We create with Dignity
Dignity is a funeral-related service provider with a long and proud history dating back to 1812, when its oldest Funeral Director was established.
Pre-need funeral plan product, 2021
Objectives
- Provide a web app for customers to create and purchase funeral plans, driving revenue.
- Allow Dignity call centres and branches to develop and purchase funeral plans on the customer’s behalf to increase efficiency.
Product design
The project began with journey and service mapping alongside stakeholder workshops to understand the funeral planning process and how we wanted customers to put their plans together, including compliance requirements.
From there our UX and design team created wireframes and imagery aimed to humanise the brand and avoid the cold interface usually seen in the funeral care industry.
The product consists of a structured set of selection options or open text boxes to take the user on a journey to their ideal personalised funeral plan available in a PDF.
Technical
The back-end development side of the project was highly specialised. It required a sizeable development team alongside liaising with Dignity’s internal development team to gather all of the technical requirements.
Some of our technical challenges included:
- How we would communicate with Dignity's internal systems and integrate with their phone system
- Feeding into Dignity's in-house CRM system for funeral plan and card payment information
The product was built to give Dignity complete control over the front-end framework keeping it flexible for growth in the future. Using NextJs has some critical benefits for security, SEO, speed and performance, and it’s a great experience for developers, which helps them build better UI faster. We integrated the site with Diamond, their existing CRM internal system which ensured that the business operations could continue without disruption.
Results
74 +
25.24 %
350 %
Dignity's funeral plan product was voted the best in the market by Money Saving Expert, solidifying its position as an industry leader.
The partnership drove unprecedented sales, surpassing all previous benchmarks and establishing Dignity as a frontrunner in funeral care services.
The future of the partnership
We look forward to continuing our work with Dignity and elevating their digital presence within the funeral industry.
The user experience and overall design are over and above what we could have hoped for, not only has the product already achieved an NPS score of 74, but it was recently voted the top-rated funeral plan product on the market by Money Saving Expert, just 8 months post-launch. We look forward to continuing to work together as we continue to evolve and innovate.
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