Guardian Angel – The User Experience
#deathtech
As the Founding Designer of Guardian Angel, I am entrusted with the responsibility of refining and launching innovative products. My role involves seamlessly harmonizing various elements to create a cohesive product line. Our mission is to assist customers in preparing for the inevitable and provide support to their loved ones in the aftermath of their passing.
Duration
June 2021 – Current
Tools Used
Figma
Canva
Adobe CC
PostHog
Notion
GSuite
Basecamp
Procreate
YouTrack
Roles & Responsibilities
Product Design
Project Management
UX Research & Testing
Management
Conceptual Work
Branding
Hiring
The challenges
To safeguard our primary revenue source, we strategically directed our efforts toward the continual refinement and perfection of our online wills and LPA products.
As the company expanded, we added more products, but they ended up operating in isolation rather than working together.
As we looked into creating comprehensive death planning bundles, we found some gaps in how users navigate the process.
The Optimal Approach: Redefining Solutions
Understanding what’s happening now & identifying the gaps in the UX.
Analysing and constructing a coherent flow within the Guardian Angel product ecosystem.
Detecting and rectifying back-end bugs and errors through comprehensive PostHog analysis of user engagement.
Seeking validation from past product owners to assess the current process and pinpoint significant gaps in the product universe.
Listening to our customers, partners and main domains in the company.
Conducting interviews with customers and charity partners to gather valuable feedback on their experiences.
Seeking validation from various company domains (sales, marketing, product, commercial, development, and investors) to identify gaps and pinpoint areas for improvement.
Grouping common patterns found in areas of improvement and strategically identifying their order of importance in alignment with Guardian Angel's overarching business goals.
Researching and redefining the UX, unifying the UI, and testing the changes.
Strategic product planning session with the engineering team to establish success metrics for both design and technology aspects.
Redefining, validating, and designing each flow using low-fidelity and high-fidelity variations, offering three slightly altered flows for testing.
After one month of going live, assessing conversion rates and error occurrences to refine both problem understanding and solution strategies.
Removing the visits and countless calls with lawyers and digitising the process so you can get your priorities in order in the comfort of your own home.
This product has been shortlisted for the Innovation and Transformation of the Year award (2023)
Online Will
Think credit score but for preparedness for death. We create guided bundles that measure metrics of having children, owning a home, and having pets to get you better prepared before you die.
BOW
This case study only covers a small part of what I’ve done at Guardian Angel.
If you would like to know or see more, let’s set up a call!
email me at eirielderoxas@gmail.com
