Simple & elegant tools for including community when a loved one passes.

Homepage design for Wonderful Life

Starting October 5, I contracted to design the first version of the product.

We built and shipped an MVP in less than 3 weeks. The team is seeing a steady increase in users every day via SEM.

My contributions include brand design, and UX, UI, visual design, and design systems.

I also helped code most of the interfaces in the mocks below.


Wonderful Life will be the best way to plan and manage all aspects of the funeral process.

Initial problem

Help grieving families announce the passing of a loved one.

MVP solution

Users can create a single memorial website with a profile for the deceased, an obituary, a note from the family, and funeral details.

Brand and layout refresh

Starting this contract, I had little time for exploring visual design or brand. Having shipped the MVP, I made time to improve the logotype and visual design language.

Starting with the homepage

Introducing the white header and removing the black outline on the computer opened up the design, and the smaller fonts no longer compete with the graphic.

MVP Homepage design Homepage design for Wonderful Life

Improving the entire app

A wider grid and a fresh primary and secondary nav do a lot to make the app feel more modern.

Logotype design

The leaf mark is a subtle nod to the tree of life. I chose a leaf  because it is a familiar and calming icon from the natural world, and a reminder that those leaves fall from the tree, the tree lives on. The logotype is based on Montserrat Regular with custom letter spacing.

Dark and light versions of the Wonderful Life logo

Receiving invites

Most visitors receive invites on mobile and visit the responsive version of the memorial website.

Wonderful Life email invitation
Wonderful Life memorial website on mobile
Fully responsive

Wonderful Life is well-designed no matter what device you’re on
Responsive emails

Our email template use media queries to ensure readability on mobile.

MVP: Creating a memorial

Most users find the site by searching a variation of “obituary template”. The first iteration was a multi-step flow (although, most info after the first step was optional).

Improving conversion

This new version reduces the onboarding flow to one page with the rest of the steps offered after sign up. The initial MVP was designed to be a transparent, easy, step-by-step process, that gives users the info they need and doesn’t require more than they want to give.

However, we learned that “information as needed” is a better approach.


The MVP had a multi-step flow. Although most info was optional, there was an opportunity to increase onboarding completion.

Original design of Wonderful Life memorial creation New design for creating a memorial site on Wonderful Life

We removed all optional steps and reduced the site creation to one page. We’re shipping November 2017.

The revised creation flow

Funeral events and a personal note are now options available after sign up.

Invites & RSVPs

We built a custom email template and an RSVP dashboard to track attendance for each event related to the funeral. Current tools (Facebook, WhatsApp, Messenger, SMS, email) are haphazard when it comes to managing funeral event attendance.