A trusted guide to help individuals and families navigate end-of-life planning with clarity and peace of mind.
Project Overview
After a recent brand refresh, the client was ready to bring new life to their digital presence, one that could better reflect their modern identity while staying true to the compassionate core of their mission. My challenge was to design an experience that did not just provide answers but did so with empathy and trust at every touchpoint.
my role
Lead UI/UX Designer
Responsible for the end-to-end design of the website, from user experience to the final interface design.
Tools
Figma, Adobe Photoshop, Adobe Illustrator
Industry
End-of-life planning
The Challenge
Designing for One of Life’s Most Difficult Moments
Individuals facing end-of-life planning for themselves or a loved one often experience emotional overwhelm, uncertainty, and difficulty finding clear, trustworthy guidance. Their needs can range widely, from making urgent arrangements during a time of grief to calmly preparing for the future with a long-term plan.
There was a clear need for a digital experience that could meet people where they are, providing gentle, supportive guidance while also offering practical tools and clear pathways to connect with funeral providers across the country. The challenge was to design a space that felt both informative and deeply human.
01 / competitive research
Finding Opportunities in a Traditional Industry
The project began with analyzing Memorialplanning.com’s direct and indirect competitors. The goal was to obtain a better understanding of what other industry leaders are doing, and how Memorial Planning can position itself as a trustworthy guide for end-of-life planning. While each competitor offers essential services, their websites often felt outdated or impersonal, with key information hidden behind forms and messaging that leaned more toward sales than support.
This revealed an opportunity to create a more compassionate and user-friendly experience that centers around empathy and transparency during on of life’s most difficult moments.
02 / website audit
Uncovering Pain Points in Existing Experience
To better understand the pain points users were experiencing, I conducted a thorough audit of the original MemorialPlanning.com website. This involved reviewing each page, walking through key user flows, and interacting with the site as someone might in a moment of need.
The audit uncovered several friction points that could make an already difficult process even more overwhelming. These insights were crucial in shaping a new direction: one focused on simplicity, clarity, and emotional ease.
Original Site Map
Pain Points
01
Unclear User Journey & Too Many CTAs
One of the significant issue we identified is the lack of a clear user journey, exacerbated by the presence of an excessive number of call-to-actions within close proximity to each other.
02
'Find a Location' experience is inefficient.
The location finder tool provided little context about which funeral homes were closest or what services they offered, adding unnecessary friction to a key user task.
03
Fragmented Content Flow & Architecture
Current content architecture poses significant challenges to navigating the website effectively. A key issue lies in the embedding of hyperlinks within the content, disrupting the user experience by redirecting users to different pages without providing a clear path back to the original page they were on.
04
Copy Overload
The current website suffers from an overabundance of dense text blocks, hindering the user’s ability to digest the information effectively. Users may feel discouraged from engaging with the content due to its daunting length and lack of visual appeal.
03 / strategy
Every design decision was rooted in empathy
The user experience was thoughtfully designed to support two distinct but equally important journeys: individuals in immediate need of end-of-life arrangements, and those planning ahead for the future. Each path was structured to ease emotional burden, surface the most relevant information quickly, and provide gentle guidance toward next steps.
To ensure users could access real-world support when they needed it most, the redesigned experience integrates the updated “Find a Location” tool at key moments—making it easy to connect with nearby providers, no matter where they are in their journey.
Design Pillars
01
Empathy First
Keeping in mind that people are visiting the site during some of the most difficult moments in their lives. Whether grieving or preparing, they needed to feel understood and supported, not overwhelmed or upsold.
02
Clarity & Simplicity
Information architecture, content, and visual hierarchy should be streamlined to reduce cognitive load and make it easy for users to find what they need—without distraction or confusion.
03
Support Every Step
Each user journey was built around gentle guidance. The site helps users understand their options, know what to do next, and easily connect with nearby support—whether they’re making urgent decisions or preparing thoughtfully for the future.
User Flows
User Flows, Site Map & Content Architecture
With a strong understanding of our user personas and their needs, the next step was to reimagine the structure and flow of the website to create a more intuitive, supportive experience.
The user flow was created to guide both immediate-need and pre-planning users through relevant content and actions with minimal friction, helping reduce overwhelm and foster confidence at every stage.
The updated site map reflects a streamlined content architecture designed to organize information logically and prioritize user goals. Each page’s content was thoughtfully planned to balance clarity, empathy, and usefulness, ensuring users can quickly find answers and know their next steps.
Updated Site Map & Content Architecture
04 / wireframes
Home page | Immediate Need | Plan Ahead
Burial Services | Cremation Services | Funeral Services
Location Finder Map | Locations by State | Location Profile Page
05 / final design
Every design decision was rooted in empathy
The user experience was thoughtfully designed to support two distinct but equally important journeys: individuals in immediate need of end-of-life arrangements, and those planning ahead for the future. Each path was structured to ease emotional burden, surface the most relevant information quickly, and provide gentle guidance toward next steps.
To ensure users could access real-world support when they needed it most, the redesigned experience integrates the updated “Find a Location” tool at key moments—making it easy to connect with nearby providers, no matter where they are in their journey.
Design System
Desktop Screens
End-of-Life Services
Immediate Need & Plan Ahead
Additional Features
Location Finder
Individuals facing end-of-life planning for themselves or a loved one often experience emotional overwhelm, uncertainty, and difficulty finding clear, trustworthy guidance. Their needs can range widely, from making urgent arrangements during a time of grief to calmly preparing for the future with a long-term plan.
There was a clear need for a digital experience that could meet people where they are, providing gentle, supportive guidance while also offering practical tools and clear pathways to connect with funeral providers across the country. The challenge was to design a space that felt both informative and deeply human.
