responsive web, product design & research
helping people discover "where they're from"
AncestryDNA is Ancestry’s at-home DNA kit product, enabling customers to find out their estimated ethnicities as well as their genetic relative among our 18+ million test-takers.
How do we meaningfully re-engage our customers after they got their long-awaited result?
Being able to claim a small portion of the globe as your heritage is great and all, but our customers repeatedly tell us that the true connection happens on the person level. In the redesigned experience, we take our customers through these levels of connections. Starting from the ethnicity level, zooming into their genetic communities, and finally inching closer to that individual connections through their genetic relatives.
Through the stories of their DNA, we lead them through a journey of genetic genealogy and connect them to other family members in our community.
For the full case study of this project, please inquire directly at theresautanto@gmail.com.