My first major project at Findmypast was to identify our beginner user and design an on-boarding experience that would increase numbers of registration, retention and conversion. My first task was to help identify our beginner user. We conducted a series of indepth interviews. After this I ran a design workshop to map out our assumptions about what a successful beginner onboarding process might look like.

After some more interviews I was able to ascertain the ‘jobs to be done’, ‘gains’, and ‘pains’ of our two new beginner user segments. I arranged these into a value proposition canvas for each user segment.

I worked up concepts using our value proposition canvases and tested these with more users.

Next I created a landing page that encapsulated our strongest learnings around beginner users. This tested positively, so I moved on to drawing up a first version of the complete journey.