My friends call me Shroo
My friends call me Shroo
willing-01.png

Willing

 
 
 

Creating a legally valid Last Will and Testament online in minutes

We redesigned Willing's onboarding process to reduce friction as first-time users build their estate plans. We tested and implemented strategies to engage, educate, and guide users to the right solutions for them.

UX DESIGN DIRECTOR, 2015-2016

 
 

In November 2016, we created a responsive paywall for Willling featuring value propostiions with payment plans and FAQ

 
 

OBJECTIVE

Willing engaged Doberman, while at Y Combinator, to redesign their first-time user experience to reduce friction and increase user acquisition. A year later, we were again tasked to create strategies for user guidance and payment.

 
 
We introduced a 2 column layout for desktop, where instructions and navigation were on the left and the work to be done was on the right

We introduced a 2 column layout for desktop, where instructions and navigation were on the left and the work to be done was on the right

 

Approach

We used 2-3 week design sprints to identify and solve for problems identified by the product team or surfaced through research. Using analytics, we understood where the moments of friction occurred and we designed, tested and iterated solutions.

Results

In 2015, we introduced approachable iconography to help users better understand complex legal provisions. In 2016, we streamlined Willing's offering and created deliberate pauses within the flow to help users fully understand the weight of what they were accomplishing.

 
A deliverable at the end of a sprint introducing tools for navigation and progress. We delivered layered Sketch files with included documentation to the developers to build

A deliverable at the end of a sprint introducing tools for navigation and progress. We delivered layered Sketch files with included documentation to the developers to build

 

To solve for users going through steps too quickly and not understanding what they had done, we added interstitial pause moments where users saw the work being done behind the scenes

 
We created a system to validate inputs each user entered from simple form validation to more complex indicators that a user's legal wishes were incomplete

We created a system to validate inputs each user entered from simple form validation to more complex indicators that a user's legal wishes were incomplete

 

We created a precise styleguide on how to use and implement design elements, including typography, color, iconagraphy, UI controls and responsive behaviors

 

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