The Find My Past landing page was built with experienced users in mind, offering little support for newcomers. Once registered, new users weren’t guided through the platform, and we lacked insight into what drives someone to start exploring their family history. This created a gap in engagement at a crucial moment right when curiosity should turn into action.
Value Proposition
After conducting several rounds of interviews with real users I was able to ascertain the 'jobs to be done', 'gains', and 'pains' of our beginner users.
I arranged these into a value proposition canvas for each of the two user segments we identified;
🕵️♀️ 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.
