Dignity Funeral Plans Website
Rawnet
Dignity, a funeral-related service provider with a long and proud history dating back to 1812, needed a new website and brand.
The Brief
Rawnet partnered with Dignity to launch a new pre-need funeral plan product. The brief was to create a fresh and modernised take on a traditional funeral product. The needs of the customer and their requirements were to be at it’s core.
Objectives
The objectives were to provide a web app for customers to create and purchase funeral plans. The app was to be easy to use for it;s customers.
The app would also allow for the staff to develop and purchase funeral plans on the customer’s behalf to increase efficiency.
The Work
The key outcome of the app was to of course drive revenue. However Dignity wanted to keep their customers at the heart of the creative decisions made.
UX of the app and website
Design of the app
Design of the website
Project UX & Design
The project began with journey and service mapping to better understand the path of least resistance for the customer. From there the UX was created with high fidelity wireframes and later in the design phase; imagery aimed to humanise the brand. The design was such as to avoid a cold interface which is usually seen in the funeral or care industry. The design was created to be warm and have a feeling of comfort.
The product consists of a structured set of questions which have a counterpart in selectable options or open text boxes for the customer to answer with. These take the user on a journey to their ideal personalised funeral plan available in a PDF.
“The user experience and design are over and above what we could have hoped for.”
- Charlotte O’Shea, CMO Dignity PLC
The Campaign
Dignity's funeral plan product was voted the best in the market by Money Saving Expert, solidifying its position as an industry leader and the client was extremely happy with the design. The partnership drove unprecedented sales (350%*), surpassing what was thought possible.
*increase in plans purchased through Meta retargeting campaigns - 1st September 2023 - 31st Jan 2024 vs. 1st Apr 2023 - 31st July 2023
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