The cemetery ecosystem
Design System
Product Strategy
User Interface & User Experience
Kicker: Danish startup that pivoted from a two-time Best Startup winner in B2C, into a full B2G platform helping cemeteries run their day-to-day operations.
I joined as Product Designer and led UX/UI design and prototyping across the entire ecosystem - the marketing website and four connected products: Cemetery administration platform, Gardener app, Community app and the Partner app
For the Cemetery administration platform, I designed the onboarding flow that turns a cemetery's existing data export into a live, searchable digital map of every grave, plus the dashboards managers use to run daily operations, invite grave owners to the community app and much more.
For the Gardener App, I designed a fully offline, field-ready tool - bulk maintenance actions, voice notes instead of typing, one-tap photo verification - built for gloves and sunlight rather than an office.
For the Community app, I designed the experience that keeps families connected between visits: automatic photo updates, flexible permissions for relatives, and the ability to order flowers or memorial items straight to the grave.
For the Partner app, I designed a self-contained marketplace where florists and suppliers accept, decline, and fulfill those orders with the same proof-of-delivery flow as the Gardener App.
The real innovation isn't any one of these four products - it's how they operate as a single system. A cemetery leader runs daily operations from the administration platform, invites grave owners into the system and assigns maintenance tasks to gardeners - who complete the work, photograph it, and send the update straight to families in the Community app.
The Partner app plugs into that same system from another angle: a full product for managing orders, payments, and delivery, which also surfaces as a module inside the Community app - letting families order flowers or memorial items directly to a grave. A partner accepts the order, a courier delivers it and photographs the result, and that photo flows straight back to whoever placed it - who can then choose to share it with everyone the grave owner has invited.
One connected event, seen through four completely different interfaces, built for four completely different segments.
