Genelink

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Role: UX/UI Designer - Research, Prototyping · Duration: 3 Days · Tools: Figma

A DNA-powered platform to reconnect with long-lost relatives, offering secure genetic matching, communication tools, and educational resources for a seamless and meaningful experience.

Genelink

The Challenge:

Connecting families through DNA analysis becomes challenging when users face disjointed tools and interfaces. This fragmentation complicates the search process and hampers effective communication and meaningful connections, especially when dealing with extensive genetic data.

Target Audience

People want to know where they come from and to whom they are biologically related. People who might be adopted or gave up their children for adoption and wish to reconnect, or people who are mostly mixed race and orphaned. Aged between 25–55, financially comfortable — DNA testing is not cheap.

Design Process

How I managed to create this experience in a couple of days? I followed a lean UX method which streamlined processes to ensure timely delivery.

01.Discovery Quantitative and 3rd party research Competitive Analysis
02.Ideation Analyzing insights Crafting personas Defining avenues
03.Creation Information architecture Branding Visual design

Discovery

Research

Let's Connect People!

Since I did not have access to users for research due to the limited timeline, I used third party sources for quantitative research data and tried to infer from it.

At 2019, more than 26 million consumers had added their DNA to four leading commercial ancestry and health databases. If the pace continues, the gene troves could hold data on the genetic makeup of more than 100 million people within 24 months.

MIT Technology Review

Ancestry testing also can yield unanticipated results such as lack of expected ancestry or the presence of unexpected ancestry. Discordance between pairs of siblings or between father and child can reveal nonpaternity, which is estimated to occur in approximately 1% to 2% of births in Western populations. These results could have significant psychosocial impacts.

National Library of Medicine — National Center for Biotechnology Information

If you have taken these tests, you may see the percentages in your ancestry report fluctuate over time, or if you've taken multiple DNA tests with different companies you may see slight differences in the report numbers. This could be due to differences in each company's methods, the continued growth and improvement of the reference datasets, and other factors.

NIST

Most participants understood that test could provide insights about ancestry and kinship, although some individuals in every group raised questions about the accuracy and stability of results, with some expressing worries about scientific errors. A few participants were surprised to learn that the accuracy of a user's results depend on the pool of people who had previously been tested.

National Library of Medicine — National Center for Biotechnology Information
26M+

Added their DNA to four leading commercial ancestry and health databases

1-2%

Discordance between sibling pairs

Competition & Benchmarking

23andMe
Strengths

Strong brand reputation, comprehensive genetic testing services, focus on health insights, and extensive genetic database.

Weaknesses

Potential privacy concerns, and complex health-related data interpretation.

Opportunities

Integrating more personalized health recommendations.

Threats

Other platforms with advanced AI capabilities.

Ancestry.com
Strengths

Established brand recognition, large user base, comprehensive genealogical resources, advanced DNA testing technology.

Weaknesses

Complex user interface, high cost for users, privacy concerns, limited international reach.

Opportunities

Simplify user interface.

Threats

Complexity may lead to longer adoption times.

Map my Genome
Strengths

User-friendly interface design, intuitive navigation for genetic testing services, visually appealing data visualization, and personalized user dashboards.

Weaknesses

Limited customization options for user interface preferences, and potential learning curve for new users.

Opportunities

Leveraging emerging technologies for interactive user engagement.

Threats

Competitive pressures from other UI/UX-focused genetic testing apps.

My Heritage
Strengths

Intuitive and visually appealing user interface, interactive family tree builder, multimedia integration for photos and documents, and user-friendly navigation.

Weaknesses

Challenges in maintaining UI consistency across different devices.

Opportunities

Leveraging AI for personalized user interaction.

Threats

Risks of design fatigue with long-term user engagement.

Ideation

Sarah
Sarah, 34
Marketing Manager

About

Sarah is a tech-savvy professional with a passion for uncovering her family history. She lives in a suburban area in the USA and enjoys exploring new technologies that simplify complex tasks. Sarah has a bachelor's degree in marketing and works for a mid-sized company, where she applies her creativity and analytical skills.

Goals and Motivations

Sarah is eager to discover her ancestral roots and connect with long-lost relatives using modern technology. She values efficiency and wants a user-friendly app that seamlessly integrates DNA analysis with intuitive UI/UX design. Sarah is willing to invest in reliable tools that provide accurate results and meaningful connections.

Challenges

Sarah finds the process of navigating through extensive genetic data and complex family connections daunting. She seeks an app that simplifies this process while offering robust features for communication and data visualization. Privacy and data security are also significant concerns for Sarah when using genetic testing and family history services.

Technology Usage

Sarah is proficient in using smartphones and computers for both work and personal tasks. She prefers apps with clean, modern interfaces that are easy to navigate and provide clear instructions. Sarah appreciates apps that offer customization options to tailor the user experience to her preferences.

"I want an app that not only helps me uncover my family history but also makes the journey enjoyable and easy to understand. Privacy and accuracy are non-negotiable for me—I need to trust the app with my genetic data."

Michael Nguyen
Michael Nguyen, 42
Software Engineer

About

Michael is a driven software engineer who resides in a bustling urban area. He holds a master's degree in computer science and works for a tech startup, where he applies his expertise in coding and problem-solving. Michael enjoys exploring new technologies and is interested in using them to uncover his family history.

Goals and Motivations

Michael is curious about his ancestral origins and wants to discover connections with distant relatives through DNA analysis. He values efficiency and accuracy in tools he uses, preferring apps that offer seamless integration of genetic data with intuitive UI/UX design. Michael seeks meaningful insights into his heritage and desires a user-friendly app that simplifies the complexities of genealogy.

Challenges

Navigating through extensive genetic data and interpreting complex family relationships poses challenges for Michael. He seeks an app that not only provides comprehensive genetic analysis but also simplifies the presentation of family connections. Michael is cautious about data privacy and wants assurances that his genetic information will be handled securely.

Technology Usage

Michael is highly proficient in using technology, particularly smartphones and computers, both professionally and personally. He appreciates apps with sleek, modern interfaces that are easy to navigate and offer customizable features.

"I'm fascinated by the potential of technology to uncover my family history. I want an app that not only gives me accurate genetic insights but also makes it easy for me to explore and understand my ancestry. Security and privacy are paramount—it's crucial that my genetic data is protected."

Creation

How Might We

After understanding the research & personas, I was able to visualize how the solution might look like.

Communication system

Build a system to help users connect and communicate with each other.

DNA Insights

Visually represent DNA insights and give information in byte-sized format.

Family Tree

Easy to create, parent-child link based family tree.

Knowledge center

For making users aware of DNA testing, its possibilities, and addressing concerns.

Information Architecture

Splash ScreenLogin /Registration PageWith Option to SSOFirst timeregistrationMobile NumberNameImageSSOPossible to add atouchpoint forwelcome discountDashboard PageStoriesDNASnapshotPotentialMatchesCardsNotificationsUserProfileKnowledgeSectionMy DNA PageMatch detailspopoverClear allProfile...Page witharticle lists• View Family• Tree• Send• message• Request or• dismissDelete / Modifyaccount, settings fornotifications andotherArticle PageSave, Share,Read aloud, seemore like thisMessagesMessage...ChatsSearchFiltersDetailspopover• View• Family• Tree• Accept or• rejectFamily TreeYouAdd ParentSwitchviewsSearch• Add father• Add• motherDetails ofinformationAfter adding infoMy DNADisclaimerforreassuranceDNABreakdownethnicitywiseHealthissuesPotentialMatchesCardsMore details,locationOption toconsultpartnerdoctor

Low fidelity wireframes

Dashboard
MY DNA card
Close match
Articles
Image
<
Logo
Login
<
Family tree
+
+
+
+
Father
Mother
Me
<
Chats
Search
Paper sketch — onboarding + home flowPaper sketch — family tree flowPaper sketch — dashboard layout

I also made some paper sketches to help me orient myself

Branding

The logo

Before jumping into UI screens, I needed the logo, colors and typeface that would determine the UI style and art direction. And so I started sketching…

Logo sketch 1Logo sketch 2Logo sketch 3Logo sketch 4

DNA chain with link — to denote connection and people

GeneLink logo with proportion guides

Design ethos

Highly Intuitive
Visually Appealing
Enjoyable Experience

Color rationale

Pure White: Crisp · Pure · Perfection · Honesty · New Beginnings
#FFFFFF
Royal blue: Eminence · Sophistication · Trustworthiness · Reliability
#344EAD
Greys
#F4F4F4
#EAEAEA
Secondary & text
#F2F1DF
#3A353D
Semantic
#DE3E3A
#EAB040
#4CACA6

A sneak peek into my envisioned design

Dashboard sneak peek
My DNA screens

Future Scope

Lot more can be done on this application,

Few of the features which can be implemented to make this application versatile and cutting edge.

  1. Use artificial intelligence to provide more accurate ancestry predictions and potential family connections based on genetic data patterns and historical records.
  2. Allow users to visualize their family tree using augmented reality, providing an interactive and immersive way to explore their ancestry and family connections.
  3. Create interactive storytelling features that allow users to add and share stories, photos, and videos about their ancestors, enriching the family history experience.

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