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HiSTORYTELLER


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HiSTORYTELLER


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Unless You Are a Native American, Your Family Came from Somewhere Else
— Barack Obama
 

PROJECT OVERVIEW

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In collaboration with two UX designers, our goal was to understand the problem and discover an area of opportunity for an existing brand. First, we had to write an offer to state the initial issue, then we chose the brand including the background of the company. We prepared backups in case if our offer would not be approved. Once the documents ready, we shared them with the teaching staff including students, and were pleased to see our proposal was approved!

We realized that some people are not aware of their roots and their ancestral history, so we chose Ancestry.com as our brand.

 
 

MY ROLE

- Competitive/Comparative Analysis
- User Interviews
- Data Synthesis
- Personas
- Sketching
- Wireframing
- User Testing
- Prototyping

TOOLS

Sketch, Photoshop, KeyNote, OmniGraffle, Invision, pen, paper

 

TIMEFRAME

10 days

 
 

 
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About Ancestry.com

Ancestry.com is the world’s largest online family history resource and the best place to build a family tree, find new ancestors, and share discoveries with family. The business operates a network of genealogical and historical record websites focused on the United States and nine foreign countries. User-generated content tallies to more than 70 million family trees, and subscribers have added more than 200 million photographs, scanned documents, and written stories.

 
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About HiSTORYTELLER

HISTORY TELLER is a great app for heritage-related travels, designed for those who seek to discover their ancestors cultures and roots. Through a personalized, location based experiences, users uncover local attractions related to their ancestors.

 

How it works

  1. Users provide information already known about the ancestor.
  2. The existing information interpolates with the data that already exists in Ancestry.com's database but it is yet to be explored.
  3.  The app recognizes that the user is on location and provides suggestions such as ancestral related local spots, the Postcards.
  4. The postcard provide information with historical explanation about the location related to the ancestor, for instance; it could be a place where the ancestor used to work, or a related local event that affected the ancestors life
  5. At the end of the trip, the user can download a slideshow of the trip, including photos taken during the trip as well as the route he/she took

 

COMPREHENSIVE RESEARCH

In order to learn about Ancestry.com and it's place in the market, we analyzed competition spaces using Competitive/Comparative Analysis method: 

 

Travel & Entertainment

Google Trips
Pokemon Go

History

Ellis Island
History.com
Heritage Tours

Geneaology

My Heritage
Geni

 
 

After synthesizing the analysis results, we have learned that each of our competitors specializing in a specific field, however, there is no app in the market that is educational, entertaining, travel related, involves genealogy, and can be used on-the-go

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Brand Analysis (SWOT)

SWOT analysis was the best research method to go with in order help us shaping the personality and the behavior of our app.

STRENGTH

  • Rich resources such as photographs and records, added by members and already available at the Ancestry.com database 
  • Since the app is related with Ancestry.com, it is already available to many existing members
  • The app delivers an International multi-cultural touch
  • Availability of themed subsidiaries (military records, famous graves)
 

OPPORTUNITY

  • Members are willing to pay for information
  • No player in the market provides a similar service
  • Millennials are spending more money on travels

WEAKNESS

  • Relatively weak international presence since Ancestry.com is active in only 9 countries
  • Increasing competitors in genealogy market; Many businesses offer DNA sampling
 

THREAT

  • Information provided by Ancestry.com is based on Caucasian/African American, and not other ethnicities
  • Often perceived as a hobby for older demographics
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HiSTORYTELLER User Interviews


USER INTERVIEWS

HiSTORYTELLER User Interviews


USER INTERVIEWS

 

I was in charge of 3 user interviews. We've had 9 total as a team. The users I've interviewed were between 29 to 42 years old. I wanted to learn how passionate people are about being guided by a smartphone application when traveling.

 

TAKEAWAYS

100% of our users were passionate about the discovery of more information related to their ancestors, their native cultures, and stories related to how they used to live their lives. People expressed that acquiring more information is valuable and contributes to a stronger sense of identity, a trait that everyone is after.

While connecting with the users I've learned that people are willing to travel so they can learn about their heritage. We've also learned that users carry different items while traveling, however, they wouldn't give up the reliability and accessibility of their mobile cellphones


 

AFFINITY MAPPING

By using Affinity Mapping (pictured above) we were able to synthesize the data collected from our user interviews. Then, we created  our primary and secondary Personas:

 

PRIMARY PERSONA: TOM (age: 34) 

Likes to share his experiences with friends on social media
Enjoys local experiences when traveling
Interested in spontaneous explorations when traveling

SECONDARY PERSONA: HELEN (age: 42)

Looking for ways to record stories and memories
Enjoys the convenience of guided tours when traveling
Interested in suggestions of well-known destinations

 

Now that our personas came to life, we've had them as our representatives for our next step - Ideation & Sketching

 
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HiSTORYTELLER Ideation Sketching


IDEATION & SKETCHING

HiSTORYTELLER Ideation Sketching


IDEATION & SKETCHING

When it comes to making the right decision for the app features, we decided to implement the MoSCow Method. We came up with 24 different features and behaviors for the Must, Could, Should, and Won't rubrics. After testing them with users and with the KPI's in mind, we narrowed down our selection to the ones below:

 

MUST

  • Push Notification
  • Text based content about place
  • Upload information and create a profile of ancestors
  • Content available for offline download
  • Google map API (GPS)
  • Upload memory to personal Ancestry.com account
  • Compile a slideshow from captured memories

COULD

  • Contact a local tour guide
  • Slideshow in video format
  • Timeline of attractions history
  • Revealed information when reaching a location
  • 'Gamified' incentives to attract users to places
 
 

SHOULD

  • View route taken (map view) during the trip
  • Suggestion of local attractions
  • Safety suggestions / local guidelines
  • Filter feature (interest / area / era / kid friendly)

WON’T

  • Find family with same last name
  • AR overlay
  • Trip themes
 

 

USER FLOW


 

LOW FIDELITY SKETCHES

Before getting into the wireframes stage, we practiced a method called Design Charrette where each team member came up with ideas rapidly under tight time constraints. We then reviewed each others ideas, and were able to jump right into the wireframes.


 

MEDIUM FIDELITY WIREFRAMES


 

USABILTY TESTING

We interviewed 9 people with the script ready. We wanted each user to go through the same route of tasks, to walk through the app as travelers on a journey and follow the script. Some of the questions were:

  1. Explain the purpose of the page shown to them
  2. Explain what they expect to see at the next screen
  3. Find correct navigation icon for certain tasks
  4. Find and Export the trip into a slideshow
  5. Start a new trip

Once we synthesized the data, we saw that users find our app to be easy to understand. I was pleased to see how easily users navigate through the app and also complete the tasks given to them. 

Our users expressed the need to save all the data collected during the trip so they can share it with their friends. We created a dedicated screen to let the app generate a slideshow with a share button.

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HiSTORYTELLER Iterations


ITERATIONS

HiSTORYTELLER Iterations


ITERATIONS

 

PROBLEM

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Unclear icon colors at GPS screen

SOLUTION

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Icon legend added at the bottom of the GPS screen


 

PROBLEM

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SOLUTION

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Icon of vintage lady feels detached from app screens

Icon added to Postcards as stamps for an overall unified look


 

PROBLEM

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Confusing locations at GPS screens

SOLUTION

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List View option added