Rebuilding the jewellery insurance journey for mobile-first customers

Craft CMS B2C UX/UI Design UX/UI Research Platform Integrations

About Assetsure

We have worked with Assetsure since 2017, starting with a Buy Online portal for cycle insurance. That work expanded to engagement rings, jewellery, art, collectables and watches. This project set out to modernise the quote and buy journey across these products, with a clear focus on mobile.

The Challenge

Analytics and recorded sessions told a consistent story. Assetsure’s audience is overwhelmingly mobile and largely on iPhone and Safari. The most common device widths are small, and the first step of the quote flow showed the highest exit rate. Customers also needed clearer guidance on what affects the price and how far along they are in the process.

From customer feedback, the theme was communication. A small number of lower-star reviews mentioned being stopped part way, unclear requirements or not knowing what to do next. That helped confirm the need for clearer copy, kinder error messages and better hints.

The brief for the redesign was set early. Improve conversion, make the experience smoother on mobile and desktop, explain price-affecting choices better, capture useful details earlier and save progress.

Project Snapshot

Client: Assetsure
Industry: Insurance
Services: UX/UI Research, UX/UI Design, Prototyping, Craft CMS Development
Duration: 6 Months
Budget: £50K – £75K

Our Approach

1. Research and Testing

We started with data and real sessions.

Google Analytics and tech profile. 75% of users on mobile, 59% on Safari and the top four screen sizes all iPhones. That set the bar for layout, spacing and input choices.
Funnel and exits. The highest drop-off was at the first step of the quote, where price first appears and many questions sit together. We mapped the biggest friction points and noted where people scrolled to the bottom to gauge effort.
Customer feedback. We pulled out comments that pointed to blocked journeys, unclear age rules and missing next-step guidance, which shaped the copy and error strategy.
Market scan. We reviewed specialist competitors and borrowed good patterns from price comparison flows. The standouts were small, well-named sections, clear progress indicators, images to explain tricky questions and consistent, on-page errors.

2. UX/UI Design

We created clickable prototypes for mobile and desktop to test ideas with the team.

Key choices:

One question per screen. Short steps reduce effort, make progress feel faster and improve comprehension. A compact header keeps the working area as large as possible on small devices.
Clear progress. Simple progress indicators show where you are and what is left, inspired by the clearest examples in the research.
Native inputs. Date pickers, number pads and postcode inputs use device-native fields wherever possible, improving speed and accuracy on iOS and Android.
Helpful copy and tooltips. Short prompts explain why a question is asked and which choices influence the price. Error states are specific and appear in context.
Better “additional items”. The section becomes its own step, easy to use for people who need it and out of the way for those who do not.
Complete control. All questions, text, help and error messages are editable in Craft so the team can refine language without code changes.

3. Development

The Development plan reflected the bigger design changes and the need for a clean, mobile-first flow.

Single-question templates. We moved from grouped questions to a focused page per question, updating validation and error handling across the flow.
Integration with Assetsure’s custom insurance platform. Calls run in the background until a price is needed. The full quote is posted at the quote step, with endorsements fetched earlier to avoid delays.
Craft controls. Editors can adjust questions, help text and errors, and reorder questions within a flow, within the constraints of the platform.
Journey analytics. Key journey events feed back into GA for better tracking of completions and drop-offs.

What changed for customers

A calmer, shorter path with one clear task per screen
Inputs that match the device, so typing is quicker and fewer mistakes happen
Clearer hints about what changes the price
Kinder, specific errors that appear next to the problem field
A simpler step for adding extra items
A lean header and better spacing on small iPhones
A visible sense of progress from the first tap

These choices are grounded in the evidence from analytics, session reviews and competitor patterns, rather than guesswork.

The Outcome

Early signs point to a smoother and more engaging experience. We expect to see a clear improvement in the number of people making it past the first step, along with a lift in completed quotes and overall conversions. Initial feedback from users has been positive, highlighting the simpler structure, clearer guidance and better mobile usability.

What's Next

With everything editable, the team can act quickly on early results and feedback, fine-tuning and experimenting without waiting for a development cycle. A feature roadmap is already in place, including tools to complete abandoned quotes and process renewals, adding even more value for customers over time.

Why work with us on journeys like this?

We helped Assetsure create a smoother, mobile-first quote journey that’s easy to complete and simple to manage. If you want to improve your customer flow, let’s talk.