about






Better Place Forests


Designing a Gentle Path Toward a Difficult Decision



Overview
Better Place Forests helps people create sustainable, meaningful memorials by protecting beautiful forest land instead of using traditional cemeteries. The challenge was to design a digital experience that communicates empathy, trust, and clarity during a sensitive emotional journey.

This case study focuses on improving the UX flow and visual storytelling of Better Place Forests’ digital platform, ensuring the experience feels as peaceful and guided as the forest itself.


The Challenge

Many users arrive at the site during a deeply emotional time. The existing design presented information logically but lacked emotional scaffolding. The combination of tone, flow, and clarity helps users feel reassured and informed, not overwhelmed.

Key Pain Points:
  • Users struggled to understand the memorial process in clear steps.
  • Emotional tone varied between marketing and compassion, creating dissonance.
  • CTAs were informative but didn’t reflect the brand’s emotional mission.
  • Information architecture mixed education and conversion, leading to drop-offs mid-flow.

Goals

  1. Create an emotionally intelligent user journey while enabling us with the information to best support the user.
  2. Clarify each decision step: Learn → Choose → Customize → Connect.
  3. Support both pre-planners and those facing immediate memorial needs.
  4. Reinforce trust through design, imagery, and tone of voice.


Approach:
  • Analyzed user feedback based on personas and session patterns.
  • Reviewed competitor experiences in end-of-life planning and conservation.
  • Conducted heuristic evaluations on clarity, accessibility, and emotional tone.


User persona needs & pain points



Findings:
  • Visitors spend most time exploring the “Forest” and “How It Works” sections indicating that emotional reassurance matters more than speed.
  • Transparency about pricing and process improves user trust and completion rates.
  • Photography and nature imagery have the strongest emotional impact but must be paired with gentle, clear copy.



UX Strategy

I restructured the journey around four emotional stages:
  1. Awareness (Comfort): Present the mission through calm imagery and clear messaging.
  2. Exploration (Understanding): Help users explore forest options intuitively.
  3. Decision (Trust): Guide them gently through selecting a forest and tree.
  4. Connection (Belonging): Offer resources and community support after purchase.

This journey translated into the following UX/UI flow: 
Landing → Choose Forest → Choose Tree → Customize & Plan → Payment → Dashboard → Visit & Support

Each stage was designed with consistent tone, transparent guidance, and emotional balance.




UI Design Principles
  • Serene Visual Language: A palette of natural greens and earth tones with soft gradients inspired by sunlight through leaves.
  • Humanized CTAs: “Find your forest” → “Begin your journey” to reflect emotional alignment.
  • Micro-interactions: Subtle animations and progress cues to reduce friction.
  • Accessibility: Ensured high color contrast, clear labeling, and navigable forms for all audiences.




Each section includes rationale for product offering:
  • Landing Page → Sets emotional tone with a strong mission statement and CTA.
  • Forest Selection → Interactive map for intuitive exploration.
  • Tree Detail → Personal connection through images, pricing transparency, and guidance.
  • Customization → Step-by-step process for adding loved ones or ceremonies.
  • Account Dashboard → Continues relationship post-purchase via visit scheduling and support.


Results & Learnings
  • Increased user clarity around process (measured by reduced support inquiries).
  • Higher engagement with educational sections before purchase.
  • Improved brand perception. The digital tone now mirrors the serenity of the in-person experience.


Key Takeaway:
Designing for grief and remembrance requires restraint. UX should hold space, not push. The best digital experiences for emotional products are the ones that quietly guide, inform, and comfort.

This project challenged me to think beyond usability and to design for emotional intelligence. Better Place Forests’ digital transformation demonstrates how UX can respect sensitivity while maintaining clarity and conversion strength.