Simplifying estate planning by making “Last Will and Testament” creation clear, guided, and legally compliant from start to finish. From brand creation to final produuct.

ATTRIBUTION NOTE: The 3D character models used in this project were purchased by the client via Creative Market and were licensed for use exclusively within this project; ownership and licensing sit with the client.

My objectives focused on:

• Designing a hand-holding, step-by-step Will creation flow

• Educating users about estate planning without legal jargon

• Reducing drop-off through clear structure and progress visibility

• Creating a dashboard experience that encouraged return usage over time

Research facilitated by P45

Discovery & Design Sprint activities included:

• 'How Might We' exercises to frame engagement, education, and revenue challenges were facilitated by P45

• Business Model Canvas to define value proposition, users, and unfair advantage

• Persona development to understand layman knowledge gaps around estate planning

• Mapping the full end-to-end user journey from awareness to lifetime usage

• Lightning demos to identify effective dashboard and navigation patterns

• Competitive and adjacent-product review, with Clearscore.com informing dashboard structure and clarity

Outcome 01

Structuring a complex legal process into an intuitive journey

The Will creation process was broken into clearly defined, digestible sections that could be completed progressively and revisited over time. Rather than treating Will creation as a one-off task, the platform framed it as an evolving record of the user’s legacy.

Core structure:

• Me & My People
  Profile and family information

• My Assets & Investments
  Financial and physical assets

• My Wishes & Testament
  Legal instructions and allocations

• My Finished Will
  Downloadable and editable document

• My Deal Zone
  Separate space for QuickClaim insurance decisions

This compartmentalisation reduced overwhelm, increased completion rates, and supported long-term storage and access.

Outcome 02

Educating users without increasing cognitive load

A major challenge was simplifying legal concepts without losing legal meaning. The platform introduced education contextually, at the moment decisions were required, rather than front-loading explanations.

Key principles applied:

• Clean, minimal dashboards

• Plain-language explanations aligned to each step

• Visual hierarchy that prioritised action and understanding

• No legal jargon without explanation

• Clear progress indicators to prevent users feeling lost

This approach helped users understand why decisions mattered, not just what they were doing.

Outcome 03

Long-term engagement and platform value

The platform was designed to encourage users to remain active for 6–12 months or longer, even without purchasing cover. By storing vital legacy information indefinitely, DigiWill positioned itself as a persistent personal dashboard rather than a disposable utility.

Additional opportunities identified included:

• White-labelling the platform with Shackleton’s attorney network

• Offering DigiWill as an executor option where immediate appointment was needed

• Expanding into Phase 2: Legacy of Life

Outcomes

1. A combined ~$50bn added to estate legacies through the platform

2. Successful Phase 1 launch from brand to live web app

3. Clear value proposition for both consumers and the client

4. Strong foundation for long-term retention and product expansion

5. The DigiWill product was eventually sold for an undisclosed amount

   
   

Conclusion

DigiWill launched as a new digital product that successfully translated a traditionally complex, intimidating process into a clear, educational, and approachable experience.

The Phase 1 solution addressed the core challenges identified during the Design Sprint by delivering a platform that allowed users to confidently generate and download a Will, understand estate implications, and optionally choose insurance cover within a coherent and trusted ecosystem.

The result was a product with strong perceived value, measurable impact, and a scalable foundation for future growth.