Showed users were confused about process and what they were doing or what they could get from ancestry. Good conversion, but poor UX. Used Ethnio to intercept and talk with users.
Took key quotes and finding about what users were doing, thinking, and feeling from interviews to help determine areas of opportunity at each page of the flow.
version A, upfront choice
Explored asking users upfront about their motivation and curiosities for using Ancestry, then delivering a targeted flow based on their own adventure. Testing showed that users liked choosing a route and also highlighted the value of ancestry.
version B, in-context guidance
Explored different ways to help guide users through decision making and get them used to the genealogy process.
Iterated on different ways to upsell the user when it benefitted them. Wanted to make sure the user got through one cycle of the process to begin understanding genealogy before signing up.