A funeral planner that feels human, not clinical
A web app for Dignity's pre-paid funeral plans, so customers, call centres and branches can build and buy a personal plan in one journey.
- Sector
- Funeral services and funeral plans
Results
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No. 1
funeral plan on MoneySavingExpert, eight months after launch
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74
Net Promoter Score for the new plan
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350%
more plans bought
The situation
Two centuries of funeral care, and a new plan to launch
Dignity has looked after funerals in the UK since 1812. In 2021 it set out to launch a new pre-paid funeral plan, and wanted digital and the customer at the centre of it, rather than another traditional, paper-led product.
What needed to change
Plans that leaned on paperwork and phone calls
Buying a funeral plan wasn't joined up across Dignity's channels, and too much of it relied on manual work by the funeral directors in its branches. Customers needed a calm, simple way to plan at a sensitive moment, and whatever we built had to meet the compliance rules for selling funeral plans.
What we did
A planner that feels personal, and works in every channel
We started with journey and service mapping and workshops with Dignity's teams, to understand how people plan a funeral and what compliance required. Then we designed a web app that takes customers step by step through their wishes, from the service and the music to the coffin and the crematorium, with space to say more where they want to, and gives them their plan as a PDF. The design deliberately avoids the cold, clinical feel common in the industry.
The same app lets Dignity's call centres and branches build and buy plans on a customer's behalf. Behind it, we worked alongside Dignity's own developers to connect it to their phone system and in-house CRM.
What changed
One journey, online, by phone and in branch
Dignity now sells its funeral plan through one journey, whether customers plan online, over the phone or in a branch, with far less manual work for its funeral directors. We've kept working with Dignity since launch, on paid search and social campaigns that bring people to the plan.
Eight months after launch, MoneySavingExpert voted it the top-rated funeral plan on the market, and it has a Net Promoter Score of 74.
What the client says
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The user experience and overall design are over and above what we could have hoped for. Not only has the product already achieved an NPS score of 74, but it was recently voted the top-rated funeral plan product on the market by Money Saving Expert, just 8 months post-launch.
Charlotte O'Shea
CMO, Dignity
