Sage & Grace

Sage & Grace is a website and concierge service that educates and empowers grieving families to be better prepared, and more affordably navigate the funeral planning process. As a designer on UX team, I conducted user discovery to understand needs of primary users and translate these findings into low fidelity wireframes.

  • Client: Sage & Grace
  • Duration: September - December 2016 (11 weeks)
  • Team Size: 5 members
  • Skills: User Research, Content Strategy, Interaction Design

My Role

Through projects facilitated by infoLab, I worked as a designer on a UX team with the client Sage & Grace. I contributed to all stages of the process.However, I am most proud of my involvement in conducting contextual interviews, user journey mapping, and brainstorming ideas for content strategy.

Design Process

In our first client meeting we discussed the deliverables, short-term goals and long-term vision for the business. We dived into this project by taking a user-centered design approach.

Background Research   →   User Research   →   Sketches and Wireframes   →   Interactive Prototype

Researching about funerals Contextual Interviews Redefine Problem Paper Sketches Visual Design
Visit a funeral home Survey Content Strategy Low fidelity wireframing High fidelity prototyping
Competitive Analysis User Personas
User Journey Mapping

The bolded steps of the design process indicate that I was actively involved in it.

Background Research

As most of the team wasn’t from the States, we did some research to familiarize ourselves with different terminologies associated with funerals, specifically in the context of US. Some members of the team visited a funeral home to understand their duties, service offerings and pricing. Other members and I did a competitive analysis to study similar services and their USPs.

brainstorming session

User Research

One of the primary goals of this project was to define the primary users of a funeral planning website and prioritize their needs. We conducted 6 contextual interviews, with the intention of finding the complexities and frustrations when planning a funeral. We surveyed people to understand their priorities and concerns when finding a funeral home. Based on this information, a couple team members and I created user profiles to capture the needs and motivations of different primary users.

Rescoping the Project

After synthesizing the user information, we scoped our project to address the question
“How might we find a trustworthy and simple way to help novices conquer the complexity in finding a suitable funeral home?”

This scope led us to focus on two aspects of the website:

brainstorming session

I worked on the workflow for onboarding new users and educating them about funeral planning service.I created low fidelity mock ups to reflect contrasting ideas around its content strategy. However, after further discussing it with the client this scope was removed due to lack of lack of user data and less clarity about product strategy.

Design Decisions

We created an interactive high-fidelity prototype designed using user discovery data. Below are the screenshots of the wireframes that outline some design decisions based on our user research.

design decisions slide 1
design decisions slide 2
design decisions slide 3
design decisions slide 4
design decisions slide 5


The client was very appreciate of our work and found it extremely useful. She used our research and wireframes as a framework to build the website for Sage & Grace. Our user research helped her decide on the go-to-market strategy in launching her service.

Reflections and Takeaways