Asesor Seguros is a company from Spain whose goal was to build an insurance portal that would aggregate all quotes offered in the marketplace. Creating such a service in a market restrained by online security fears would be a great challenge. Asesor wanted smashLAB to create a front end for their service and a simplified form of nearly 90 questions that their “low-involvement” target audience would be unintimidated by. Adding to this challenge was the fact that Asesor was an unproven company with no brand awareness that would face stiff competition in the near future.

To reassure tentative users we leveraged user testimonials, partner logos, and security logos. In our research we found that having a busy page was a sure way to overwhelm a user with options, so we eliminated visual clutter making required actions clear and the procedure intuitive. Dividing the extensive list of questions into four sections made the form much more manageable. We developed Asesor’s brand around the concept of a canary as a friendly and helpful guide—a strong brand icon that would solidify their position early and make a strong first impression on new customers.

Asesor now has a solid brand message and icons that it can build its future marketing on. The flexible layouts and scalable structure of the site can accommodate growth and added verticals. The high impact site design and ease-of-use positions Asesor far ahead of existing competitors.