Innovating and Expanding Legacy.com’s Global Presence
D
uring my time at Legacy.com, I was presented with an opportunity that would shape not only my career but also the trajectory of a company that had already established itself as a leader in online obituary services. Legacy.com was more than just a digital obituary platform; it was a place where the world paused to honor lives well-lived, a top-25 website that attracted over 40 million unique visitors each month globally. My role was to build upon this foundation, innovating and expanding its reach while preserving the core mission of connecting people through the power of stories.
Building the West Coast Presence
When I was recruited to join Legacy.com, the company was already well-established but primarily focused on its East Coast operations. My mandate was clear: establish a West Coast presence that could drive innovation, creativity, and new product development. This was an exciting challenge, and I was eager to bring my experience in design, product development, and technology to the table.
I began by assembling a team that would become the nucleus of our West Coast operations. Starting with just three individuals, I handpicked creatives, engineers, as leadership personnel who shared my vision for what Legacy.com could become. Our team quickly grew to more than 25 members, each bringing unique skills that would help us push the boundaries of what was possible.
We established a centralized Design Center that became the heart of our innovation efforts. This center encompassed UX Design, Branding Design, Content Design, Design Research, and an Innovation Lab. It was here that we began to conceptualize and develop the products and services that would define Legacy.com’s future.
The Design Center focused on combining Creatives and Engineers under a single roof with the goal of designing and developing the next platform which would power the company into the future.
Innovating a Digital Ecosystem
One of the first major projects I spearheaded was the creation of a new digital ecosystem for Legacy.com. This was not just a redesign of the existing platform; it was a complete reimagining of how we could connect with our users and provide them with meaningful experiences.
We started by focusing on the user experience. Understanding that our audience was diverse, we conducted extensive user research to identify their needs, preferences, and pain points. This research informed many of the decisions we made, from the design of the website to the development of new features.
Our new ecosystem was designed with a direct-to-consumer focus. We wanted to create a platform that was not only user-friendly but also emotionally resonant. We knew that our users were coming to Legacy.com during some of the most difficult times in their lives, and we wanted to provide them with a space that was comforting, respectful, and easy to navigate.
Revolutionizing the Obituary Directory
One of the cornerstones of our new ecosystem was the improved Obituary Directory. We understood that finding and sharing obituaries was a deeply personal experience, so we focused on making this process as seamless as possible.
Our Obituary Directory provided users with a comprehensive platform to search and browse obituaries nationwide, by state, and within specific cities. We emphasized recent deaths and notable life stories, making it easier for users to find and explore obituary-related information. This included everything from newspaper notices to funeral home services and memorials.
We also streamlined the directory for search engine optimization, which significantly increased the findability of obituaries and drove organic traffic to our site. This not only enhanced the user experience but also contributed to the overall growth of Legacy.com.
Expanding into New Areas
B
eyond obituaries, we wanted to offer our users more ways to connect, remember, and honor their loved ones. This led to the development of several new products and services that expanded Legacy.com’s reach and influence.
Funeral Home Directory
We recognized that finding a funeral home could be a daunting task, especially during a time of grief. To address this, we created a Funeral Home Directory that offered users a convenient way to locate funeral homes both locally and beyond. Our platform allowed individuals to easily find and connect with funeral homes to make arrangements for end-of-life celebrations, funerals, and memorial services.
This directory became an invaluable resource for our users, providing them with the information they needed when they needed it most.
Sympathy Flower eCommerce
Another area where we saw an opportunity to innovate was in the sale of sympathy flowers. We developed a Sympathy Flower eCommerce platform that simplified the process of sending flowers directly to funeral homes or to loved ones. Our extensive catalog of flower arrangements and vases, along with personalized purchasing options, made it easy for users to find the perfect tribute.
To enhance the shopping experience, I pioneered the use of 3D data to recreate product photography of our sympathy flower products and customizable vases. This allowed users to see detailed, realistic images of the products they were purchasing, which increased customer satisfaction and boosted sales.
Our Sympathy Flower eCommerce platform quickly rose to the number one ranking in the category nationwide, further solidifying Legacy.com’s position as a leader in the online obituary and memorial services space.
Innovating with Premium Hardbound Guestbooks
In addition to our digital offerings, we wanted to create a product that could provide a tangible way for families to preserve the memories and condolences shared on Legacy.com. This led to the development of our Premium Hardbound Guestbooks.
These guestbooks were crafted with premium quality, custom-made leather hardback covers and featured thick pages with full-color printing. Each book elegantly captured the heartfelt condolences left by friends and family, transforming digital tributes into a physical memento that could be cherished for years to come.
The introduction of these guestbooks was a game-changer. Families appreciated having a tangible keepsake that they could hold, share, and pass down through generations. It also provided an additional revenue stream for Legacy.com, further contributing to the company’s growth.
Pioneering Automated Video Production
As we continued to explore new ways to honor and celebrate lives, I spearheaded the development of an automated video production platform. This platform allowed us to create high-quality video-based slideshows that captured the life stories of individuals in a visually compelling way.
We developed a scalable system that transformed editorial content into engaging video segments, seamlessly blending storytelling with visuals. From heartfelt tributes to celebratory montages, our automated process ensured efficiency and consistency, allowing us to create personalized videos that truly honored the subject’s legacy.
The videos we produced were syndicated on many third-party platforms, further extending the reach of Legacy.com and providing families with additional ways to share and celebrate their loved ones’ lives.
Scaling and Growing Legacy.com
As our West Coast operations grew, so did our impact on Legacy.com as a whole. Our efforts contributed to the company’s rise as a top 25 website in the United States, with over 40 million unique visitors each month. We dominated the online obituary, guestbook, sympathy flower sales, and digital listings sectors for newspapers and funeral homes, solidifying Legacy.com’s position as the global leader in these areas.
Our success was not just about the products and services we developed, but also about the processes and practices we put in place. I introduced an agile framework that integrated design, engineering, and product management, allowing us to be more responsive to user needs and market demands. This framework became a cornerstone of our operations, enabling us to launch new products and features more quickly and efficiently.
We also focused on long-term growth initiatives, working closely with the CEO to develop a business strategy that would guide Legacy.com into the future. This included exploring new markets, expanding our direct-to-consumer offerings, and continuing to innovate in the digital obituary and memorial services space.
Reflecting on My Legacy at Legacy.com
Looking back on my time at Legacy.com, I am proud of what we accomplished. We not only transformed the company into a global leader in online obituary services, but we also created products and services that genuinely helped people during some of the most challenging times in their lives.
We embraced the power of technology to connect people, honor lives, and create lasting memories. We pushed the boundaries of what was possible, always with an eye toward innovation and a commitment to our users.
Legacy.com continues to thrive, and I like to think that the foundation we built during my time there has played a significant role in that success. It was a time of tremendous growth, creativity, and innovation, and I am grateful to have been a part of it.
