Branding, UI/UX
Year: 2024—2025
PlanWise — Case Study
Planning for the future can feel overwhelming, especially when it comes to healthcare decisions. That’s where PlanWise comes in—a service designed to take the stress out of advance care planning by providing the tools and guidance people need to make informed choices with confidence.
This project was created to tackle a real-world communication challenge—helping individuals and families navigate the often-tough conversations around future healthcare planning. The goal was to design a user-friendly, approachable experience that makes advance care planning feel less overwhelming and more empowering.
I focused on simplifying the process through clear, engaging design and developed intuitive tools to spark meaningful, guided conversations. Every detail was designed with accessibility and empathy in mind, ensuring users feel supported, informed, and confident as they plan for the future.
Before diving into the design, I focused on understanding the broader landscape of advance care planning and the challenges people face in making these crucial decisions.
Through user research, I uncovered several emotional barriers—fear, uncertainty, and confusion—that often prevent people from taking action. I also found that accessible guidance on these topics is scarce, leaving many unsure where to begin.
As part of my process, I conducted a thorough competitor analysis to identify gaps in the tools currently available. I found that many existing resources felt too clinical or overwhelming, which only added to the stress of planning for the future.
From this research, I gained a valuable insight: while people want to plan for the future, they don’t know how or where to start.
I created a persona to represent the ideal user—someone who values clarity, support, and ease of use in their planning. This persona guided me in transforming advance care planning from a daunting task into a supportive and approachable journey.
Research
What I Came up With
The idea for The Path Forward card deck was born out of a real need: people want to talk about their future healthcare and wishes, but they often don’t know how to begin. Through my research on advance care planning, one thing became very clear—starting the conversation is the hardest part. I wanted to design something that felt approachable, comforting, and genuinely helpful in taking that first step.
I was inspired by the emotional weight this topic carries and knew it needed a tool that was both thoughtful and beautifully designed. Something tactile, simple, and human. That’s where the idea of a card deck came in—an easy-to-use tool that prompts reflection, invites conversation, and allows people to explore their values at their own pace, without pressure.
The Path Forward card deck is more than just a product—it’s a tool for empowerment, connection, and peace of mind. It helps bridge the gap between uncertainty and clarity, and I’m proud to have created something that could make such a meaningful difference in people’s lives.
The Path Forward
Card Dimensions: 3” x 4.5”
To support The Path Forward brand and encourage engagement, I created a series of thoughtful ad campaigns designed to meet people where they are—emotionally and practically. Each poster focuses on a key message around advance care planning, using clear hooks, reassuring language, and a warm, approachable visual style.
The goal was to remove fear and hesitation from the topic and instead highlight the benefits: clarity, connection, and peace of mind. These campaigns help make advance care planning feel less clinical and more personal, because it is.
Spreading the word
Poster Dimensions: A4 size (8.27” x 11.69”)
Wearing trust with a calming presence
In sensitive and emotional conversations, appearances matter. Instead of a clinical uniform that can feel intimidating or overly formal, I opted for a softer, more approachable solution. PlanWise consultants wear a clean, professional ID badge on a lanyard—designed to communicate credibility, trust, and warmth without overwhelming the in-home environment.
This subtle branding choice reinforces the PlanWise values of compassion and clarity. It helps clients feel at ease while making it clear that they are guided by a trained, trusted professional.
A website that guides with care
The website was thoughtfully designed to educate, guide, and reassure users as they begin their advance care planning journey. From the calming hero message to step-by-step service explanations, every part of the site was created with clarity and compassion in mind.
I built wireframes in Figma to plan the layout, content flow, and user journey. This helped ensure the experience was intuitive and accessible from the very beginning. Once the structure was in place, I brought the design to life in Webflow, giving me full creative control over styling and responsiveness across devices.
The final result is a smooth and welcoming site that offers helpful FAQs, testimonials, and clear calls to action, empowering users to take their first steps with confidence and ease.
The outcome of this project is a compassionate, easy-to-use service that empowers individuals and families to make confident healthcare decisions before they are needed.
By simplifying the advance care planning process, PlanWise transforms it from something people often avoid into a straightforward and supportive journey.
Through thoughtful design, in-depth research, and continuous iteration, I believe this project successfully created a practical and meaningful resource that helps people take charge of their future.
