https://joryhemmelgarn.com Jory Hemmelgarn Thu, 10 Sep 2020 04:27:03 +0000 https://joryhemmelgarn.com en https://joryhemmelgarn.com/DNA-Traits Thu, 10 Sep 2020 04:27:03 +0000 Jory Hemmelgarn https://joryhemmelgarn.com/DNA-Traits Genetic Trait ReportsCase StudyRole: Lead DesignerGenetic trait reports help users understand how their DNA influences their physical traits. Trait Reports can be a tricky experience to manage: results at odds with a user’s phenotypic characteristics can quickly erode confidence in the entire DNA product, while results that simply confirm what a user already knows is underwhelming and erodes value. I spearheaded an effort to introduce interactivity and community insights to help user better understand and engage with the report, no matter the results. Background We’d released a handful of trait reports to a limited beta in the UK with some boilerplate content, built off of our more developed carrier and health reports. Our product owner had identified some initial problems that we hoped to address before a general release in the US.Principal Problems: Reports were showing low enagement A vocal minority of users wanted more technical information Most users were underwhelmed or boredNeeded to identify areas of interest for future report development Constraints: Technical data was the only real content we had on handSolution needed to be modular, and support all report types (traits, conditions, carrier status) Old Report Designs: (These are doozies) <img width="1200" height="5347" width_o="1200" height_o="5347" data-src="https://freight.cargo.site/t/original/i/3d5dd683169bd4d26c8d13e9d9709fa9c8be0e0fb11f2e4f004d2f06e8eadcba/WF---Health-Pharmaco-report.png" data-mid="82288863" border="0" alt="Health Report" data-caption="Health Report" src="https://freight.cargo.site/w/1000/i/3d5dd683169bd4d26c8d13e9d9709fa9c8be0e0fb11f2e4f004d2f06e8eadcba/WF---Health-Pharmaco-report.png" /> <img width="1200" height="4974" width_o="1200" height_o="4974" data-src="https://freight.cargo.site/t/original/i/c6f493ea1af2e6492308fe65d2d610f0cd70430f07cf16e949796c9cdd53d566/WF---Health-Carrier-report.png" data-mid="82288862" border="0" alt="Carrier Report" data-caption="Carrier Report" src="https://freight.cargo.site/w/1000/i/c6f493ea1af2e6492308fe65d2d610f0cd70430f07cf16e949796c9cdd53d566/WF---Health-Carrier-report.png" /> <img width="1320" height="2150" width_o="1320" height_o="2150" data-src="https://freight.cargo.site/t/original/i/6d78d74d389b689b5b70d7f9597ed7ee2fc75fbb90552443c5b04f8f0582b21a/oldeye.png" data-mid="82288861" border="0" alt="V1 Trait Report" data-caption="V1 Trait Report" src="https://freight.cargo.site/w/1000/i/6d78d74d389b689b5b70d7f9597ed7ee2fc75fbb90552443c5b04f8f0582b21a/oldeye.png" /> <img width="2109" height="5747" width_o="2109" height_o="5747" data-src="https://freight.cargo.site/t/original/i/e50eb4d04fb062d190c80ed4fac0a8f0797a1740b27dbdd5729a1c2267cb8600/printreport.png" data-mid="82288867" border="0" alt="V2 Trait Report" data-caption="V2 Trait Report" src="https://freight.cargo.site/w/1000/i/e50eb4d04fb062d190c80ed4fac0a8f0797a1740b27dbdd5729a1c2267cb8600/printreport.png" /> <img width="422" height="374" width_o="422" height_o="374" data-src="https://freight.cargo.site/t/original/i/fb92a7b055df013d549c5c028ef3b9003ca96dd315fa3c93b57593646fd24d33/eye.png" data-mid="82288866" border="0" alt="Illustrations" data-caption="Illustrations" src="https://freight.cargo.site/w/422/i/fb92a7b055df013d549c5c028ef3b9003ca96dd315fa3c93b57593646fd24d33/eye.png" /> <img width="600" height="472" width_o="600" height_o="472" data-src="https://freight.cargo.site/t/original/i/b68e841d8b5b6380e042cc1f6fb855cff985eb1e972f847877c8dea7bbe1131f/eye-illustration-3.jpg" data-mid="82288865" border="0" alt="Illustrations" data-caption="Illustrations" src="https://freight.cargo.site/w/600/i/b68e841d8b5b6380e042cc1f6fb855cff985eb1e972f847877c8dea7bbe1131f/eye-illustration-3.jpg" /> <img width="300" height="237" width_o="300" height_o="237" data-src="https://freight.cargo.site/t/original/i/cf03c537355915189e12868e2809b0dcaa200fd64cd65e4b64c130d9e0db07e7/eye-illustration-1.png" data-mid="82288864" border="0" alt="Illustrations" data-caption="Illustrations" src="https://freight.cargo.site/w/300/i/cf03c537355915189e12868e2809b0dcaa200fd64cd65e4b64c130d9e0db07e7/eye-illustration-1.png" /> User Testing &amp; Research Methods Post-results user interviews: We gathered users to conduct discovery sessions by working with customer support to identify users who’d submitted tickets because their results were “wrong,” and by intercepting users via Intercom while on their results.Pre-result user observation: We created a survey to be displayed after kit-purchase and in kit-ship confirmation emails to collect users willing to open their results under product tiger-team observation.Painted Door Testing: Created several upsell opportunities post purchase to assess interest in different trait types to direct next stage of investment, measured click through and form results. <img width="1794" height="1392" width_o="1794" height_o="1392" data-src="https://freight.cargo.site/t/original/i/e9fe22e8f7d05c5d2c0a0cb04aa69e291f346831b389736ef81b94976cd4f196/Screen-Shot-2020-09-09-at-11.33.30-PM.png" data-mid="82288614" border="0" src="https://freight.cargo.site/w/1000/i/e9fe22e8f7d05c5d2c0a0cb04aa69e291f346831b389736ef81b94976cd4f196/Screen-Shot-2020-09-09-at-11.33.30-PM.png" /> <img width="1156" height="1090" width_o="1156" height_o="1090" data-src="https://freight.cargo.site/t/original/i/b9253ab707e501eeac7265b3bd7d84b4266988790382863bc75e6c23cf373f17/Health-Risks.png" data-mid="82288603" border="0" src="https://freight.cargo.site/w/1000/i/b9253ab707e501eeac7265b3bd7d84b4266988790382863bc75e6c23cf373f17/Health-Risks.png" /> <img width="1156" height="1090" width_o="1156" height_o="1090" data-src="https://freight.cargo.site/t/original/i/c99ef729be7cd0a9e5964c47c203ce2b2c06c755960838951d3b8ab853f91833/Mental-health.png" data-mid="82288604" border="0" src="https://freight.cargo.site/w/1000/i/c99ef729be7cd0a9e5964c47c203ce2b2c06c755960838951d3b8ab853f91833/Mental-health.png" /> <img width="1156" height="1090" width_o="1156" height_o="1090" data-src="https://freight.cargo.site/t/original/i/3a5bd9bbd27ccdbb4ab562b0c7c4ff528bd858c4564d5c0d67c141e5dfa7b0ed/Nutrition.png" data-mid="82288605" border="0" src="https://freight.cargo.site/w/1000/i/3a5bd9bbd27ccdbb4ab562b0c7c4ff528bd858c4564d5c0d67c141e5dfa7b0ed/Nutrition.png" /> We sought sentiment around expecations, discussed reactions, and helped explain results. We dove deep on what users expected to be able to do with their results, who they would share results with, and their interest in traits in general. Findings Users felt the reports were sterile, too dry, and explanations overly “text-booky” Users expected an extreme degree of accuracy from Genetic Science Users did not understand the difference between genotypic and phenotypic characteristics Users mainly wanted to explore and compare their results to othersUsers wanted to see any- and everything we could show them. Recommendations Overhaul copy and visuals to create a modern, informal-but-informative reportAnchor the page around interactivity, utilize our survey service &amp; reusable data vizProvide contextual comparison to help users better investigate their resultsDecouple Traits from other Health products, move to core DNA experience UI &amp; UX I suggested we stop looking at other medical or health products and start looking at more accessible social products to inform our approach: we looked at products like LastFM’s listener habits data visualizations, and OkCupid’s match metrics.&nbsp; <img width="1214" height="707" width_o="1214" height_o="707" data-src="https://freight.cargo.site/t/original/i/25971a59f1acedf9726a5fd84b801d5f22a59b30ded1c862fdf9dc161dc67c0e/Artboard-Copy-3.png" data-mid="82330469" border="0" src="https://freight.cargo.site/w/1000/i/25971a59f1acedf9726a5fd84b801d5f22a59b30ded1c862fdf9dc161dc67c0e/Artboard-Copy-3.png" /> <img width="417" height="227" width_o="417" height_o="227" data-src="https://freight.cargo.site/t/original/i/cd09e0a2c39d584412dc1dd0dee2f0d8abfac1312cee08469b03dd1f9deeb929/Artboard-Copy-4.png" data-mid="82330470" border="0" src="https://freight.cargo.site/w/417/i/cd09e0a2c39d584412dc1dd0dee2f0d8abfac1312cee08469b03dd1f9deeb929/Artboard-Copy-4.png" /> <img width="870" height="272" width_o="870" height_o="272" data-src="https://freight.cargo.site/t/original/i/a99e919a4df05bccf0d90272ad99a14ba642d87311aa341827b43becb74f1e3d/Artboard-Copy-2.png" data-mid="82330468" border="0" src="https://freight.cargo.site/w/870/i/a99e919a4df05bccf0d90272ad99a14ba642d87311aa341827b43becb74f1e3d/Artboard-Copy-2.png" /> <img width="569" height="342" width_o="569" height_o="342" data-src="https://freight.cargo.site/t/original/i/190e54b5bf8e452590cf9d1fe89e0ac3984921393271ed1cf170ba6642375430/Artboard.png" data-mid="82330472" border="0" src="https://freight.cargo.site/w/569/i/190e54b5bf8e452590cf9d1fe89e0ac3984921393271ed1cf170ba6642375430/Artboard.png" /> <img width="779" height="385" width_o="779" height_o="385" data-src="https://freight.cargo.site/t/original/i/a86e3be1e406fac7411b1e488d6c55be36b6f82e32de7ce99e53d6d53c6660ed/Artboard-Copy.png" data-mid="82330471" border="0" src="https://freight.cargo.site/w/779/i/a86e3be1e406fac7411b1e488d6c55be36b6f82e32de7ce99e53d6d53c6660ed/Artboard-Copy.png" /> Copy At the same time, my product manager and I began identifying consumer experiences that were running into our same problems copy-wise, and felt had handled them well: banking and investing services. We looked for copy that had taken dry, technical information and made it approachable and easily understood. I worked with my product manager to workshop copy, and then built a repository and reference guide for our UX writer to polish and templatize. <img width="714" height="220" width_o="714" height_o="220" data-src="https://freight.cargo.site/t/original/i/ff9e0ac7ea68cb6aee639c4a81398f4b61225dd61368a26723d17f7f22a07efd/Artboard-Copy.png" data-mid="82330058" border="0" src="https://freight.cargo.site/w/714/i/ff9e0ac7ea68cb6aee639c4a81398f4b61225dd61368a26723d17f7f22a07efd/Artboard-Copy.png" /> <img width="786" height="354" width_o="786" height_o="354" data-src="https://freight.cargo.site/t/original/i/b28a47b1999d9d3134879f8569fdf8e24221ea1c5eec36b475d694f3b9226b2b/Artboard.png" data-mid="82330059" border="0" src="https://freight.cargo.site/w/786/i/b28a47b1999d9d3134879f8569fdf8e24221ea1c5eec36b475d694f3b9226b2b/Artboard.png" /> <img width="346" height="254" width_o="346" height_o="254" data-src="https://freight.cargo.site/t/original/i/80a5e6fe9631acdc90998c1a44e343e863ad60dcbdf92ea59d288bcc467fbaf4/Artboard-Copy-2.png" data-mid="82330069" border="0" src="https://freight.cargo.site/w/346/i/80a5e6fe9631acdc90998c1a44e343e863ad60dcbdf92ea59d288bcc467fbaf4/Artboard-Copy-2.png" /> <img width="1077" height="411" width_o="1077" height_o="411" data-src="https://freight.cargo.site/t/original/i/1c7192a597c30b7105aef791b05524922f91ff7f05fc5b94e3d2f18bbd6b7104/Artboard-Copy-3.png" data-mid="82330070" border="0" src="https://freight.cargo.site/w/1000/i/1c7192a597c30b7105aef791b05524922f91ff7f05fc5b94e3d2f18bbd6b7104/Artboard-Copy-3.png" /> <img width="343" height="346" width_o="343" height_o="346" data-src="https://freight.cargo.site/t/original/i/45f6c6c2e1dd8539288aa36754b4b28741ce3fe533a52c287c90506df721baa7/Artboard-Copy-4.png" data-mid="82330071" border="0" src="https://freight.cargo.site/w/343/i/45f6c6c2e1dd8539288aa36754b4b28741ce3fe533a52c287c90506df721baa7/Artboard-Copy-4.png" /> Proposed Document Structure <img width="562" height="1542" width_o="562" height_o="1542" data-src="https://freight.cargo.site/t/original/i/83142ff1122026aa91c36463e17f2e98d92cd37aca2c568235b76dd35d9b806d/Artboard.png" data-mid="82334533" border="0" src="https://freight.cargo.site/w/562/i/83142ff1122026aa91c36463e17f2e98d92cd37aca2c568235b76dd35d9b806d/Artboard.png" /> <img width="562" height="1241" width_o="562" height_o="1241" data-src="https://freight.cargo.site/t/original/i/771a307e83b7dabb88d0db0d4b33fe4a936928e13e379ca4dbcca8a5f1ff4f10/Artboard-Copy.png" data-mid="82334532" border="0" src="https://freight.cargo.site/w/562/i/771a307e83b7dabb88d0db0d4b33fe4a936928e13e379ca4dbcca8a5f1ff4f10/Artboard-Copy.png" /> Final Experiences <img width="1000" height="358" width_o="1000" height_o="358" data-src="https://freight.cargo.site/t/original/i/8783524ca883fb570e6f972326f070cdcab02cd0f520c36f816b41d3e63a722a/genomodule.png" data-mid="82332396" border="0" src="https://freight.cargo.site/w/1000/i/8783524ca883fb570e6f972326f070cdcab02cd0f520c36f816b41d3e63a722a/genomodule.png" />Abbreviated technical report that jumps you to the full report if requested. <img width="1000" height="675" width_o="1000" height_o="675" data-src="https://freight.cargo.site/t/original/i/2e3c20c86d52625f1f3c717fc22b9d0268a5f883bc26b3ded519558ddc1887bd/phenopre.png" data-mid="82332398" border="0" src="https://freight.cargo.site/w/1000/i/2e3c20c86d52625f1f3c717fc22b9d0268a5f883bc26b3ded519558ddc1887bd/phenopre.png" /> Inserted Featured Survey to gather phenotypic results while education user. &nbsp;<img width="1000" height="550" width_o="1000" height_o="550" data-src="https://freight.cargo.site/t/original/i/f7abb9d01915479cd4babf1c67ed4d4fc543a5e9aa1b8201d21bb610dd1ca887/abouttaste.png" data-mid="82332394" border="0" src="https://freight.cargo.site/w/1000/i/f7abb9d01915479cd4babf1c67ed4d4fc543a5e9aa1b8201d21bb610dd1ca887/abouttaste.png" /> <img width="450" height="450" width_o="450" height_o="450" data-src="https://freight.cargo.site/t/original/i/dc0ecbb97995214bf209e3c1ce5fe2ed405c25c6f83f9cb6c7d95a5c74b47c5d/eyemelanin2x.png" data-mid="82332929" border="0" src="https://freight.cargo.site/w/450/i/dc0ecbb97995214bf209e3c1ce5fe2ed405c25c6f83f9cb6c7d95a5c74b47c5d/eyemelanin2x.png" /> <img width="450" height="450" width_o="450" height_o="450" data-src="https://freight.cargo.site/t/original/i/754387f06f69d99d5f9e2263d6ebb2fa1f023c0d22b7ab9f1133a2a7527a53b4/lightrays2x.png" data-mid="82332933" border="0" src="https://freight.cargo.site/w/450/i/754387f06f69d99d5f9e2263d6ebb2fa1f023c0d22b7ab9f1133a2a7527a53b4/lightrays2x.png" /> <img width="450" height="450" width_o="450" height_o="450" data-src="https://freight.cargo.site/t/original/i/e720e923455fa1eb1c4f62ed401d7c672802832bf743670360116661cff10c51/stroma2x.png" data-mid="82332934" border="0" src="https://freight.cargo.site/w/450/i/e720e923455fa1eb1c4f62ed401d7c672802832bf743670360116661cff10c51/stroma2x.png" /> Bold, simple “pop science” illustrations to punctuate, and break-up content into digestible tidbits. Before &amp; After <img width="1117" height="5700" width_o="1117" height_o="5700" data-src="https://freight.cargo.site/t/original/i/5679c85ef31500ee89b03bebc8fde4e70f986611ac8533597d1927172a306bdd/printreport.png" data-mid="82334951" border="0" src="https://freight.cargo.site/w/1000/i/5679c85ef31500ee89b03bebc8fde4e70f986611ac8533597d1927172a306bdd/printreport.png" /> <img width="2048" height="10518" width_o="2048" height_o="10518" data-src="https://freight.cargo.site/t/original/i/257bcdea91c4a1b870f6144d2cf2b2984ca18e1fe0a03f036876bdfb0348e86c/Eye-Color-Post-Report2x.png" data-mid="82334893" border="0" src="https://freight.cargo.site/w/1000/i/257bcdea91c4a1b870f6144d2cf2b2984ca18e1fe0a03f036876bdfb0348e86c/Eye-Color-Post-Report2x.png" /> Interactive Prototype https://joryhemmelgarn.com/Front-Page Wed, 08 Jan 2020 22:39:57 +0000 Jory Hemmelgarn https://joryhemmelgarn.com/Front-Page Hey! I’m an end-to-end product design leader with 15+ years specializing in designing compelling, profitable new products that let users plan, create and communicate with confidence. I'm currently working on the ad platform at DoorDash. SELECTED PRODUCTS Podium Smart Messaging and Automation Tools Helping small businesses win with agentic and automated assistance. Practical AI features in-product today for over 100k every-day customers. Inkling Learning Pathways Knowledge Management &amp; Training Suite Helping track and train front-line employees at the world’s largest quick service &amp; fast casual restaurants with a mobile-first, inuitive training platform. Ancestry.com DNA Results &amp; Genetic Communities A groundbreaking tool to discover, explore and connect to your personal &amp; family genetic history. 8M 15M users, patent awarded &nbsp; Contact for Case Studies