MSc Design Innovation & International Management School of Innovation & Technology
Jiaqi Guo

I am a postgraduate student in International Management and Design Innovation. My interests lie in exploring social issues and practical challenges that affect people’s everyday lives, and in finding ways to transform them into accessible and meaningful solutions. Much of this understanding has come through interacting with people and learning from their perspectives, which has made me more reflective and socially aware. Through these experiences, I have grown committed to using creativity as a tool for addressing real problems. My graduation project continues that path, focusing on how design can respond to one of the most sensitive and pressing issues in society today.

In Times of Grief: Helping Families Plan Affordable Funerals with Dignity
In the UK, the cost of funerals has remained consistently high, averaging close to £9,800. This means that many families, while experiencing the emotional pain of bereavement, must also bear the weight of significant financial pressure. Existing studies show that grieving families often struggle to compare prices or consider alternative options, and as a result, they are compelled to accept expensive traditional funeral arrangements. Although the law permits families to conduct funerals themselves through a DIY approach, which can substantially reduce costs, this option is rarely adopted in practice. The main barriers include the fragmented nature of available information, the lack of transparency around required versus optional procedures, and the emotional burden of grief that hinders practical action.
This project proposes a “DIY Funeral Support System” to address these challenges. The system combines online and offline channels to reduce barriers and establish trust in both feasibility and legality. Families begin with an online self-assessment hosted on the Co-op Funeralcare platform, which helps them evaluate whether they are emotionally and practically prepared to manage a DIY funeral. They can then purchase a low-cost toolkit at Lidl supermarkets. The toolkit employs a puzzle-based format that breaks the funeral into individual components, such as ceremony location, music, flowers, or methods of cremation and burial. As families piece together the puzzle, they gradually construct a complete funeral plan. This approach not only transforms a complex process into a clear sequence of choices, but also reduces emotional resistance by framing decision-making in a gentler, more interactive way. Finally, the toolkit is accompanied by an information guidebook, aligned with each puzzle option, which provides essential legal explanations, step-by-step instructions, and reliable contacts, ensuring that families maintain both clarity and confidence throughout the process.
Through this system, the overall cost of a funeral can be reduced to approximately £1,000, saving more than 80% compared to traditional arrangements. More importantly, the design enables families to avoid debt while still preserving dignity and ritual within a limited budget. As a design research project, this work demonstrates the potential of service design and systemic intervention in addressing socially sensitive issues, highlighting the value of cross-sector collaboration. By leveraging the resources of retail channels and funeral institutions, the system expands access to affordable options and provides vulnerable families with a practical and sustainable alternative.