— July 2023

Product Design, UX Strategy, Graphic Design, lllustration

Roles:

Product Design

UX Strategy

Graphic Design

Deliverables:

Brand Identity

Pitch Deck

Website

Web App

Prelude

Gitwit, a dynamic company specializing in innovative ventures, undertook a transformative journey with its latest project—a strategic entry into the funeral home industry. Recognizing the sector's vast size, fragmentation, and the ongoing winds of change, Gitwit seized the opportunity to revolutionize the funeral home industry. Despite its significant magnitude, the industry was identified as technologically lagging and burdened by rent-seeking intermediaries. Gitwit embarked on a mission to identify a substantial problem and, upon discovery, craft a solution that would genuinely resonate with users.

Objective and Strategy:

Gitwit aimed to establish a brand that embodied the spirit and language of "Prelude," signaling a serious commitment to revolutionizing the funeral market. The creation of a brand identity was complemented by a compelling pitch deck designed to capture the attention of potential venture investors. These materials were strategically aligned to position Prelude as an innovative and distinctive personality in the funeral space.

Solution:

The core focus of Gitwit's strategy was to develop a tool empowering funeral directors and industry employees to become personable consultants rather than mere salespersons. Through a lens of empathy and a carefully crafted tone, Gitwit guided users through a step-by-step Socratic process, shaping a funeral plan that honored the individual and their loved ones. This unique approach delved into the core of the individual's "why," fostering a narrative that facilitated open and meaningful conversations often avoided due to the sensitive nature of the moment. By unlocking the individual's motivations, the tool facilitated a dialogue between planner and client that unearthed opportunities previously unconsidered. The design of a narrated interface shifted the focus from the moment of passing to helping funeral directors fulfill the desires of individuals for their loved ones, assisting in the grieving process. The experience culminated in a personalized farewell letter crafted from the individual's answers and preferences, reinforcing the role of funeral directors as creators of a person's memorial rather than sellers of insurance policies.

Outcome:

The impact of Prelude became evident when presented to potential clients, revealing a clear gap in their planning processes. Funeral directors across the Midwestern area resonated with Prelude's mission, recognizing the deficiencies in their existing practices. The Prelude planning process garnered positive reception, leading to a significant improvement in policies among participating funeral practices. This positive transformation demonstrated that Prelude was not only fostering empathetic conversations but also assisting funeral directors in maintaining the viability of their practices. In essence, Prelude succeeded in bridging the gap and ensuring a balance between empathy and business sustainability for funeral directors in the Midwestern region.

Always seeking new collaborative opportunities.

Hailey Caldwell - Multidisclipinary Designer & Artist based in Tulsa, OK

+4053854277