LEADING UK FUNERAL CARE PROVIDER – UX REDESIGN PROJECT

Improving clarity, trust, and usability across two emotionally distinct user journeys: arranging a funeral now, or planning ahead.

Context

A leading UK funeral provider asked us to rethink their online experience. The site needed to better reflect recent service and tone of voice changes, and there was a desire to move away from cosmetic tweaks toward research-led, user-centred design.

The core challenge lay in supporting two very different user journeys: At-Need, where users are arranging a funeral in the moment, and Pre-Need, where users are planning ahead for themselves or a loved one.

The existing site blurred these journeys, lacked clarity around pricing, and didn’t offer enough reassurance or guidance for users navigating difficult decisions.

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Process

I led the UX research and design stream, starting with stakeholder alignment and discovery. We created proto-personas to represent the two user journeys, and mapped emotional needs against existing friction points. A heuristic audit, competitor analysis, and journey mapping helped us zero in on key pain points around navigation, quote tools, accessibility, and contact forms.

We then moved into structured ideation, generating solutions designed to improve clarity, trust, and emotional ease. These were translated into wireframes and functional prototypes across eight key pages.

Iterations

We tested the updated journeys with real users aged 40+, focusing on high-impact areas like homepage layout and quoting tools. Five homepage variations were tested to explore which structure best helped users quickly identify their path. The winning version presented a clear visual split between “arranging now” and “planning ahead,” reducing confusion and increasing user confidence.

Redesigned quote tools included progress indicators, real-time pricing, and early email capture - simplifying the process while improving transparency and conversion potential. Both At-Need and Pre-Need tools were tested for clarity and ease of use.

Final Design

The final designs offered a clear, structured experience tailored to each journey. Eight key pages were redesigned with improved hierarchy, simplified layouts, and a more emotionally attuned tone. Key UI and accessibility issues were also addressed - such as contrast ratios, link styling, and content clarity.

Strategic recommendations were delivered alongside the design work, including next steps for visual refinement and WCAG compliance before development.

Impact

The redesign created a more intuitive, trustworthy experience for users navigating emotionally charged decisions. Clearer journeys, simplified quote tools, and improved messaging removed previous friction points.

The site was transformed into a research-backed, emotionally aware experience - designed not just to inform, but to support.

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FUNERALCARE

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UX & UI DESIGN

• FUNERALCARE • UX & UI DESIGN

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