Intender
Intender is a social product with a singular goal: to provide accessible will writing services and educate the public about the benefits of having a will. It also aims to dispel the stigma and myths surrounding will writing.
In 2021, Intender was shelved due to a drastic change in management, causing it to cease to exist. Article about it can be read here.
Problem
Will writing often carries a stigma, as it's usually associated with death or impending death.
In Singapore, public will writing services are typically provided through arrangements by the residents' committee. Information about these services can usually be found on public housing notice boards or their related social media posts.
However, residents of landed and private properties may not receive such information unless they happen to see a banner or notice about it elsewhere.
Design
Newbie Mode
We collaborated with will solicitors to develop talk shows and workshops. Additionally, SPH Radios generously gave us slots to promote our 3-hour will-writing workshop. Refer to the image above.
Simultaneously, we established a knowledge base on will writing to gauge public interest. At the end of each visit to the knowledge base, visitors were asked to fill out a form expressing interest in a self-serve will-writing platform.
The results were encouraging. In the first month after launching the beta version of the knowledge base, 43% of visitors expressed interest. This figure rose to nearly 70% subsequently.
The Platform
Will solicitors play a crucial role in giving feedback on the will writing process. The platform has been iterated numerous times to achieve the screen design presented in this case study. The aim is to guide prospects through the process at their own pace, allowing them to pause and resume at any time.
This non-intrusive user journey allows prospects to prepare the necessary details or documents at their own pace as they progress on the platform.
Outcome
Although Intender didn't make it past the product's first launch, we learned a lot from working on the idea. Here are some key takeaways:
- Market for signals: Before developing a minimum viable product (MVP), try to market your idea to gauge public interest. Building an early user base makes it easier to validate and test an early version of your product.
- Product-led growth: Design is about tailoring something to meet specific needs. In our case, our goal is to have will-writing self-serve for the public and we designed the features accordingly.
- Iterate to express empathy: Making changes helps build a stronger connection with your user base. Even small changes can have a significant impact on users. Always validate feedback, prioritise it, and make the necessary changes.