Case Study: Ancestry launches an engaging, user‑centered AncestryDNA Traits experience in 11 months with Adobe XD

How Ancestry Optimized the UX for Its New Feature AncestryDNA Traits

Ancestry, the genealogy leader with more than 10 million at‑home DNA tests on file, needed to turn vast genetic and family‑history data into a simple, trustworthy product that helps people understand their traits and origins. The team faced a tight 11‑month timeline to launch AncestryDNA Traits and also had to solve social UX problems—users were curious but sometimes unsure how to connect with genetic matches or interpret trait probabilities when their lived experience didn’t always match DNA results.

Using Adobe XD for rapid prototyping, designers built a clean, multi‑platform experience that explains trait science interactively, shows users why a trait may or may not appear, and surfaces shared connections plus suggested ice‑breakers to reduce messaging anxiety. Launched before Thanksgiving, the feature increased user understanding and engagement, sparked family conversations, and improved match interaction by making data approachable and connections easier to start.

Ancestry

Angela Alarcon

UX Lead