Catholic Cemeteries Take a data-driven approach to creating a more compassionate online experience

Planning a funeral for oneself or a loved one is a trying experience fraught with questions. Catholic Cemeteries of the Archdiocese of Miami worked with Starmark to launch a revamped website where connecting with their counselors and finding answers is much easier.

“We couldn’t be happier with the new site. Now we’re delivering an experience that better serves our mission to our communities.”

With a simplified navigation and content approach, the new site caters individually to those who are planning ahead and those who need help now. Vibrant photos of the two serene cemeteries and a personal touch from employees both create a welcoming and affirming experience. “We couldn’t be happier with the new site. Now we’re delivering an experience that better serves our mission to our communities,” says Mary Jo Frick, Executive Director of Catholic Cemeteries of the Archdiocese of Miami. And while the core of the site creates a better experience for planning, the revised subpages provide easier ways to find directions, answers to questions and details for upcoming events and Masses.

Top-priority stories coming out of the agile roadmap were to conduct counselor stakeholder interviews, a comparative site review, an analytics review and a visual audit. With this information, our team was able to create a more user-friendly navigation, visual and content structure across the site. Using several rounds of rapid-fire, online usability and preference testing during planning, design and development, we were able to validate the success of the site’s underlying wireframes, interface elements and prototype design to best serve the needs of our at-need and plan-ahead audiences.

The outcome is a site that leads to more informed and productive calls with planning counselors, while reducing call volumes for less critical requests, such as driving directions, event details and maintenance inquiries – by making this information easier to find on the site.