Guidance

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project overview

The goal was to guide first-time users more through using the product and genealogy to develop their mental model. Also wanted to update styles and improve the mobile experience. My role was interaction and visual design assisting with research.


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user research

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.


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empathy map

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.


wires

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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.

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version B, in-context guidance

Explored different ways to help guide users through decision making and get them used to the genealogy process.


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testing

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.


visuals

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desktop

Iterated on different ways to explore family trees and offer in-context guidance.

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mobile

Iterated on how to make growing a tree and looking at records easier for new users. This was really not optimized for mobile and barely responsive.