FUNERAL LOCATION PAGES

Designing and launching a Scheduler experience

SITE

Dignity Memorial

ROLE

Design Lead

EXPERTISE

Product Design

Introduction

There was a strong desire to add scheduling capability to the location page experience for users looking to plan ahead and meet with a planning counselor.

Timeline

The first phase of the Scheduler project was completed within our current 1.5 month sprint cycle, amongst other bodies of work also being worked on outside of our main website development sprint.

Background

Before introducing this impactful new feature, the primary contact methods on our more than 1,900 location pages were either calling the location directly or filling out a form. In collaboration with the Sales team, we partnered with Salesforce to leverage their Salesforce Lightning Scheduler functionality. We went beyond the standard implementation, customizing it specifically for our locations on the UI side.

Process

Since this was brand new functionality and involved working with the Sales and Salesforce teams, there was more discovery needed upfront to get familiarized with what Lightning Scheduler offered and what our Sales team needed to consume.

Research & Planning

Conducted stakeholder interviews with the Sales Managers to understand their goals in capturing leads and how Scheduler could improve the quality of pre-need leads. Carried out market research to uncover existing scheduling solutions and identified adjacent features.

Design & Prototyping

Crafted intuitive user interfaces and interactive prototypes, and iteratively improved designs based on internal and stakeholder feedback to boost usability and visual appeal.

Testing & Implementation

Conducted extensive testing in staging and CMS environments across various devices and platforms to ensure proper implementation of the Scheduler functionality. Worked closely with our stakeholders in testing efforts as well as after production release to guarantee our pilot locations were well prepared to fulfill the new classification of leads coming in.

Solution

The resulting Scheduler functionality on location pages offers a seamless user experience, allowing users the ability to request and schedule an pre-planning appointment at least two days in advance.

Preferred Day & Time

Responsive calendaring solution to select a specific day and time for an appointment, complete with an intuitive "time of day" view for reduced cognitive load.

Meet Anywhere

Ability for users to either meet directly at a funeral home location, have an advisor do a convenient house visit, or hold a virtual meeting wherever a family is.

Progressive Lead Capture

Provide less friction and barrier of entry by housing form after appointment commitment has been initiated.

Confirmation Page & Email

Include messaging after submitting information for helpful next steps.

day and time
Select a time that works for you, up to a full week to choose from.
HOW WOULD YOU LIKE TO MEEET
Three convenient options to choose from, including two in-person options and even a virtual meeting.
FILL OUT YOUR INFORMATION
Select a reason for visit so our advisors are able to gather the right materials ahead of time.
YOU'RE ALL SET
We provide you with resources before your appointment, as well as an email reminder a day before your actual appointment.
day and time
Select a time that works for you, up to a full week to choose from.
HOW WOULD YOU LIKE TO MEEET
Three convenient options to choose from, including two in-person options and even a virtual meeting.
FILL OUT YOUR INFORMATION
Select a reason for visit so our advisors are able to gather the right materials ahead of time.
YOU'RE ALL SET
We provide you with resources before your appointment, as well as an email reminder a day before your actual appointment.
day and time
Select a time that works for you, up to a full week to choose from.
HOW WOULD YOU LIKE TO MEEET
Three convenient options to choose from, including two in-person options and even a virtual meeting.
FILL OUT YOUR INFORMATION
Select a reason for visit so our advisors are able to gather the right materials ahead of time.
YOU'RE ALL SET
We provide you with resources before your appointment, as well as an email reminder a day before your actual appointment.
day and time
Select a time that works for you, up to a full week to choose from.
HOW WOULD YOU LIKE TO MEEET
Three convenient options to choose from, including two in-person options and even a virtual meeting.
FILL OUT YOUR INFORMATION
Select a reason for visit so our advisors are able to gather the right materials ahead of time.
YOU'RE ALL SET
We provide you with resources before your appointment, as well as an email reminder a day before your actual appointment.

day and time
Select a time that works for you, up to a full week to choose from.
HOW WOULD YOU LIKE TO MEET
Three convenient options to choose from, including two in-person options and even a virtual meeting.
FILL OUT YOUR INFORMATION
Select a reason for visit so our advisors are able to gather the right materials ahead of time.
YOU'RE ALL SET
We provide you with more resources before your appointment, as well as an email reminder a day before your actual appointment.
day and time
Select a time that works for you, up to a full week to choose from.
HOW WOULD YOU LIKE TO MEET
Three convenient options to choose from, including two in-person options and even a virtual meeting.
FILL OUT YOUR INFORMATION
Select a reason for visit so our advisors are able to gather the right materials ahead of time.
YOU'RE ALL SET
We provide you with more resources before your appointment, as well as an email reminder a day before your actual appointment.
day and time
Select a time that works for you, up to a full week to choose from.
HOW WOULD YOU LIKE TO MEET
Three convenient options to choose from, including two in-person options and even a virtual meeting.
FILL OUT YOUR INFORMATION
Select a reason for visit so our advisors are able to gather the right materials ahead of time.
YOU'RE ALL SET
We provide you with more resources before your appointment, as well as an email reminder a day before your actual appointment.
day and time
Select a time that works for you, up to a full week to choose from.
HOW WOULD YOU LIKE TO MEET
Three convenient options to choose from, including two in-person options and even a virtual meeting.
FILL OUT YOUR INFORMATION
Select a reason for visit so our advisors are able to gather the right materials ahead of time.
YOU'RE ALL SET
We provide you with more resources before your appointment, as well as an email reminder a day before your actual appointment.

Results

As of March 2025, the Online Appointment Scheduler has surpassed $100 million in all-time sales! What started as a simple idea just three years ago has grown into a powerful revenue-driving tool for the company—while also streamlining the appointment scheduling process for our customers when they need it most.

Lead to Sale Rate

Each matured scheduler lead has a 25% lead to sale rate, compared to a matured digital lead (15%).

Incredible Sales Performance

For 2024, Scheduler leads resulted in $65M in production for our families that chose to schedule an appointment to preplan funeral services or purchase cemetery property.

Continued Expansion

Since initial launch of Scheduler on location pages, we've expanded its reach to the Rose Hills site as well as future plans to include a different Scheduler experience on article pages (which isn't yet tied to a location).

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