77% more trials
Across all conversion points
5x subscribers
Increase in the last year
60% conversion rate
1st record match to active subscriber
65% increase
Family tree builder engagement
My Role
Product Designer
The Team
1 x Product Designer
1 x Product Manager
2 x Developers
1 x Marketing Manager
Year
2023 - Ongoing
Through continuous refinement, we’ve crafted a powerful solution that not only makes genealogical research easier but also more engaging and rewarding for users.
As we fine-tuned the platform’s features, users started discovering more about their ancestral roots, hence prompting deeper connections and sustained growth.
To guide our design process, we first identified three key user personas based on initial research and discovery.
These personas captured the core segments of our audience, and as we gathered further insights, they evolved to reflect a deeper understanding of our users' needs, challenge and goals.
We continuously interviewed users and individuals with experience tracing their Chinese ancestry to gain deeper insights into their evolving needs.
Over time, recurring themes and patterns emerged in their experiences, which played a crucial role in shaping our design decisions and refining the user journey.
Empathy Workshop
I observed that there was no shared alignment amongst our team on user needs, motivations, or behaviors, which hindered effective decision-making.
I've made this possible with the 6-panels empathy workshop that enforces the storytelling approach to our understanding.
My goal was to bridge this gap and ensure that everyone in the company could develop a deeper sense of empathy for our users, helping us build more user-centered solutions.
12 people participated in a 30 minute workshop.
Affinity Mapping of Workshop Results
We organized insights from our workshop into key stages of the user journey.
Storyboarding
By mapping out each touchpoint, we identified not only the challenges users face but also the emotions they experience along the way. We made it a priority to avoid integrating our product at any step to ensure the spotlight remained entirely on the user's journey.
This structured narrative approach helped in development of the storyboard to align our team on how to address user pain points effectively each step of the way.
Here are some of the key solutions we have developed so far based on our research.
📜 Verified Records Matching
We've addressed user concerns by offering a verified database of Chinese records, including Zupus (Chinese clan books) and other trustworthy sources.
Our automated record matching system cross-references details from user's family tree with its vast repository of historical data.
The matching system also adds confidence to the process, as it verifies connections through historical accuracy checks. Users can rely on this system to guide them and feel confident about the results.
This is the bread and butter of our product and we've reached 60% conversion rate from the first record match to the active subscription.
🌳 Family Tree Builder & Personal Records Library
We have developed an interactive family tree builder that allows researchers to consolidate all the people they've discovered into one easily navigable space. They can also invite other people to view and help them edit their trees.
Each family member’s details can be saved and relationally labeled, ensuring a clear view of the connections between individuals.
The platform also includes a media and records library, so users can upload documents, images, and personal notes about each relative.
By keeping everything organized, users can focus on her research without being overwhelmed by scattered details.
🚀 Enhanced Onboarding Journey
We observed a significant drop in engagement with our family tree builder following a surge in new registrations.
To identify the underlying issue, we embarked on a comprehensive exploration, starting with moderated and unmoderated usability tests alongside in-depth user interviews. We also launched A/B tests of the current onboarding flow to see if our initial hypotheses could lead to tangible improvements.
In addition, I facilitated a team workshop focused on onboarding and growth to collaboratively brainstorm potential solutions.
Affinity Diagram
Through affinity diagramming, our combined insights from testing, interviews, and workshops revealed key bottlenecks, helping us prioritize and shape the next steps of our strategy.
Prioritization resulted in a couple of main ideas that stood out:
👣 Full screen onboarding for an easy start
Guide users to begin their family tree by focusing on just the key details: themselves, their parents, and one grandparent. No distractions, no overwhelm.
🎯 Harnessing goal gradient effect
After onboarding, users see immediate progress on their tree, encouraging them to keep exploring and building.
🤝 Long-term guided progress
With event triggers and tips throughout the journey, users are guided towards automating discoveries through records matching.
Initial Flow Development
