MEMORIAL Page
I led UX design for a Memorial Page that complemented the company’s obituary product. The goal was to create an ad-free space for storytelling and memory-sharing. Beyond the launch itself, the project seeded a warmer design language and interaction patterns that went on to influence the company’s broader brand and product suite.
Client :
Legacy.com
Role :
UX Design Lead
Team :
Cross-functional with Product & Traffic teams, 3 Designers (Lead + Manager + Contractor), PM, Head of Design, CPO
Outcome :
Introduced new engagement features and a warmer visual style. Patterns were later integrated into the obituary product and influenced a company-wide brand refresh.
New Memorial Page Design
Problem :
The company’s primary product was online obituaries. These pages were often cluttered with affiliate branding and display ads, pulling focus away from the person’s life. They lacked a space for meaningful memory-sharing, limiting both emotional impact and user participation.
We needed to create a new memorial product that would:
Provide a dedicated space to honor individuals free of display advertising.
Encourage memory-sharing through photos, stories, and reactions.
Complement the obituary page and increase user-generated content and engagement, in-turn indirectly driving traffic and revenue.
Provide opportunities and incentive for family members to claim ownership of the page.
Solution :
We designed a Memorial Page around a memory wall and engagement-first interactions:
Toolbar for support: A central hub for adding stories, photos, reactions, and sending support. Revenue-generating actions (like gifts) were included but secondary, so the page felt human-first rather than transactional.
Reactions & prompts: Lightweight entry points (candles, hearts, flowers) encouraged quick interaction and primed users to contribute more deeply.
Obituary ↔ Memorial toggle: A seamless navigation element let users move between obituary pages (informational) and memorial pages (emotional, interactive).
Authenticity through real content: To avoid sterile stock imagery, I designed with real personal examples, grounding the experience in empathy and authenticity.
Show Support Modal
Memory Wall
CHALLENGES :
Complex team structure: This project spanned two teams and had heavy involvement from senior leadership (Head of Design, CPO). While I held the title of UX Design Lead, decision-making was top-down and design responsibilities were divided among multiple contributors.
Balancing empathy and revenue: Ensuring the memorial experience felt authentic and user-first, while still supporting monetization opportunities, required careful prioritization.
Business pivots: After nearly a year of design and iteration, the standalone product was deprioritized for business reasons, requiring us to adapt and repurpose work elsewhere.
Results :
The Memorial Page launched in a limited form, but its greatest impact came from how it influenced the company’s core product and brand:
🎨 Brand Refresh: The visual language first explored here — warmer colors, refined typography, and softer tones — became the foundation for a broader rebrand.
🌸 Cross-Pollination: Engagement features (like “Other Ways to Show Support”) were adapted into the obituary experience, making it more inviting and helping drive participation.
🧭 Strategic Shift: While the standalone Memorial Page was later transformed into a different product, its design work lived on through the obituary redesign and brand evolution.
This project demonstrates my ability to design for sensitive contexts, deliver patterns that influence brand and product direction, and adapt when business strategies evolve.
MEMORIAL Page
I led UX design for a Memorial Page that complemented the company’s obituary product. The goal was to create an ad-free space for storytelling and memory-sharing. Beyond the launch itself, the project seeded a warmer design language and interaction patterns that went on to influence the company’s broader brand and product suite.
Client :
Legacy.com
Role :
UX Design Lead
Team :
Cross-functional with Product & Traffic teams, 3 Designers (Lead + Manager + Contractor), PM, Head of Design, CPO
Outcome :
Introduced new engagement features and a warmer visual style. Patterns were later integrated into the obituary product and influenced a company-wide brand refresh.
New Memorial Page Design
Problem :
The company’s primary product was online obituaries. These pages were often cluttered with affiliate branding and display ads, pulling focus away from the person’s life. They lacked a space for meaningful memory-sharing, limiting both emotional impact and user participation.
We needed to create a new memorial product that would:
Provide a dedicated space to honor individuals free of display advertising.
Encourage memory-sharing through photos, stories, and reactions.
Complement the obituary page and increase user-generated content and engagement, in-turn indirectly driving traffic and revenue.
Provide opportunities and incentive for family members to claim ownership of the page.
Solution :
We designed a Memorial Page around a memory wall and engagement-first interactions:
Toolbar for support: A central hub for adding stories, photos, reactions, and sending support. Revenue-generating actions (like gifts) were included but secondary, so the page felt human-first rather than transactional.
Reactions & prompts: Lightweight entry points (candles, hearts, flowers) encouraged quick interaction and primed users to contribute more deeply.
Obituary ↔ Memorial toggle: A seamless navigation element let users move between obituary pages (informational) and memorial pages (emotional, interactive).
Authenticity through real content: To avoid sterile stock imagery, I designed with real personal examples, grounding the experience in empathy and authenticity.
Show Support Modal
Memory Wall
CHALLENGES :
Complex team structure: This project spanned two teams and had heavy involvement from senior leadership (Head of Design, CPO). While I held the title of UX Design Lead, decision-making was top-down and design responsibilities were divided among multiple contributors.
Balancing empathy and revenue: Ensuring the memorial experience felt authentic and user-first, while still supporting monetization opportunities, required careful prioritization.
Business pivots: After nearly a year of design and iteration, the standalone product was deprioritized for business reasons, requiring us to adapt and repurpose work elsewhere.
Results :
The Memorial Page launched in a limited form, but its greatest impact came from how it influenced the company’s core product and brand:
🎨 Brand Refresh: The visual language first explored here — warmer colors, refined typography, and softer tones — became the foundation for a broader rebrand.
🌸 Cross-Pollination: Engagement features (like “Other Ways to Show Support”) were adapted into the obituary experience, making it more inviting and helping drive participation.
🧭 Strategic Shift: While the standalone Memorial Page was later transformed into a different product, its design work lived on through the obituary redesign and brand evolution.
This project demonstrates my ability to design for sensitive contexts, deliver patterns that influence brand and product direction, and adapt when business strategies evolve.
MEMORIAL Page
I led UX design for a Memorial Page that complemented the company’s obituary product. The goal was to create an ad-free space for storytelling and memory-sharing. Beyond the launch itself, the project seeded a warmer design language and interaction patterns that went on to influence the company’s broader brand and product suite.
Client :
Legacy.com
Role :
UX Design Lead
Team :
Cross-functional with Product & Traffic teams, 3 Designers (Lead + Manager + Contractor), PM, Head of Design, CPO
Outcome :
Introduced new engagement features and a warmer visual style. Patterns were later integrated into the obituary product and influenced a company-wide brand refresh.
New Memorial Page Design
Problem :
The company’s primary product was online obituaries. These pages were often cluttered with affiliate branding and display ads, pulling focus away from the person’s life. They lacked a space for meaningful memory-sharing, limiting both emotional impact and user participation.
We needed to create a new memorial product that would:
Provide a dedicated space to honor individuals free of display advertising.
Encourage memory-sharing through photos, stories, and reactions.
Complement the obituary page and increase user-generated content and engagement, in-turn indirectly driving traffic and revenue.
Provide opportunities and incentive for family members to claim ownership of the page.
Solution :
We designed a Memorial Page around a memory wall and engagement-first interactions:
Toolbar for support: A central hub for adding stories, photos, reactions, and sending support. Revenue-generating actions (like gifts) were included but secondary, so the page felt human-first rather than transactional.
Reactions & prompts: Lightweight entry points (candles, hearts, flowers) encouraged quick interaction and primed users to contribute more deeply.
Obituary ↔ Memorial toggle: A seamless navigation element let users move between obituary pages (informational) and memorial pages (emotional, interactive).
Authenticity through real content: To avoid sterile stock imagery, I designed with real personal examples, grounding the experience in empathy and authenticity.
Show Support Modal
Memory Wall
CHALLENGES :
Complex team structure: This project spanned two teams and had heavy involvement from senior leadership (Head of Design, CPO). While I held the title of UX Design Lead, decision-making was top-down and design responsibilities were divided among multiple contributors.
Balancing empathy and revenue: Ensuring the memorial experience felt authentic and user-first, while still supporting monetization opportunities, required careful prioritization.
Business pivots: After nearly a year of design and iteration, the standalone product was deprioritized for business reasons, requiring us to adapt and repurpose work elsewhere.
Results :
The Memorial Page launched in a limited form, but its greatest impact came from how it influenced the company’s core product and brand:
🎨 Brand Refresh: The visual language first explored here — warmer colors, refined typography, and softer tones — became the foundation for a broader rebrand.
🌸 Cross-Pollination: Engagement features (like “Other Ways to Show Support”) were adapted into the obituary experience, making it more inviting and helping drive participation.
🧭 Strategic Shift: While the standalone Memorial Page was later transformed into a different product, its design work lived on through the obituary redesign and brand evolution.
This project demonstrates my ability to design for sensitive contexts, deliver patterns that influence brand and product direction, and adapt when business strategies evolve.