Case Study

A Redesign That Makes Preserving Family History Simple and Addictive


Ancestry is the world’s largest online family history resource, with 2.7 million paying subscribers creating over 60 million family trees. We collaborated with Ancestry to turn historical records and advanced search tools into interactive family trees, personal profiles, and authentic family stories.

What We Did
  • Strategy
  • Product Design
  • Information Architecture
  • User Experience
  • Visual Design
What We Delivered
  • Interaction Model
  • Product Demo
  • Mobile App Design
  • Prototype
Ancestry Family Tree

Framework Redesign Process

Creating the vision for an entirely new, feature-packed way to learn about family history.

Framework Redesign Timeline
Framework Redesign Timeline

Tackling a Mountain of Information

The magic of discovery is found in billions of historical documents, collected from government archives, historical societies, religious institutions, and private collectors. We improved indexing tools, giving old documents new life as they are digitized, catalogued, and seamlessly integrated into the Ancestry collection.

Historical Records
17 Billion
Historical Records To Date

Old Documents Made Modern

Interactive documents uncover new connections as handwritten census records, hospital ledgers, and military ship reports transform into fully-explorable digital artifacts.

Ancestry Life Snapshot

Tracking Discoveries is Key

Movement through family trees, historical documents, ancestors, and individual profiles, is integrated into a custom breadcrumb style menu that supports complex relationships. A universally accessible side panel allows for document lead comparison between records and family trees.

Family Tree Graphic
Ancestry User Profile
Ancestry My Story Dashboard

Seeing How You Link to The Past, Present, and Future

With newly-designed personal profiles, subscribers create space within the family history framework. A DNA analysis links to the past, while a digital, living record enables future connections.

Map Graphic