Find My Past


The Problem

  • Our landing page catered for experts rather than new users
  • There was no onboarding process for new users once they'd registered
  • We didn't understand what motivates people to begin researching their family history


Value Proposition Canvas

After conducting several rounds of interviews with real users I was able to ascertain the 'jobs to be done', 'gains', and 'pains' of our beginner users. I arranged these into a value proposition canvas for each of the two user segments we identified; Private Detectives (customers who wanted to unearth a single discovery) and Hobbyists (customers with a longer life-time value who tend to enjoy the research process).


🕵🏻‍♀️ Private Detectives

These users are motivated by discovering something specific about their family history, usually because of a birth or death in the family, or because someone has become ill. They have an immediate interest but whether or not they remain engaged depends on what they discover early on.

👩🏽‍🎓 Hobbyists

This person usually takes on the role of family historian with the aim of passing as much as they can on to the next generation. They take research seriously, looking to discover as much as possible. Hobbyists are often already experts and will spend a lot of time mapping out their family tree.


After discussing the concepts with a Product Manager and our Head of Product I went to work creating some hand-drawn concepts to validate with real users. I created a couple of versions to A/B test with each user type.