Finding new users at Findmypast
How could we make non-genealogists interested in learning more about their past?
The aim was to identify opportunities within the Family History market that would expand our global hold with US, Australia and UK. Focusing on making family history appeal to a wider audience.
The initial focus of the project was to identify possible new markets. We researched the current competitive marketplace identifying opportunities, we teamed up with an American market researcher who carried out some early concept testing and we understood market size. The market opportunities were identified which then lead to product ideation.
We involved the whole company in the process, running ideation workshops and continually feeding back on the project progress.
Knowing when to pivot.
Through testing a number of products aimed at the identified of the audience it soon became clear that though interest was expressed, this did not translate to actual engagement or trigger the results we needed to pursue these further.
Pivoting back towards our existing audience, we focused on products that would allow the sharing of their family knowledge with existing users. Looking to identify new products that could enhance the existing offering.
Whatever it is, the way you tell your story online can make all the difference.
Knowing when to walk.
We discovered, ideated and tested. We learnt a lot and informed the business to keep expanding within their area of expertise and market.
Though ‘new’ never materialised, the insights were invaluable.
This project required
UX Strategy and leadership
Mentoring
Stakeholder engagement
User research interviews (In person and remote)
External research company management
User research – Distilled to key findings
Hypotheses and Needs mapping
Market research matrix
Personas
Whole company ideation (Run in sessions)
User flows and customer journeys
User stories
Sketches
Wireframes
Prototypes
User testing
Usability testing
MVPs