Senior Product Designer
I kicked off this project by creating a product map and a flow diagram to help the team understand all offerings from our product and how the individual features relate. This is not something that AncestryHealth had done before and it proved to be useful for everything from onboarding new team members to planning.
The next step was to analyze transactional emails every health customer received, from their purchase confirmation to the moment their results are ready. We used these emails to identify each step in their journey. We then generated customer sentiments from user feedback and mapped them to the appropriate moments within the journey.
During this phase our product managers were creating an experience strategy and identified 4 pillars to help guide all design decisions moving forward.
While the pillars were excellent drivers for a best-in-class experience, I still needed to understand how AncestryHealth fit into our customers’ lives. To communicate this I created my own POV on how our product provides several data points that make up a customers complete health profile or health "kit".
From there, we started the design phase with the entire email series. The sequence of emails sent at key moments in the process was purpose-written to solve for known pain-points in the journey and provide a path into the product.
With our strategy in mind, we then set to prepare customers for receiving their final results with curated content. In addition we provided a set of tasks that helped customers understand their health as multiple parts that make up a profile. We also utilized data from other areas of the product to deliver a more personalized experience.
We added many new components and functionality to our design system. During the last phase of this effort, in order to expedite the build process and save time, I created functional specifications and business rules for each of the components as a reference for our engineers.
