Year in Review
ROLE
Product designer
TIMELINE
Oct 2024 - Dec 2024
TEAM
2 Designer,
1 Product Manager
2 Engineers
Work
PROBLEM
More emails didn’t mean more engagement.
In previous years, YIR was shared only through email with a few stats. In 2023, we sent it to 5M subscribers without stats as a test, but it drove only 32k clicks (0.62% CTR), lower than 2022.
GOAL
Expanding Year in Review Beyond Email
By enhancing the year in review email an in product experience , we can drive more users back to the site ultimately increasing engagement and sign ups.
What Success Looks Like:
- Cousins loyalty via personalization
- Increased upsells and signups
- Increased user engagement​
SOLUTION
Year in Review
We made a transformative leap through an in-product experience that not only highlights users' achievements but also encourages continued engagement and prompts them to unlock more discoveries through subscriptions and upgrades.
RESEARCH
Mapping the year in review landscape
We began by reviewing past Year in Review email campaigns and comparable industry experiences to uncover gaps and opportunities.
Key user segment
Family history member & DNA customer
Family history member
DNA customer only
This customer has the entire ancestry product suite and access to all the features.
This customer is a subscriber and has access to all the family tree and genealogy.
This customer only bought our DNA kit is has access to DNA features.
DESIGN JOURNEY
Mapping the year in review landscape
We began by reviewing past Year in Review email campaigns and comparable industry experiences to uncover gaps and opportunities.
Figjam brainstorm
We collaborated across Product, Creative, Marketing, and Engineering to align on user motivations, CTA strategy, and accessibility.
Ideate on key elements
Designed clear user journey from email to in-product experience, incorporated swipeable stats, used a modular layout for personalization, and strategically placed CTAs to drive engagement and subscriptions.
Brand Identity
Our visual approach aimed to create a celebratory yet engaging, experience. We leveraged Ancestry brand colors, illustrations and animations
FINAL PRODUCT
Year in Review
Made a lead through an in product experience that not only highlights users achievements but also encourages continued engagement and prompts them to unlock even more discoveries through subscriptions and or upgrades
Role