mymoria

Designing for Vulnerability

At mymoria.de, I worked as a UI/UX Designer to help shape a new kind of digital experience — one that supports people during one of life’s most sensitive moments: saying goodbye. From the start, my goal was to translate emotional complexity into digital clarity. I developed an empathetic design approach centered on calmness, orientation, and intuitive flow — ensuring that even the hardest decisions could be made with a sense of guidance and dignity.

At mymoria, I was the sole UI/UX designer embedded in an agile, cross-functional team setup.

Collaboration:
I worked closely with the Product Owner, a Scrum team of 3–4 developers, and the executive team.
Additionally, I maintained direct communication with Customer Support and Marketing to integrate both user feedback and brand perspective into the design process.

Decision-making:
UX decisions were based on a mix of user insights, analytical KPIs (e.g. conversion rates, drop-offs), and technical feasibility discussed with the development team.
I visualized proposals through interactive prototypes and UI previews, and presented them in short review cycles.
Decisions were aligned and implemented within bi-weekly sprints.

My role in the design process:
I owned the entire UI/UX workflow – from UX audits, user flow optimization, and wireframing to high-fidelity UI design and the development of a scalable design system.
The visual tone and emotional resonance of the experience were fully within my responsibility.

Listening First: Insights from the Grieving

One of the most complex and meaningful challenges I’ve worked on was reducing funnel drop-off for mymoria, a B2C SaaS platform offering digital end-of-life services. The emotional context made it clear early on: this wasn’t just about usability. It was about trust, pacing, and how to design for people navigating grief, uncertainty, and practical decisions — often simultaneously.

Initial analytics highlighted two critical friction points:
• A 34 % drop-off in the first 3 steps of the onboarding flow
• A sharp exit spike when prompting users to contact an advisor

Ironically, users were disengaging precisely where support was most needed. We knew this wasn’t a surface-level problem — and began treating the product not just as a service, but as a companion.

Building the Experience Step by Step

We began with qualitative interviews: speaking to people who had recently planned funerals — for others or for themselves. Using affinity mapping, tone audits, and a severity-based prioritization model, we uncovered a spectrum of user needs: clarity, emotional safety, and above all, a sense of control in a moment that often feels disempowering.

From these insights, I defined actionable UX goals across the flow:
• Reduce cognitive load in early steps
• Reframe decision points as optional, not urgent
• Build moments of orientation and gentle feedback into the UI

This wasn’t just about fixing UI — it was about creating a product logic that respects emotional readiness while guiding progression.

A New Emotional UI Language

We translated these principles into a modular planning tool, structured as a linear flow with flexible pacing. The MVP allowed users to:
• Create a offer/profile
• Define key ceremony elements (music, tone, location)
• Save, pause, or hand over plans to advisors at any point

I designed the interface to balance clarity and softness:
• Microcopy focused on tone, transparency, and safety
• Visual pacing supported emotional rhythm — with calm color logic and minimal motion
• All screens were optimized for mobile-first use in a highly personal setting

We released the new flow incrementally and tracked impact:
✅ Early funnel drop-off reduced by 11.6 %
✅ Advisor contact rate increased by 9.3 %
✅ NPS improved in follow-up surveys among users who completed the plan digitally

More importantly, we created an experience that met users where they were — in a moment that called not just for design, but for care.

Check out the final product here.

Content with Purpose: Redesigning the Article Experience

A second key challenge at mymoria was redesigning the article section — one of the most visited areas of the platform and often the very first touchpoint

for users engaging with the topic of death and planning. These articles weren’t just SEO content. They were moments of orientation, often accessed in emotionally charged situations.

We wanted to treat content as experience — and design a reading flow that built clarity, trust, and connection without pressure.

What We Found

Using heatmap analysis, scroll-depth tracking, and entry-exit funnel mapping, we uncovered a few key insights:

Article engagement was high (avg. time on page: 3:40), but
Contextual conversion was low (<3 %), and
Click-throughs to planning tools or advisors peaked only when users were actively reassured

In short: users were willing to read — but the experience didn’t invite the next step. We weren’t losing traffic. We were missing trust transitions.

What We Changed

We redesigned the entire article system as a soft, modular content environment that respected emotional context while still supporting conversion.

I led the redesign of:
• Typography & spacing for calm, accessible reading on all screen sizes
• Visual pacing to reduce fatigue and over-scanning
• Contextual CTA logic — no more popups or early prompts; instead, CTAs appear after trust has been built
• Embedded design patterns for cross-navigation (related articles, help options, chat agents)

We also prototyped and tested multiple CTA styles — from persistent to adaptive — and used A/B testing to identify versions that felt natural, not transactional.

What We Achieved

Reduced bounce rate on top content pages by 14.2 %
Increased soft-conversion actions (e.g. contact requests from content pages) by ~8.5 %
Improved NPS for first-time users entering via article pages
Established a reusable layout system for SEO & editorial content with minimal design/development overhead

The result: a content experience that reads like support, not sales — and converts by earning the next step, not pushing for it.. To experience it you can click here.

mymoria

Get in touch