Fin. Home Funeral Services
The TaskRabbit of funeral services.
Have you ever thought about who’s going to give you your last shave? Who's going to put on your makeup the way you like it for the last time?
For decades, funeral homes have been taking over these responsibilities, making the funeral process impersonal. By reflecting on ancient death care practices and the modern death positive movement, I redesigned the funeral experience by creating a service called Fin. It connects a network of death doulas to families of the deceased, helping them care for their loved ones in the comfort of their home, making funerals more personal and accessible.
User Experience Strategy | Service Design | UI Design
Took walks around cemeteries and spoke to people of all ages about death
Downloaded an app called WeCroak that reminded me of death 5 times a day
Interviewed Funeral Directors and Home Funeral Guides
Cultural deep dive of funerals in various cultures
Artifacts - Opportunity map, Personas, Journey mapping, User testing
Death is dictated by dogma.
The major part of a typical funeral today is remarkably similar to one from 50 years ago. Yet, the average cost of a funeral is $8000.
THE HUMAN TRUTH
Death is natural but discussing it is not.
Death is probably the only rite of passage around which we have become so passive.
People are most likely to choose convenience and outsourcing because of their aversion to knowing and seeing too much.
THE CATEGORY TRUTH
Funeral homes disguise death instead of helping people process it.
Funeral homes are quick to whisk away the body before people have a chance to process the death. There, the body also gets washed and dressed for the last time by a stranger who has no idea about the life someone lived.
“Remember how Grandma was very conscious of her makeup, and then we went to the funeral home and we all took one look at her we were like NO! This isn’t right.” - Allison
The funeral process should be personal & accessible. It isn't.
Funeral Homes were only established during the Civil War in order to preserve the bodies of soldiers.
Before the Civil War, Americans cared for their dead at home and this process is now making a comeback.
The Death Positivity movement
An aging immigrant population
Spiritual > Religious
An increasing population of Death Doulas and Home Funeral Guides help people care for the dead
7.3 million people in the United States are 65 years and older and foreign-born
4 out of 10 older foreign-born were from Latin America; 3 out of 10 from Asia
Source - census.gov
Over 10% of Americans identify as Atheists and Religion agnostic
Americans may be getting less religious, but feelings of spirituality are on the rise
Source - vox.com
Pew Research Center
Fin. is an organization that assists families to care for their loved one's after death by having their funeral in the comfort of their home. The family is more involved and the experience is argued to be far more personal, and accessible.
THE BUSINESS MODEL
Fin. will have a two-sided marketplace with death doulas and home funeral guides on one side and the families on the other.
There is no organization that employs Home Funeral Guides so it's hard for them to find clients. With Fin. they get connected to a network of families easily whom they can assist with home funerals.
Doulas / Home Funeral Guides
Families of Deceased
Click here to check out the Figma prototype
An educational resource hub with videos, stories for users to learn more about the legalities and procedures followed during a home funeral.
Based on people’s needs and comfort levels we adjust our level of service so that they can maintain control over their involvement in the process and also have enough peace of mind.
Click on the right arrow to view the entire experience
“I hope this comes to market so that we can create a meaningful new family ritual.”
- Geeta, 65, Indian Immigrant
Home Funeral Guide / Doula
“We don’t want to be another funeral commodity because we’re passionate about the work. So not making this commercial is a good idea."
- Heidi, Home Funeral Guide for 35 years
Funeral Home Director