ASCE Coverage Assessment Tool




In retail, they say 80% of your business comes from existing customers. But in insurance that's not exactly true. Most people get coverage and don't think about it again. But life changes fast, and it usually requires changes to your insurance policy as well. So how do you convince people who already have insurance that they might not have enough?


We needed to create a tool that allowed us to ask as few questions as possible and still get a decent picture of their insurance portfolio. And then we needed to convince customers to use the survey. The more questions we ask, the better our picture will be. So where's the balance in getting the right information without making it difficult for our customers to complete?


We did some research with various prototypes and surveyed a randomized test of people to have them fill it out. The results gave us a clearer picture of which questions we needed to ask, which ones we didn't, and which ones were likely to turn users off from completing the form. In the end, we had to look at the groups that completed the survey most consistently to find what worked. And look at those that didn't and ask why.

Design Goals

We wanted the design to be simple, but professional. We knew it had to follow our design system, and use components that already existed within our brand guidelines. We also needed it to be efficient and not overly designed—the customer base for this client is engineers and we've learned over the years that simple is better.

The Process.


We started with the big questions first: what information do we need? What information do we not need? How many steps is too many? How much do we want to rely on the user to give us all the data? Who will be our primary target audience for this? How do we connect this into our CRM to feed leads to the sales team? And we started trying to answer those questions on paper first.


62 Years old

Senior Engineer, Large Firm

Divorced, older children

Lives in Birmingham, AL

Frank Beck

Frank bought a policy through us almost 20 years ago and has never reviewed or changed the policy. Now that he's older and his kids are all adults, he may not need the same level of coverage he currently has.

But, Frank is also busy, and the cost of his policy isn't a burden. He needs messaging that spells out clearly why he should reassess his coverage, and how long the process will take. He prefers communication that is clear and direct.

Frank needs a lower life insurance policy, but could use some increased disability and hospital indemnity insurance now that he's older.

Behavior Traits


Likes to stay busy


Wants & Needs

Simple explanations

Clear communication

Short application


Complicated forms

Vague language

Slow processes


Staying active

His family

Retiring in 3 years

31 Years old

Engineer, small firm


Lives in Philadelphia, PA

Drew Schneider

Drew has a master's degree in civil engineering and loves what he does. He makes decent money, but insurance is an afterthought because he's single without kids. He currently only has the insurance offered through his employer.

Drew needs a company to help him understand the importance of insurance, especially disability and income protection, without feeling like he's being sold to. He's very perceptive of pitches and doesn't like a sales person who feels inauthentic or pushy.

Drew needs an insurance policy that grows with him through all of his life changes. Drew hopes to get married and have kids within the next few years, and will need to update his life insurance as it goes along.

Behavior Traits




Wants & Needs

Simple explanations

Easy application process

To feel listened to


Gimmicky sales pitch


Feeling pressured


Become a partner

Travel more

Start a family

Initial Sketches and Whiteboards

There were a few things we knew it had to have, so we started with those. We knew it needed a progress bar for proper UX, and we knew it needed to be mobile-first for our customer base. We knew we needed input fields, radio boxes, buttons, and help prompts along the way. So we started sketching those out. We needed to see the elements to figure out how to display it all—like looking at all the puzzle pieces to see how they go together.

Sketches & Notes from Preliminary Meeting

User Journey and Wireframes

Once we had all of our pieces, we started building it out with mobile in mind. We started our preliminary round of layouts as mobile-only to start putting pieces from our sketches onto a screen. We created all the wireframes using Figma to help us prototype the entire user journey from start to finish without getting distracted by the design.

Home Page

Progress Example

Button Question Example

Final Email Step

Results Page

Help Modal Example


We started with simple prototypes and tried to avoid settling on one specific design, because we knew we needed to test this product extensively. We still didn’t know what the right questions to ask were, or how many steps were too many. So we created some very basic prototypes in Figma so our developers could get started on a preliminary product for testing.

Home Page

Dropdown Question

Button Question

Final Email Step

Results Page

Help Modal Example

User Journey Testing.

The testing was the most difficult challenge, but also the most eye-opening. We discovered that if we asked very personal questions, like income level, people would abandon for the form. And we if we asked value questions such as “how much Term Life coverage do you usually have,” people would stop completing the form because they don't always know the amounts. Our original plan was to keep the survey under 15 questions, but we found that a large percentage of users abandoned the form after 12. So that became our new target to hit as it gave us the best picture of their insurance portfolio without the diminishing returns of abandoned users.

The Final Product.

The final product was a high bar for us to hit, but we did it. We knew it would be a challenge to get current customers to change their coverage and spend more money, and we weren't 100% convinced this tool would do that. By careful planning of the user journey and having a clean and consistent UI that clearly directed them down a specific path, we were able to achieve what we set out to achieve.

Visit the Website


As far as results, it's still too early to tell. This product just launched in Q4 of last year and the initial response has been positive. Just gauging off of traffic and form completions, we far surpassed what we expected do to the limitations of our audience size. Within the first quarter, we saw over 50% of our current customers use the form, and 12% of those sent their results to a sales rep to discuss policy changes. We're excited to see the long-term success of this project over the next several months.