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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.

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01

STUDY objective

  • Understand why customers who signed up for a free trial dropped off in less than 24 hours after signing up.

  • Understand the needs of our core (US) and emerging market (DE)

  • Provide actionable insights for product roadmap. 

02

METHODOLOGY

  • Conducted IDIs

  • Contextual inquiry

  • Cognitive walkthroughs

  • Collaborated with a vendor to perform study in DE.

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03

PROCESS

  • Mentored junior researcher to distill tactical and strategic insights.

  • Led participants debriefs after sessions.

  • Led team brainstorms based on tactical insights. 

04

INISGHTS

  • Participants experience cognitive load when filling out family information.

  • Participants did not understand the value they were working towards.

  • Participants could not comprehend how to use the platform.

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