project overview

With the data Ancestry had, this was a logical next player that could be very powerful for users. There was also a B2B play in partnering with medical entities. This project focused on the consumer side. 


  • The goal was to create a health product that could be a feature in the DNA kit.
  • Empower users to have a fuller picture of their family history, including their genetics and know more about what they may be at risk for. 

My role:

  • Strategy, research, planning, interaction and visual design.
  • I worked with a lead designer and senior designer on this. 


user research

Started with Ancestry’s core segments that have interest in health and DNA. Did some live interviews and developed proto personas.


value propositions

Led an exercise with UX, product, dev, and marketing to go through the customer jobs, pains and gains, and map them to product opportunities.

Guiding principles

We set product principles for Health outside of the core company ones.




The map below illustrates how Health would fit into the greater DNA ecosystem. DNA grew quickly, and we were starting to see navigational issues between silo-ed product features. We were working on interrelating the products, so it was easier for users to navigate and there was a more seamless user experience. 


More diagrams:


creating a template

Since this product was very content heavy, worked with the content strategist and UX copywriter and design team to create a template for the reports since this project had to scale to include many reports.

This was the template structure in wireframe state and how divided up the work between designers. I led the charge on keep everyone organized, on-time, and holding design reviews.

This was the template structure in wireframe state and how divided up the work between designers. I led the charge on keep everyone organized, on-time, and holding design reviews.


low fidelity mocks

This was our team board where we put up progress for critique and an office wall for stakeholders to comment on. It also helped see inconsistencies in design.


More low-fi mocks in gallery below:

Used low fidelity mockups to test user comprehension of result and navigation as well as desire for the product.



Highlighted learnings about what worked in copy, what was too much, what was scary, what sorts of visuals would work.


Created a variety of different visual treatments and tested with users to see what made the (sometimes heavy) medical content more digestible, and what could potentially offer delight.




We did user research to test comprehension of the reports and further iterate.


dashboard iterations

Conducted different user tests to see what dashboard layouts and content worked best to house all the reports.



Another component of the Health product was getting data from users about their health through quizzes. 

We tested different types of inputs and data to see what resonated best with users.


design system 

Outlined report components as ideas grew to promote consistency throughout the product and align with existing features.


This was the MVP sent to the FDA for regulatory conversations. This project was on again, off again, and ultimately the business prioritized other areas in the DNA product.

Next steps

Using tech to empower people to learn more about their health landscape, especially from a family history standpoint, was one of the most meaningful projects I ever worked on. I look forward to keeping a pulse on how the direct-to-consumer health tech spectrum plays out and contributing however I can.

  • Simplifying concepts and making the reports more digestible through better chunking, and perhaps more interactive, is where I was going next for this project
  • We did a lot of testing with users and iterating based on their feedback, continuing to aim for easy-to-understand and comforting presentation of information