How might we preserve, evolve, and grow an estimated $100 million annual business?

Envisioned as a complete end-to-end experience, the Obituaries platform included a self-service ordering tool for consumers, an upgraded back-end management system for internal teams, and conceptual explorations for a “Quick Obit” feature to simplify the submission process and engage younger audiences.

My role: Design manager, lead researcher, lead UI designer
I partnered closely with Product and Development to define the end-to-end experience and ensure design continuity between consumer and internal tools. I led early user research, usability testing, and final design delivery for the mobile flow. I maintained the front-end designs and designed new features as requested.

Why it matters:
Obituaries consistently rank among the most-viewed local content across our network, drawing millions of annual page views and strong newsletter engagement. This project was an opportunity for USA TODAY to serve an audience need with compassion while expanding a high-value business line. By leveraging our domain authority and trusted local connections, our goal was to offer an elevated and more personal experience for families, readers, and advertisers.

What we planned:

• An updated UI: With features that allowed families to tell their loved one’s story and friends to engage during the bereavement process.

• A self-service tool: The goal was to enable consumers to create and publish obituaries directly, guiding them through a streamlined, empathetic order flow.

• Internal tool modernization: An updated obituary manager flow for sales and support staff would allow for review, edit, and approve orders, reducing operational friction.

• Quick Obit feature: For those first overwhelming days after a loved one’s passing, this option would enable users to create a short-form obit for sharing purposes.

KPIs we planned to measure:

• Number of obituaries placed year-over-year

• Completion rate and time-on-task for self-service flow

• Customer satisfaction (CSAT) and support contact rate

• Engagement with and open rates of obituary newsletters

Product managers: Gabriela Piccinnini, Tom Davidson
UI designer: John Scott