MY ROLE
As the lead designer for this project, I played an integral role from the early strategy stages to the final execution. My responsibilities included:
Identifying problems through the user-interaction to identify areas for opportunity
Aligning the needs and visions of different teams (product science, digital experience & social teams, engineering, product, and marketing) to state clear goals
Concepting, and ideating visual solutions, designing high-fidelity mocks, and continuously reviewing with the design team for consistency with the overall product experience and brand visuals
Collaborating with the product science team, copy writers, product designers, brand designers to plan and test concepts to existing users
Working with the Engineering team to develop designs that are responsive and scalable
ABOUT THIS PROJECT
Initially, we were approached by key Project Science team stakeholders with a business problem: data indicating that customers wanted to share elements of their reports, but no existing solution. Not addressing this would have an impact on product NPS and a potential impact on sales. In order to properly understand the project scope and objectives, and eventually come to the best solution we followed a Design Thinking process:
01. FRAME A QUESTION: Based on the project brief, we identified a driving business question that inspired us to search for creative solutions. The Share card project began as a project that aimed to improve the user interaction within the product, increase engagement within specific reports and create personalized, shareable moments for the customer within 23andMe’s product. But, conversations with key stakeholders helped us understand that this project was more ambitious than previously defined – in order to create a solution for this project, it also required re-evaluating our social content architecture and visualization.
What started as one project, ended up becoming two.