Mortie

PRODUCT, DESIGN, STRATEGY, BRANDING

Mortie is a business concept I explored while getting my MBA. Mortie started as an end of life planning tool that would guide users through the process for themselves or their loved ones. As I conducted user interviews, I came to learn there was a barrier to planning that even a well-branded, humorous tool could not surmount. My research also led me to learn that there was a lot more to plan in life than just end of life care and people were putting much of it off.

So Mortie evolved and became a life planning app. The digital product—on desktop and mobile (desktop below, feel free to reach out to see the mobile version!)—guided users through planning various major life milestones, from getting a prenup to life insurance all the way through end of life planning.

I conducted nearly 100 user interviews, built out a clear persona of my target early adopter, designed the product using Sketch and InVision, and even pitched the concept to venture capital investors before deciding to put the project on pause.