Work from Farewill, 2018 to 2021
Soon after Farewill secured its series B it became obvious that we’d be launching more products beyond wills. In the light of this, I wrote a proposal to redesign farewill.com to be easier to navigate when we have multiple products.
I steered the restructure and redesign internally, working with the brand team on the final look and feel and internal stakeholders to create a customer-centered information architecture and navigation.
I co-authored a subsequent proposal to improve Farewill’s SEO ranking, which culminated in the launch of Farewill Guides.
A few months after a successful soft launch of our Funeral business, it became obvious that our operations team’s efficiency could be improved with bespoke tooling.
I started by shadowing members of the team to build a picture of their daily work. To create a shared understanding of the problem I turned that into a workflow diagram and a series of job stories. I used this to explain how funeral operations work to engineering, product and design.
From this we built a bare bones version of the tooling for funeral ops to start using. In parallel I ran a number of co-design sessions with the team.
As I was leaving Farewill, ops were just starting to manage all their funerals cases on backstage - meaning we could say goodbye to the tangle of third party tools, with better case efficiency, better reporting and ultimately happier ops people.
Farewill works with over 100 charities, and has helped them raise over £300 million through will writing.
Charities needed an easy way to understand the gifts left to them, and the supporters who leave them. Working with our partnerships team and charities themselves, I designed a new data dashboard - running the design process from research and prototyping to implementation.
Through prototyping and testing we figured out the best grouping for data, and what kind of context is useful to display alongside.
Our new dashboards are a USP for our partnerships team. After roll-out staff from Macmillan, one of the UK's biggest charities, said ‘The dashboard is great! It’s very easy and intuitive to use, and works really well!’
Starting your will
We saw in our analytics that only 30% of people were completing our onboarding. Through research, we came up with a working hypothesis: whilst our onboarding flow was functional and easy to use, it wasn’t meeting people’s emotional needs.
Using this insight we created a prototype that asked more questions about people's unique situation, such as their children, partner and house. Through this we could offer bespoke information about how Farewill can help in their particular situation - whether that’s choosing guardians for children or passing on their home.
After launch, conversion went up 1.5x on desktop and doubled on mobile.
Finishing your will
After improving our onboarding, we turned our attention to finding out why people start but don’t finish their will. We realised that some people didn’t send their will for checking as it wasn’t quite ‘perfect’. Others weren’t sure what would happen next, and some assumed it was already done as a ‘digital’ will.
To remedy these points we redesigned our overview page. Now whenever you log back in you’re shown all the remaining steps to complete for your will to be done.
To ensure the content was clear I tested low-fidelity prototypes with users, and we then A/B tested the page (with successful results) before rolling it out to all users.