Estate Planning Web Redesign Legacy Lens™

Project Overview

Legacy Lens™ is a digital estate planning platform with a strong mission: to make legacy planning easier, clearer, and more human. However, the previous website felt overly technical and legalistic it failed to convey empathy, accessibility, or trust. The user journey was scattered, and the mobile experience suffered from poor responsiveness, which led to low conversions.

Solution

I led a complete redesign using a human-centered clarity design approach focusing on accessibility, emotional trust, and a simplified information flow.

Key steps I took:

1. User Understanding

   • Identified the target users: adults aged 30–55, seeking to prepare their legacy but often overwhelmed by legal complexity.

   • Shifted the visual tone from rigid and formal to warm, approachable, and supportive.

2. Simplified Journey & Clear CTAs

   • Introduced a 3-minute quiz as an entry point to reduce friction.

   • Designed a progressive results flow with personalized guidance helping users take action without feeling overwhelmed.

3. Content & Layout Overhaul

   • Structured the offering into 7 essential legacy dimensions, using clear visuals and intuitive copy.

   • Added testimonials, expert sections, and soft onboarding to build emotional connection.

4. Mobile-First Optimization

   • Rebuilt the mobile layout to preserve information hierarchy, CTA visibility, and content readability tailored to users on-the-go.

Key Features in the Final Design

• Powerful hero section: “Gain Clarity. Protect Your Legacy.”

• 3-minute quiz CTA: “Get My Legacy Score” as a key user driver

• Visual breakdown of 7 essential planning areas (beyond just documents)

• Attorney directory with filters and “Book a Call” buttons

• User testimonials to build credibility and trust

• Supportive secondary CTA in the footer gently guiding the user to act

Impact & Outcome

• The redesigned layout improved user clarity and emotional engagement

• Short quiz boosted onboarding over 50% of users completed it under 3 minutes

• Mobile bounce rate significantly decreased due to better structure and visual flow

• The brand now feels more trustworthy, human, and emotionally aligned with user needs

Insight:

This project reinforced how thoughtful UX can bridge the gap between emotionally sensitive topics (like estate planning) and complex legal processes. Clarity builds trust especially when it’s personal.