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2008-9

The various iterations of 23andMe's public-facing site explored ways to convey the ideas and value proposition of consumer genetics to the average person.

Awards

Time Magazine's 2008 Invention of the Year

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Main landing page re-design for 23andMe coinciding with the announcement of winning Time Magazine's 2008 Invention of the Year award. The design emphasized a sense of arrival and excitement. Login and kit claiming are made prominent to help prospective customers understand that 23andMe is an internet product. The four product pillars of Health and Traits, Ancestry, Sharing and Community, and Research are called out below.
Ancestry Product landing page. The strategy for this particular product was to differentiate from the visual language of typical ancestry products (sepia photographs, etc.) and to emphasize a fresh approach to genetic history, diversity, and technology.
Ancestry Product Subpage for Relative Finder. This page explains how 23andMe uses DNA sharing to identify living genetic relatives with a high level of precision in relationship prediction. As a major product differentiator, this was the first subpage of three.
Ancestry Product Subpage for Global Origins, a series of features designed to tell the story of a member's unique genetic heritage.
Health Product Landing page. The strategy for this product was to emphasize the idea of being empowered through knowledge to better care for the health of self and family. Directly in constrast with typical imagery of genetic testing, the images here emphasize human relationships.
Health Product Subpage for Carrier Status. This page emphasized prevention of genetic disease and risk mitigation.
Health Product Subpage for Genetic Risk. The focus for this page was on living well, and learning through one's genetic risk about actions to take regarding preventive health.
With a comic-strip style diagram that was frequently imitated in competitor sites, the How it Works page functions to give visitors a down-to-earth sense of what the genetic testing service entails.
The Store page featured the three products. Each section could be expanded on click to show that product's offerings in more detail.
Main landing page from mid-2009. This page was designed to improve SEO by including a number of key terms. Based on user testing, more effort was directed towards explaining right away what the product was. A search box for conditions helped users immediately check to see if the test covered a condition they were interested in.
The lower half of the main landing page included links to Member Stories Gallery, news items, and informational links.
The Member Stories Gallery was conceived and designed to bring a human perspective to the unfamiliar terrain of genetic testing. Various members shared stories of what they learned about their genetic information, from ancestry to health concerns.