How Big is Your Hell?

Dreamed up by an Exvangelical, this project challenges conservative Christians to consider their understanding of the traditional hell.

Screen Shot 2019-06-03 at 2.08.44 PM.png


I agreed to help a friend create a website for his bold and provocative quiz about the afterlife, and this has been one hell of a learning experience for me. As the only designer for a greenfield project, I’ve felt a great deal of responsibility, but I’ve also gotten to try my own ideas and processes. Some of those ideas have been turned down, which brings me to my first major learning : start small. No really, start very small.

Starting with low- and hi-fi wireframes, as I did, was a poor idea. They took a good deal of energy and didn’t end up matching the product owner’s ideals anyway. I did glean some valuable information from the usability tests I conducted with those wireframes, but I do wish I had started smaller. Once the vision moved from a website with multiple pages to a 1-page scrolling quiz, I changed my approach to creating a gray scale wireframe paired with a mood board first. This way I’d solidify the layout and the look and feel in smaller increments and with less up front energy.

I am proud of how I paused early on to take initiative in user testing. Realizing that we were taking on a highly sensitive subject, I wanted to make sure we didn’t offend our audience while trying to accomplish our goal. I created a questionnaire to gauge receptivity toward the wording we were using. With just myself and our product owner sharing out this quiz, I’m very pleased that we got 188 responses, and from a wide variety of viewpoints! After sorting through the questionnaire responses, I found one set of word pairings that was acceptable for users on all ends of the theological spectrum. Here I learned about our users but also about myself : I loved synthesizing and analyzing the data.

I’ve since created a UI that everyone’s on board with, learned a lot about designing buttons, and got feedback from design co-workers. I’ve sent off wireframes and annotations to put this thing into the real world, and I’ll be happily updating as more comes to fruition! As a teaser: we’re using a dark theme, but instead of the obvious blacks and reds, I chose cool purples, which turns the usual idea of hell on its head — much like the product does!