The Find My Past landing page catered to experienced users, leaving newcomers without guidance. Once registered, users weren’t supported or understood, creating a gap in engagement just when curiosity should turn into action.
Value Proposition
Through user interviews, I identified beginner users’ jobs, gains, and pains, and mapped them into value proposition canvases for the two key segments.
Private Detectives
Customers who wanted to unearth a single discovery.
Hobbyists
Customers with a longer life-time value who tend to enjoy the research process.
The Private Detective
Motivated by discovering something specific about their family history, usually because of a birth or death in the family, or because someone has become ill. They have an immediate interest but whether or not they remain engaged depends on what they discover early on.
The Hobbyist
Usually takes on the role of family historian with the aim of passing as much as they can on to the next generation. They take research seriously, looking to discover as much as possible. Hobbyists are often already experts and will spend a lot of time mapping out their family tree.
Concepts
After discussing the concepts with a Product Manager and our Head of Product I went to work creating some hand-drawn concepts to validate with real users. I created a couple of versions to A/B test with each user type.