Memorial Cards
UX Design: Case Study 1
UX Design: Case Study 1
Introduction
A personalised memorial card website that allows users to create and order customised memorial cards for their loved ones who have passed away. The website aims to provide a simple and intuitive user experience that helps users to create meaningful and personalised card designs.
Problem Statement
Users who are looking to create memorial cards for their loved ones often struggle to find a website that offers a simple and intuitive user experience. Many websites in this space are outdated, fail to provide modern designs and operate a seamless order process. As such, special care was emphasised for customisation of graphics, poems and any alterations to supplied photos.
Goals
- Engage users with a user-friendly interface for designing and ordering personalised memorial cards.
- Ensure the process of ordering cards is as simple and intuitive as possible, providing personal touches in both the card designs and customer support.
- Provide users with a variety of themes and designs ranging from contemporary, nature, religious or entirely bespoke based on specified criteria.
Target Audience
The target audience for this website is people who are grieving the loss of a loved one and are looking to create a personalised memorial card in their memory.
Research
To better understand the needs and preferences of the target audience, a competitive analysis, SERP analysis and usability testing. The following key insights were identified:
- The ordering process should be simple and easy to navigate for users of all skill levels
- Array of options without overwhelming visitors by limiting page display of themed graphics etc. Orders best conducted on a step by step basis, providing and editing personal details and photos.
- In-house Designers to meet requirements of any innovative , modern design request. Special emphasis on customisation options for the memorial cards, as they want the card to be a meaningful tribute to their loved ones.
- Competitive prices without skipping on quality
- Fast turnaround of orders
- Implement a useful Help / Advisory section based on commonly asked questions, further insight into the production and design process and other useful support materials. This is particularly useful for the older generation as they may have less experience using digital interfaces and may need additional guidance.
In order to comprehensively integrate diverse data sources, we developed an affinity diagram and a customer journey map. These tools were employed to enhance our understanding of our users’ experiences and pain points, which in turn informed the creation of a simple and intuitive design.
Design
Based on the research findings and utilising the customer journey map, a simple and intuitive design was initially wireframed and later prototyped at low fidelity. A vibrant but restrained theme was created based on these principals, utilising strong colour contrast practices when displaying card samples and form fields
Design
The user flow for creating a memorial card is as follows:
Choose a Template: Choose from a range of customisable templates reflecting different themes and moods.
Customise the Card: Provide personal details and insight visitors wish to include on the card (message, photos, poems and any other elements).
Optional Extras: Stationery and complimentary items such as Thank you cards, keyrings, personalised folders etc are available through the use of a “tick box” without the need to repeat previous steps as noted above.
Order the Card: Place product order and have the cards printed and delivered to their chosen address
Payment Process: Payment and personal details field
Automated and Personalised Email Marketing: Users receive an immediate confirmation of order.
Card Design & Refinement Preview: Draft design is supplied. Final edits and changes are applied before production begins.
Delivery Date: Upon approval of the supplied digital proof - a delivery of goods / dispatch email notice is issued.
Packaging:Customers receive a branded and customised parcel with a handwritten note thanking them for their custom. A personal touch in a time of difficulty.
Testing
Extensive usability testing was conducted on the website to ensure that users had a seamless experience. A diverse group of users were invited to perform a limited number of tasks related to purchasing cards, and were encouraged to provide feedback and personal insights throughout the process.
Using any website shouldn't be a frustrating experience - it should be easy and intuitive particularly when dealing with such a sensitive task as a memorial card. During testing, missteps or areas where users felt lost were noted and later updated accordingly.
First draft of low fidelity homepage that was used during usability testing
Early draft of card selection screen. During first usability test, it was found to contain too many options / unnecessary steps during the ordering process
Ordering Process screen. This screen required the most refinement due to the high volume of personal detail forms, requirement for specific instructions for the card and submission of photos.
Additional insights for future updates were noted and will be applied once necessary budget and time can be allocated to do so. These included a “trade account”, third party adverts for similar related services, photo restoration services, sponsored blog posts promoting local businesses for headstones, funeral homes etc, Create product page for personalised memorial graveside keepsakes.
Refined version of homepage, card selection and ordering screens
Refined version of homepage, card selection and ordering screens
A number of highly valuable insights / recommendations were discovered during the usability tests for expansion of services such as suppling complimentary keepsakes for graves, personalised folder to store memorial cards.
During SERP analysis, suggested topics for the help section were also refined and tested. These are listed as follows:
- Memorial & Memoriam Cards – All you need to know
- What information goes on a memorial card.
- Choosing photos for memorial cards – Tips and insight
- Competitive prices without skipping on quality
- Bereavement Supports and Services
While it was noted that user submitted reviews were useful for potential customers, development was sidelined due to influx of spam / abuse. Reviews were kept to a minimum on the homepage with plans to integrate more at a later date
High fidelity version of card selection and ordering screens
Conclusion
Creating a memorial cards website requires a sensitive approach and attention to detail.
Some of key takeaways we discovered were:
- Personalisation: Instead of treating the process as a typical eCommerce transaction, it was important to focus on building personalised communication with customers, implementing their ideas and suggestions, and refining the design until it captures the essence of their loved one. Additionally, providing photo restoration services where necessary can help to enhance the personal touch of the cards and create a more heartfelt tribute.
- Modern Design: Providing a range of modern design options to assist and inspire users. Encouraging insight about the deceased, their likes, dislikes, and personality traits. To ultimately create a card design that truly represents and celebrates their life.
- Attention to detail: An internal check sheet was created in order to minimise any minor
mistakes in draft designs such as spellings or personal details. In addition to this, an automated and personalised email notification system was developed using Monday.com to inform users of the various production stage(s).
In summary, a number of the most prominent platforms in this space appear with outdated designs and cumbersome ordering processes. Our solution prioritised addressing these concerns by offering robust customisation of graphics, poems, and photos effectively meeting their unique commemoration needs.
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