoned quotes and handle renewals, building on a platform that is now far better placed to convert the audience it already has.