Everplans
Design, product concepting, strategy
I joined Everplans to lead design, refresh and evolve the brand for new demographics, and integrate content guidance into the app.
Role: Creative + product design lead, strategist
When I joined Everplans, the brand was primarily focused on end-of-life and with a target demographic that leaned older. The vision was to reach new audiences, expand categories covered from a guidance and structural perspective, and continue to empower users to get organized.
Throughout the course of my tenure, I also took on a brand refresh and redesign planning amidst the team navigating tricky shifting priorities. While we didn’t get to roll everything out before the acquisition, we achieved a lot for a small team.
This also included bringing Everplans’ signature editorial guidance to the web and iOS apps along with new features and functionality like the Everplans Score, making incremental updates, planning for the larger redesign, rolling out a website redesign and V1 redesign on the web app, and lots of design clean-up and exploration.
Everplans was acquired in October 2024.
Dashboard redesign
I led a dashboard redesign that introduced The Everplans Score, a new feature aimed at increasing user engagement and enhancing the overall experience by directly measuring user standing.
Impact goal: Increase engagement
Visual goal: Bring a new look & feel to the web app as part of a larger tiered redesign plan
For V1 and to accommodate dev constraints + business deadlines of the score rollout, the executive team picked the redesign version on the right below. The left shows the previous dashboard used before I joined and until V1 rollout.
Guidance integration: Web app
When I joined Everplans in 2021, I saw a significant opportunity to integrate the brand's extensive editorial content with its digital vault. This combination aimed to truly empower users to get organized and stay that way. I strongly advocated for this initiative and successfully brought it to fruition.
Additionally, I strategized, designed, and helped implement a new user-facing score intended to function like a credit score but for assessing organizational standing. This was complemented by a new user guidance program, as outlined below.
Guidance integration: iOS app
Working through numerous barriers with the engineering team and changes from initial conception, this is an example of the beta of the first mission I created using the existing iOS forms library and combining elements of the flow.
Integrated partner app
As partnerships ramped up, we explored several avenues of app integrations, new apps, and other partnership opportunities. Below is the combined grief app concept, used in sales and investment decks as well as in partnership build out and final acquisition.
Color exploration
As part of my proposed brand refresh and redesign, I advocated for new brand colors and the establishment of cross-platform consistency. This change involved transitioning the primary brand color from a muted "tech blue" to a deep, rich indigo. Numerous workshops and explorations were conducted, and below is an example of a small part of that process.
Marketing assets + brand initiatives
As part of my tenure at Everplans, I also worked on brand and marketing initiatives. You can find more on those here.
