The End of Life/Mature Life services space is an exciting frontier. Consumers have a high desire and purchasing power for a variety of services, products, and information to help facilitate a wide variety of interconnected life milestones including downsizing, senior living, estate planning and management, healthcare needs in old age, social service planning, and funeral planning. Consumers often engage with this life path multiple times as they first facilitate End of Life/Mature Life services for elderly parents and then for themselves and other close family members.
Working with Optimal Workshop and their Managed Recruitment service, I created a card sort to help a new website in the Homesteaders Life Company ecosystem make some decisions about information architecture. The website is called the Love Always Commons. This website will be a commons for products, services, and information in the End of Life/Mature Life services space.
My starting point was previous research created by a contractor that included a diary study and market research to identify key consumer “Jobs To Be Done”. These show where potential consumers have the highest motivation to obtain products, services, and information. Using diary data and the proposed site architecture, I created a card sort of key topics, products, and services in the End of Life/Mature Life services space.
Thirty participants sorted forty cards into self-created categories. There was high agreement in the data. I focused my analysis on the similarity matrix and the 3D cluster view to recommend four sections of the new website and the topics that should be nested in each section.
Next steps, I recommend doing a tree test on Love Always after it is live with the architecture I suggested.
