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Digital Legacy Notices Platform

In an industry steeped in tradition and sensitivity, transforming the process of publishing memorial notices into a digital experience required both empathy and technical rigor. Visual‑Craft partnered with Avis‑de‑décès to reimagine a process that had long been rooted in print and paper, transitioning it into an accessible, responsive, and respectful online platform. This digital solution not only modernized the user experience but also addressed operational and regulatory complexities inherent to handling sensitive content.

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Client's Objectives

Modernization and Accessibility: The primary goal was to shift from traditional print notices to a fully digital platform that enables families, funeral service providers, and community members to access and publish memorial notices online easily.
Enhanced User Experience: Recognizing the emotional context of life tributes announcements, the client wanted an interface that was intuitive, comforting, and capable of meeting modern design expectations, thereby reducing user stress during difficult times.
Streamlined Data Management: Centralizing the submission and management of remembrance notices was crucial to offer robust search functionalities, up-to-date information, and simplified workflows that reduced manual intervention.
Compliance and Security: Given the sensitive nature of the information, ensuring data privacy and adherence to regulatory requirements was paramount. The platform needed to securely manage personal data while remaining compliant with applicable legal standards.

Challenges

Complex Pricing Models and Newspaper Distribution

With a vast network of newspapers involved, each with its own pricing model for memorial notices, calculating accurate prices became a significant challenge. The system had to dynamically adjust pricing based on variables such as notice length, selected newspaper, regional differences, and additional service options, all while managing the logistical complexities of distributing notices across a large number of publications.

Legacy Systems and Technical Integration

Avis‑de‑décès needed to transition from established traditional processes to a digital system, requiring seamless integration with existing data sources and workflows.

Evolving Customer Expectations for UI/UX

Increasingly, users demanded a modern, engaging, and intuitive digital experience. The existing legacy interface was no longer sufficient to meet these expectations. Clients recognized that updating the UI/UX was essential to reduce friction, enhance usability, and ensure that the platform’s design resonated with today's digital-first audience - all while preserving the respectful tone necessary for handling sensitive content.

Solutions

Integrated Dynamic Pricing Engine

To tackle the challenges of complex price calculations and the extensive distribution network, Visual‑Craft implemented a dynamic pricing engine. This engine automatically computed notice costs by accounting for various factors - including notice length, individual newspaper pricing, regional variations, and any premium service options.
The solution streamlined pricing processes, reduced errors, and enhanced transparency, allowing for swift updates as pricing structures evolved or new newspaper partnerships were established.

Robust Backend and Seamless Integration

The technical solution involved creating a secure, scalable backend that could integrate with legacy systems. This not only ensured smooth data migration but also allowed for real-time updates and efficient management of remembrance notices.

Complete UI/UX Redesign

In response to evolving customer expectations, the entire website underwent a comprehensive UI/UX overhaul. Visual‑Craft revamped the digital experience with a fresh, intuitive design that significantly improved navigation and reduced user friction. The updated interface not only provided a modern aesthetic but also optimized every touchpoint for accessibility and ease-of-use, ensuring that users from all backgrounds could navigate the platform with confidence during emotionally challenging times.

Innovative solution with AI

The client faced a significant SEO challenge

The website predominantly featured content about a deceased individual, leading to limited engagement and suboptimal search engine rankings. This content focus resulted in reduced visibility on search engines, as platforms like Google prioritize dynamic and diverse content.

Powering Smarter Content with Gemini 2.0 Flash

To address this, we integrated Gemini 2.0 Flash, an advanced AI model from Google DeepMind, known for its speed, multimodal generation capabilities, and cost-effectiveness. This model was selected for its ability to handle high-volume tasks efficiently, making it ideal for enriching website content.

Implementation Process

We identified two key areas to diversify the website's content:

Location Histories

Detailed narratives about the places significant to the individual's life, providing historical and cultural context.

Family Name Etymology

In-depth articles exploring the origins and meanings of the family name, connecting it to broader historical and cultural themes.

AI-Driven Content Generation

Utilizing Gemini 2.0 Flash's capabilities, we generated high-quality, engaging content for these sections. The model's multimodal generation allowed for the seamless integration of text with relevant images and audio elements, enhancing user engagement.

SEO Optimization

Each new content piece was carefully crafted with the audience in mind, ensuring it provided valuable and engaging information. By focusing on delivering high-quality, relevant content that resonated with users, the website naturally gained better visibility in search engines. This user-first approach resulted in well-structured articles, clear meta descriptions, and a mobile-friendly design, all of which contributed to an improved user experience. As a result, search engines recognized the content’s relevance and quality, leading to stronger SEO performance without artificial keyword stuffing or manipulative tactics.

Key Metrics Overview

150%

Organic Traffic increase

35%

User Engagement

20%

Conversion Rates

Conclusion

The integration of Gemini 2.0 Flash AI for content enrichment proved to be a transformative strategy for the client's website.
By creating diverse and engaging content tailored to users' interests, the site naturally attracted more visitors. This improved user experience led to higher engagement and conversions.
As a result, search engines recognized the site's value, reinforcing its visibility in search results without relying on artificial SEO techniques.

Technologies

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