
ANCESTRY
IMPACT: Research uncovered multiple touch points in the free trial onboarding flow that caused user pain points. Insights generated over 150 experiments that were tested leading to a 20% decrease in new user drop off and 6% increase in revenue.

01
STUDY objective
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Understand why customers who signed up for a free trial dropped off in less than 24 hours after signing up.
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Understand the needs of our core (US) and emerging market (DE)
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Provide actionable insights for product roadmap.
02
METHODOLOGY
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Conducted IDIs
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Contextual inquiry
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Cognitive walkthroughs
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Collaborated with a vendor to perform study in DE.


03
PROCESS
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Mentored junior researcher to distill tactical and strategic insights.
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Led participants debriefs after sessions.
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Led team brainstorms based on tactical insights.
04
INISGHTS
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Participants experience cognitive load when filling out family information.
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Participants did not understand the value they were working towards.
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Participants could not comprehend how to use the platform.
