FEMA’s FloodSmart web site was redesigned and launched to reflect a multi campaigned, rebranded and rearchitected website.
Year
2017
Client
FEMA
A website redesign project I’m especially proud of was for FEMA’s National Flood Insurance Program (NFIP). The goal was to overhaul their public-facing site to better serve two distinct audiences: consumers looking to understand and purchase flood insurance, and insurance agents who needed tools and resources to guide clients—especially in the aftermath of a flood event. The existing site was dense, difficult to navigate, and failed to communicate the urgency and importance of flood insurance in a clear, compelling way. FEMA recognized that to increase adoption and improve disaster response, they needed a site that was not only informative but also empathetic, action-oriented, and accessible.
The key stakeholders included FEMA’s digital communications team, policy experts from NFIP, and insurance agent representatives. The site also needed to meet Section 508 and WCAG standards. The project kicked off with extensive stakeholder interviews and content audits, alongside usability testing of the legacy site to identify major friction points. One major insight was that consumers often landed on the site in high-stress situations—either preparing for a possible flood or recovering from one—so clarity, tone, and ease of navigation were crucial. Agents, on the other hand, needed quick access to tools, policy documentation, and real-time guidance they could trust during critical client interactions.
From a design standpoint, we focused on creating a dual-track experience tailored to each audience. The homepage used clear calls to action to guide users down the right path: “Learn about Flood Insurance” for consumers and “Support Your Clients” for agents. We restructured the IA (information architecture) to separate educational content, claims support, and agent tools, using plain language and visual cues like icons and collapsible menus to reduce cognitive load. A simplified policy explainer and zip-code-based risk lookup tool became key features on the consumer side. For agents, we prioritized quick links to forms, checklists, and step-by-step client support guides.
We used iterative design involving both FEMA and external advisors in reviews to ensure alignment. Accessibility was baked into the process from the start—we tested color contrast, keyboard navigation, screen reader compatibility, and font legibility as part of every component build. We also collaborated closely with the content team to balance legal accuracy with readability, rewriting dense policy text into approachable, actionable content.
The launch was a success: post-launch analytics showed a significant drop in bounce rates and a sharp increase in engagement on key pages like “How to File a Claim” and “Find an Agent.” We also received positive qualitative feedback from both users and FEMA stakeholders, who appreciated the site’s clarity and the improved ability to self-serve or assist clients under pressure.
What I learned most from this project was how critical it is to design not just for functionality, but for emotional context—especially when users may be experiencing fear, urgency, or loss. Designing for clarity, empathy, and empowerment made all the difference. It also reinforced the importance of involving stakeholders early and often, particularly when balancing the needs of different user groups within a single platform.