Natura is an innovative online platform dedicated to providing eco-friendly funeral planning services, including cremation and aquamation. With the increasing demand for sustainable and environmentally conscious options in the funeral industry, Natura sought to enhance its digital presence to better serve its users. The platform's primary goal was to offer a seamless, respectful, and intuitive user experience for individuals planning eco-friendly funerals.
Tools: Adobe XD
1. Ease of Use: Ensure the platform is simple to navigate for users of all technological backgrounds.
2. Empathy: Incorporate design elements that convey empathy, support, and respect.
3. Customization: Allow users to personalize their funeral arrangements according to cultural, religious, and personal preferences.
The Challenges
The original Natura website had an outdated design and a complex user interface that made it difficult for users to navigate through the various services offered. The platform required a redesign to improve usability, accessibility, and overall user experience, while also conveying the brand’s commitment to sustainability.
Emotional Sensitivity: Designing a platform that addresses the sensitive nature of funeral planning without overwhelming or upsetting users.
Ensuring the design was intuitive for users of all ages and tech-savviness.
Complexity of Choices: Offering a range of customizable options without making the platform feel cluttered or overwhelming.
Approach
Given the sensitive nature of the services offered by Natura, the redesign process focused on empathy and clarity. The redesign strategy was user-centered, emphasizing straightforward navigation, clear information hierarchy, and a calming aesthetic aligned with the brand's eco-friendly mission.
Research & Discovery:
UI Design
Moved directly to the mockup phase, skipping wireframes to expedite the process. This allowed for rapid iteration and stakeholder feedback.
1. Focused on creating a clean, minimalistic design with natural color palettes and serene imagery to evoke a sense of peace and comfort.
2. Introduced modern typography and iconography to enhance readability and accessibility across all devices.
3. Designed a streamlined navigation system to guide users through the planning process effortlessly, ensuring key services like cremation, aquamation, and eco-friendly funeral options were easily accessible.
Prototyping & Testing:
Created interactive prototypes in Figma and Adobe XD to test the user flow and gather feedback from stakeholders.
Conclusion
The Natura redesign project showcased the importance of empathy in UI design, especially for platforms dealing with sensitive and personal matters. By prioritizing user needs and focusing on a clean, calming aesthetic, the new design successfully enhanced the user experience while aligning with Natura’s mission of providing eco-friendly funeral planning services.This project not only improved the platform’s functionality but also reinforced the brand’s position as a leader in sustainable funeral services.
UX/UI Designer, Graphic Designer, Frequent Photographer and Mountain Climber
daynahogle@gmail.com
Copyright Dayna Hogle 2023. All Right Reserved.
