A trusted guide to help individuals and families navigate end-of-life planning with clarity and peace of mind.
Understanding the dual needs of end-of-life planning
As we approached the redesign of the website, we carefully considered how to support two distinct user journeys: individuals navigating immediate end-of-life services and those looking to plan ahead for the future.
Each audience brought its own set of needs, emotions, and expectations. We conducted research and mapped out user flows to better understand how to guide users with clarity and compassion. Our goal was to design an intuitive and supportive experience—one that would empower people to make informed choices at their own pace, while acknowledging the emotional weight that often accompanies these decisions.
Every design decision was rooted in empathy
The UX was designed to clearly support two core user journeys: those seeking immediate help with end-of-life arrangements, and those looking to pre-plan. Each path was intentionally structured to reduce stress, surface relevant content quickly, and guide users toward the right actions.
Both user types are directed to the updated “Find a Location” tool at key points in their journey, ensuring quick access to local support.
Strategic Pillars
Dual User Pathways
Designed separate, clearly labeled entry points for Immediate Need and Pre-Planning users to guide each audience based on urgency.
Enhanced “Find a Location” Experience
The location finder was a critical tool for both user groups. A major part of the strategy was to elevate its visibility, simplify the interaction, and ensure it was accessible from key entry points like the homepage and global navigation. The goal was to reduce friction and help users take action faster, with less stress
Clear Information Architecture
Restructured content into scannable sections to help users find information faster without being overwhelmed.
Mobile-First Considerations
Prioritized legibility, tap targets, and simplified navigation for users on mobile devices — a critical channel for those seeking immediate help.
