Foundations for contextual storytelling
Embracing emerging technologies to overcome technical and cultural constraints surrounding personalization for genealogy stories. A newly formed team focused on innovation believed we could change that.
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Company: Ancestry
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Role: Sr. Manager of Product Design, Content Experiences
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Overview
By 2019, Ancestry’s data told the story: its core audience was not growing, and legacy tools/experiences were not sufficient to attract new subscribers. It had heavily invested in content acquisition but virtually none in optimizing it.
Result: 30 billion records… and limited ways to make sense and make personal.
Ancestry debated ways to remedy this – from refactoring records and code base to building sophisticated tools – the problem was seen as one that couldn’t be taken on for many years. As head of design for the newly formed Content Experiences team, I saw that a series of smaller efforts, combined with innovations in emerging AI, could transform Ancestry's storytelling capabilities.
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