Home Page - Discoverability and User Engagement
23andme
Overview
I led the 23andMe home page redesign that guides customers through all our services. The objective was to provide meaningful and personalized information, while surfacing interesting activities for them to engage with.
This new, personalized homepage aims to provide customers with easy and straightforward access to their most important personal information — their own genetics. Customers easily gain insights into how their genes make them unique. The new homepage guides them, with personalized recommendations, to get the most from 23andMe.
The Challenge
- Personalization is essential. Everyone is unique and their results should illustrate that. If we could create ways to personalize the experience, our services would feel more friendly, human and approachable.
- Easy navigation will enhance value. Some of our customers know exactly what they are looking for and just want a quick way to find it. Other customers aren’t sure what features are available to them. We should create a system that allows all customers to find what they are looking for, while also offering a way to discover new things they were previously unaware of. As customers go on their own individual journeys, they would benefit from recommendations for what to do next.
- Summarize and provide context. Ultimately our goal is to help customers better understand themselves through genetics. We should find ways to inform and educate our customers about how genetics influences their lives. Our job is to connect the dots and provide easy to understand take-aways.
Design Sketches and Wireframes
By creating a mass quantity of quick wireframes, in a day, I can quickly get feedback from my design team members and other stakeholders.
A/B Testing
After narrowing down to two design directions, I’d test with current customers and those unfamiliar with 23andMe.
2. A Focused and Guided Experience. Summarized information mixed in with an engaging, personalized activity feed. This would introduce customers to new areas to explore.
1. A Comprehensive Overview. This encouraged free-range exploration. In this model we would expose almost everything available to the customer, in one dashboard.
Instead of a singular winning direction, we learned that customers wanted the best both designs. Customers want clear and easy navigation, interesting take-aways, and guidance on what to do next. We also came away with new findings, such as personalization doesn’t mean a prominently featured profile photo. “I already know what I look like! I don’t need to see my face at the top of the page”
