I conducted a competitive analysis to understand how other insurance providers present similar services. I found that while few competitors existed in this exact niche, most had uninspired or cluttered designs, missing opportunities to connect with their audience or elevate trust.
UX in Environmental Insurance
Project Type
Web Design
Role
Designer
Applied Home National Underwriters is a specialty underwriting firm focused on protecting high‑value homes that are at elevated risk from natural hazards (like hurricanes, wildfires, severe storms) in the U.S. They offer bespoke, non‑admitted coverage solutions, valuing each risk individually, and provide advisory services in loss prevention and risk mitigation.
The Challenge
Homeowners with luxury properties in high-risk areas struggled to find coverage and understand their options. The existing sites didn’t convey AHNU’s sophistication, flexibility, or credibility — and brokers lacked a clear path to underwriting resources.
My Role
As the UX designer on this project, I was responsible for shaping the digital experience to reflect the luxury, trust, and tailored service expected by our high-net-worth clientele — while clearly communicating the company’s unique value in a complex and underserved market.
My role included:
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User journey mapping for brokers & homeowners
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Competitive research & experience benchmarking
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Wireframing & interactive prototyping
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Visual design exploration and direction
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UX strategy for site flow, structure, and storytelling
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UI animation suggestion & collaboration with devs
The Challenge
Applied Home National operates in a niche space with few direct competitors and even fewer standout digital experiences. Most competitors had dated, overly corporate websites that failed to connect emotionally with affluent homeowners — or explain nuanced coverage options clearly.
Appeal to a high-end, design-conscious audience
Communicate complex service offerings in an elegant, digestible way
Build trust and differentiate from generic corporate insurance brands
Support both homeowners and brokers with relevant journeys
Homeowner
From a UX perspective, I identified that the site needed to:
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Reduce cognitive load by explaining complex coverage clearly
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Emphasize visual trust signals (e.g. expertise, catastrophe testing, mitigation strategies)
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Offer a sense of personalization, not a generic insurance pitch
Broker
For this group, the UX goal was to:
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Offer quick access to detailed program information
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Make navigation efficient, minimizing marketing fluff
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Support repeat visits with easy access to key pages or downloadable materials
Discovery & Research
Working with the product manager, we identified two core user types:
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Homeowners, often unfamiliar with specialty coverage
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Brokers, seeking clear criteria and credibility for their clients
Design Strategy
With the insight that our audience expects both exclusivity and security, I designed with the following principles:
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Minimal, content-driven layouts for readability and elegance
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High-end visual tone using premium imagery and refined typography
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Emotional contrast — showing serene properties alongside risks (wildfires, storms) to emphasize what’s at stake
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Subtle interactivity to elevate the feel of the experience
Design Execution
User Journey Mapping
I mapped out parallel flows for:
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Homeowners exploring coverage and credibility
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Brokers needing direct access to program info and contact options
This ensured that both audiences had tailored paths without overcrowding the experience.
Wireframes & Visual Options
I created multiple wireframes and visual design explorations for the design team, balancing layout structure with rich visuals. We explored layout variations for core pages like:
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What We Offer
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Who We Protect
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About the Team
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Contact Us
Visual Language & Imagery
To resonate with our audience, I curated imagery of high-end homes and condos in naturally stunning — but environmentally risky — locations. These included coastal villas, mountain cabins, and forest-lined properties.
To visually communicate risk, I paired interior or lifestyle shots with subtle overlays of wildfire data, storm maps, or other environmental patterns — conveying both luxury and the need for protection.
Homepage Flow & Interaction Design
To resonate with our audience, I curated imagery of high-end homes and condos in naturally stunning — but environmentally risky — locations. These included coastal villas, mountain cabins, and forest-lined properties.
The homepage was designed as a narrative scroll experience:
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Hero section: A full-bleed beach property image with fade-in copy introducing Applied Home National
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Subtle wave animation: A scroll-triggered effect that simulates a wave motion as users move down — and reverses when scrolling up. I proposed this interaction to add a calm, premium feel while avoiding gimmicks
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Visual structure: Content sections were spaced intentionally with “divider” images to let users pause and absorb the experience visually
Section Breakdown
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Hero: Grand beach scene + fade-in intro copy
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What We Offer: Services and expertise, supported by a CTA
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Visual Divider: Full-bleed image for visual breathing room
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Our Expertise: Bullet points explaining what sets AHNU apart
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Who We Protect: Target audiences and scenarios
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About Us: Humanizing the brand with team visuals
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Contact Section & Footer: Easy access for both brokers and homeowners
Outcome
The final site delivered a premium, visually-driven experience that clearly communicates Applied Home National’s value to both homeowners and brokers. Through refined layouts, curated imagery, and subtle interactivity, the design evokes trust and sophistication while making complex offerings easy to understand. The project received industry recognition, earning both a Hermes Creative Award and a Muse Award for excellence in digital design.
