Designing Protection for Performers & Pros
Project Type
Web Design
Role
UX / UI Designer
Applied Entertainment & Sports offers specialized risk solutions for the dynamic, high-stakes world of entertainment, sports, and media. From live concerts and sporting events to film productions and venue operations, their coverage spans a wide range of fast-moving, high-risk scenarios — and the website needed to reflect that same energy, versatility, and clarity.
My Role
As the UX designer on this project, my goal was to create a modern, visually-driven experience that spoke to a diverse group of users — including artists, athletes, venues, and brokers — while keeping the interface clean, intuitive, and easy to navigate.
My role included:
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User journey mapping across multiple user types
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Wireframes and prototyping
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Competitive analysis and visual research
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Multiple visual design explorations
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UX strategy and content flow
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Interactive micro-interaction suggestions
The Challenge
Unlike traditional insurance products, entertainment and sports coverage must account for rapid changes, unpredictable conditions, and a wide range of stakeholders — from individual performers to large production companies.
Most competitor websites were static, outdated, or overly corporate, failing to connect with the creative and high-energy nature of the industries they served. Our challenge was to create a site that not only informs, but also inspires confidence and creativity.
Capture the energy and creativity of entertainment, sports, and media while maintaining credibility and clarity.
Present complex, fast-changing coverage offerings in a simple, visually engaging way.
Differentiate from stale, overly corporate competitors through dynamic visuals and tone.
Support both brokers and industry professionals with intuitive, focused user journeys.
Artists & Performer
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
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
After receiving a detailed brief from the product owner, I worked with the product manager to map journeys for the various stakeholders:
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Artists and performers looking for protection
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Venues and organizers managing large-scale risks
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Brokers seeking quick, clear answers for complex coverage
Through competitive research, I found that most insurance providers in this space lacked modern UX thinking — their sites were often cluttered, visually flat, and non-interactive. This opened a clear opportunity to design something distinct, clean, and user-centered.
Venues & Organizers
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
Design Strategy
With the insight that our audience expects both exclusivity and security, I designed with the following principles:
1. Visual First, Content-Smart
To reflect the energy and creativity of the industry, I kept the typography and color palette minimal (black and white), allowing photography and visuals to shine. I carefully selected imagery that represented each user type and sector — live performance, sports events, film production, and more.
2. Flexible Structure for Diverse Audiences
With many types of users accessing the site for different needs, I focused on creating modular sections that clearly segment information:
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Hero carousel: Features multiple full-width images (concerts, venues, film sets) to give an immediate sense of who the site is for
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Interactive solution cards: Each representing a type of coverage (Live Entertainment, Sports, Media, etc.), clickable to learn more
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What We Offer: A deeper dive into coverage types
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About Us / Meet the Team: Featuring a subtle scroll-triggered animation to introduce team members in a dynamic, non-static way
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Resources Page: A utility-focused section designed for internal stakeholders to easily upload and manage applications, claims forms, and downloads
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Subtle interactivity to elevate the feel of the experience
Design Execution
User Journey Mapping
I mapped user paths for both brokers and entertainment professionals, focusing on how each audience would discover, evaluate, and engage with AES’s offerings. This helped identify key decision points and ensure that every step — from homepage entry to contact — felt intuitive, purpose-driven, and aligned with their goals.
Wireframes & Visual Language
I developed multiple visual design options for the team to review, testing combinations of layout hierarchy, image treatment, and card structure. Each iteration explored how to balance AES’s fast-paced, high-energy identity with the clarity and trust expected in insurance.
The imagery used was intentionally specific — silhouettes of performers, athletes, and audiences illuminated by spotlights — reflecting AES’s three core coverage areas: Entertainment, Sports, and Media. These visuals were tested across various layouts to ensure they worked cohesively with the site’s white background, creating depth and contrast without overwhelming the interface.
Homepage Flow & Interaction Design
The homepage was structured as a smooth narrative scroll, guiding users from coverage highlights to deeper engagement points.
To bring the experience to life, I proposed scroll-based animations that subtly echoed the motion of live performance, such as fade-ins, spotlight transitions, and responsive card reveals, creating a dynamic yet professional feel. These interactions reinforced AES’s connection to movement, rhythm, and performance while preserving clarity and usability.
Section Breakdown
Homepage – Introduces AES’s mission and energy. Highlights three coverage areas (Entertainment, Sports, Media), followed by sections for Protecting Fun, Your Crew Behind the Scenes, and a call to action to connect.
Focus Page – Deep dive into the three main coverage categories, each with tailored visuals and concise explanations.
Programs Page – Outlines key offerings such as Excess & Surplus, Contingency Coverage, and Specialty Risks, while reinforcing AES’s credibility as an Applied Underwriters affiliate.
Team Page – Profiles the experts behind AES, emphasizing experience, personality, and trust.
Resources Page – Central hub for applications, forms, and reference documents.
Contact Page – Simple, direct access for brokers or clients to get in touch.
Outcome
The final site delivers a sleek, image-forward experience that feels modern, easy to navigate, and aligned with the fast-paced, creative industries it supports. Stakeholders can find relevant solutions quickly, and each user group is visually represented through thoughtful design choices. The added interactivity and clear structure help build credibility, while the resource section empowers internal teams and brokers with easy access to essential forms and applications.
