Client Project
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Ancestry DNA – Visual Design System
We helped Ancestry DNA, a leader in genealogy and genomics, define and develop a unified visual language system for their trait products using an iterative, user-driven framework.
The initiative focused on two primary objectives: to create a cohesive system of conceptual trait illustrations that helped users explore how their genes influence physical, nutritional, and sensory traits, and to ensure the visuals remained appropriately abstract, avoiding implications of scientific precision or universal accuracy for every individual.
The project followed our user-centered, iterative process—encompassing foundational research and discovery, qualitative research, and conceptual exploration informed by user feedback. This process guided the development of a visual language that brought consistency and clarity across Ancestry’s trait products, while layering illustrations over diverse, human-centered photography to deepen storytelling.
Additionally, the product’s visual system emphasized social engagement, education, and fun—combining scientific insight with approachable design, storytelling, and custom photography to deliver an engaging and memorable user experience. Informed by the completed live visual system and user analytics, the Traits product section achieved a 75% customer satisfaction rate and a 40% take rate among users, while weekly visits across all DNA products increased by 326%.
Note: The graphic above is a coalescence of artifacts—including research, design, illustration, iconography, and photography. Together this board shaped the overall visual language for Ancestry’s digital products.
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Ancestry DNA
Consumer Genetic Testing -
Visual Design System
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+ Concept Development
+ Illustrative Storytelling
+ Product Research
+ Qualitative Research
+ Sketching & Ideation
+ Visual Identity System