Bare Website
Creating the next level online experience for the funeral industry in Australia.
A quick walkthrough of the new Bare homepage design
Overview
Bare offers high-quality cremation, funeral, and memorial services to Australians through an online platform and simplifies the process for families via an intuitive website and dashboard.
One of the business goals was to create a simple, intuitive, and modern website to connect potential clients with arrangers by generating more calls. The website also aimed to showcase how the online process of arranging a cremation works and to help clients connect with the team.
A quick snapshot of the updated Bare homepage, highlighting its modern design.
The Problem
As of March 2022, the current website followed the old brand guidelines and required a revamp to maintain consistency across all products and align with the new brand identity. Additionally, the company aimed to enhance user engagement and increase brand awareness through more strategic calls to action, ultimately driving higher sales.
Screenshot of the Bare website homepage, captured in March 2022, prior to the brand revamp.
Discover
The Discover phase of the Bare website revamp focused on aligning the site with the new brand identity while ensuring a clean, intuitive, and user-friendly experience for Australians over 50.
To understand user needs, I gathered insights from arrangers who work closely with customers, revealing that most users are seniors who require clear instructions, straightforward navigation, and large, easy-to-read text. Metrics showed a 60% desktop and 40% mobile split, emphasizing the importance of optimizing for both.
These findings shaped the design approach, prioritizing a conventional menu, clear information hierarchy, and intuitive call-to-actions. One key challenge was balancing simplicity with usability, avoiding overly innovative design choices while ensuring a modern, comfortable experience for older users.
Persona Map created using Figma Jam. You can view it here: https://shorturl.at/U6S6g
Emphasize
Based on interviews and meetings with the arranger team (arrangers who deal with the main user daily) I have created a persona and journey map to better understand the main user and their pain points. This helped me to empathize and make some designs choices.
Screenshot of the Journey Map created in Figma Jam, illustrating the user's journey through the website. Check it out here: https://shorturl.at/iMAPz
Ideate
I designed a high-quality prototype on Figma, collaborating closely with the product team, team manager, and the owner of Bare. Together, we tested the navigation, content, copy, and overall look and feel to ensure a seamless user experience.
Through multiple iterations and feedback sessions, I refined the design to align with both user needs and business goals. The final version was then delivered to the developer, who built it on Webflow.
Project Overview
Prototype
I designed the website using a structured design system in Figma, ensuring consistency and scalability. Each element was created as a component with variants, allowing flexibility for different use cases while maintaining a unified design.
The result is a clean and intuitive website designed to be easy to use for both seniors and general users. By prioritizing the needs of senior users, the navigation became more straightforward and accessible, benefiting all visitors. Information is displayed clearly and efficiently throughout the site, ensuring a seamless browsing experience. The impact of these improvements is reflected in the metrics, conversion rates have increased by 60% compared to the previous design, and 90% of users are returning to the website, demonstrating higher engagement and usability.
Figma prototype of the website. Explore the live prototype here: [https://shorturl.at/NBdfj
The Result
This project reinforced the critical role of a design system in maintaining consistency and efficiency. While I understood their importance conceptually, seeing the real impact firsthand was invaluable. As the project expanded, requiring new pages and sections daily, the design system streamlined the process, ensuring a cohesive experience while accelerating implementation.
Beyond the technical learnings, this project was especially meaningful as it allowed me to create a user-friendly experience for people navigating a difficult time, helping them find answers with ease.
Figma prototype of the website. Explore the live prototype here: [https://shorturl.at/NBdfj
Reflections
This project reinforced the critical role of a design system in maintaining consistency and efficiency. While I understood their importance conceptually, seeing the real impact firsthand was invaluable. As the project expanded, requiring new pages and sections daily, the design system streamlined the process, ensuring a cohesive experience while accelerating implementation.
Beyond the technical learnings, this project was especially meaningful as it allowed me to create a user-friendly experience for people navigating a difficult time, helping them find answers with ease.
