About Passare

Passare is a collaboration and case management platform for funeral homes across the United States. Their tools help funeral directors and staff handle details for families with care and compassion.

As Passare’s product grew, their team realized that the words in the product — buttons, labels, tooltips, help text — really shape how funeral home staff and families experience the platform. Good copy can make stressful moments feel more manageable. Confusing or inconsistent wording can do the opposite.

The Challenge

Like many growing product teams, Passare struggled with how to keep copy clear and consistent as more people got involved.

Product content lived everywhere: Some changes were made in Figma files, others in Jira tickets or Teams threads. There wasn’t a single place to manage final wording.

Last-minute edits caused headaches: Sometimes a feature shipped with placeholder text or instructions that didn’t match the design. Updates often came in late, leading to extra developer work and rushed fixes.

Engineers were stuck guessing: Developers spent time asking around for the “real” final copy, or they’d have to tweak things in the code after the fact.

“In the past, we’d catch wording problems during testing, or worse — after we shipped,” said Justin, Design Engineer Supervisor at Passare. “It slowed us down and hurt trust with our users.”

The Solution

The Passare team started strong in Ditto: They brought in Kelsey Duce, Content Designer, to lead the project alongside collaborators from Product Design and Development, all with clear roles so Ditto could actually improve how they work together.

Here’s what their process looks like:

Designers handle the first drafts

Designers write initial copy directly in Figma while they’re building screens. Instead of leaving placeholder text, they try to take a real first stab at the copy, to make it easier to iterate later.

“We’ve gotten in the habit of writing better copy up front. That means fewer vague ‘Lorem Ipsum’ labels that come back to bite us later,” Justin explained.

Importing into Ditto

Content Designer Kelsey Duce takes the lead on getting each project set up in Ditto. During the design process and up to review,  Kelsey uses Ditto’s Figma plugin to sync all the text layers into Ditto. She imports text in batches — typically when a feature or flow reaches a design handoff stage.

Inside Ditto, Kelsey organizes strings by feature or release. Each piece of copy gets a status label, so it’s clear what’s still in draft and what’s approved.

“That status tagging is huge. Before Ditto, we’d get confused about what was still being worked on, what was final. Now, Content Design clearly defines what is still in progress and what is ready for production” Justin said.

Team reviews together

Kelsey, Content Designer, then works with each team to facilitate thorough reviews. She works with each team to provide the copy for each feature, designing content solutions, and get to a complete draft. Then designers, the product manager, and an engineer usually meet for a short review session inside Ditto. Using Ditto’s Frame View to review copy directly in design context, the team reviews for tone, clarity, and any edge cases that need wording changes. They suggest edits, leave comments, and track the status of every piece of reviewed copy, for Kelsey to incorporate feedback.

Once Kelsey has worked through team reviews, she changes the text status to ‘Final’ inside Ditto. This is the signal to the rest of the team that content is ready for action that is the single source of truth — not the design file or a Slack thread.

Developers pull from Ditto

When it’s time to build, engineers pull the latest copy straight from Ditto’s API. They know they’re implementing exactly what’s been approved, with no last-minute surprises.

“Developers don’t have to DM a designer to double-check a string. It’s all right there,” Justin said. “If they have a question, they look in Ditto first.”

Small tweaks don’t derail development

If a copy update comes up during QA or after release, the Content Design team makes the fix directly in Ditto. Then, because of the sync with their codebase, they just run an API pull to ship the change.

The Results

Switching to Ditto has made a real difference for Passare’s product teams and their customers.

Copy feels consistent everywhere: With Ditto, Content Design keeps the same tone and clarity across screens and features. That consistency builds trust with funeral directors and the families they serve.

“It’s more than just getting the words right. Clear, caring copy helps us show our customers that we understand what they’re going through,” Justin added.

Teams work together more smoothly: Content Design and engineers share the same system. Kelsey knows her work won’t get rewritten later. Engineers know they’re shipping exactly what was approved.

Updates are faster and cleaner: Small copy tweaks no longer mean searching through design files or making last-minute fixes in code. The right people see changes early and approve them before development.

“We spend less time double-checking the words during QA because they’re already locked in. It’s one less thing to worry about,” Justin said.

A system that scales: As Passare grows, Ditto makes it easier to keep their product copy consistent without adding extra meetings or manual fixes.

The Business Impact

Better copy processes have real benefits for Passare’s business:

• Less wasted time clarifying or fixing wording
• Fewer bugs related to mismatched or outdated copy
• Faster releases with fewer delays
• A smoother experience for families and funeral homes during sensitive moments

“Ditto helps us treat content as a real part of our system, not an afterthought. That makes our product feel more polished and trustworthy,” Justin said.

For Passare, using Ditto has turned product content into something intentional they can manage and improve — not just react to at the last minute. It’s helping their team keep communication clear, so they can focus on what really matters: supporting families when they need it most.

“Good copy builds trust. Ditto helps us get that right."