Service design for

end of life planning in Australia

A specialist design company focusing on a single industry with the goal of delivering products & services to people the way they want them.

What is “End of Life Planning”?

End of Life Planning (EOLP) is a blanket term encompassing:

  • Funeral planning

  • Documenting last wishes

  • Wills and Power of Attorney

  • Advanced Care Directives

  • Memorials

  • Cemetery and crematoria rights

Why do people choose EOLP products and services?

Many of us think about what will happen when we die, some more than others for many different reasons. Being something we don’t deal with often, or on a social level, there is a lot of confusion around what’s necessary, what’s available and the options available to us. This often leads to most of us not becoming aware of what is involved until we’re sitting with a funeral director following the death of a loved one.

Many of us want to take control of what happens when we die to:

  • Reduce the burden on family and loved ones

  • Have certainty that what we want hidden today will be found after we die

  • Avoid costs and delays associated with executing an estate

  • Remove the guilt often associated with decisions made at a time of emotional stress

  • Control the rising costs associated with funerals

What does Grey Matter do?

At GREY MATTER we’re looking at ways to alleviate the stress, worry and regret that surrounds death and dying by analysing consumer research findings to inform product and service changes improvements inline with what customers are seeking.

We work with local government, medical professionals, private business and the community giving us a deep understating of improvements that benefit everyone.

We know people are looking for end of life planning options and there are products and services available. The rise of funeral insurance products in Australia demonstrates a market appetite for solutions but, insurance is a product designed to protect against something that “may” happen, why are we being offered it for something that “definitely will” happen?




Research shows that people want to talk about it and in our experience there are a lot of questions and misunderstandings our there.

Unfortunately it is still a bit of a taboo topic, even between families at home. Therefore for a lot of people this is a self driven journey from discovery through acquisition and one which any confusion compounds the negative emotions and often results in abandonment leaving residual stress and worry.

We believe it can be simple and straight forward for all.





Our work covers:

* Funeral planning

* Cem & Crem rights

* Wills & power of attorney

* Advanced Care Directives

* Memorials

* Advice

* Tools



RESEARCH     |       DESIGN        |     RECOMMEND      | IMPLEMENT       


By mapping customer journeys, conducting customer & desk based research we gain insights and understanding of user goals, behaviours and attitudes.

The more we talk to and observe our customers the better able we are to assess what they’re trying to achieve and how they perceive market offerings. Comparing this to how this can currently be achieved reveals the ability for users to achieve their goals using current methods.

Being able to identify friction points, barriers to use and opportunities for improvements benefits customers as well as product & services providers.



Want to contribute to changing how we approach death and dying in Australia?

We’re always looking for new ways to support our customers, if you’re a business providing products or services aligned to end of life planning for consumers let’s start a conversation.