A three cell test to reskin DNA bundle comparison charts.
Ancestry
The Ancestry testing team sought Art Direction support to catch-up an overflow of creative testing projects and roll-out an ongoing brand refresh. A later opportunity emerged to streamline internal creative workflow using Figma.
A/B
testing
Figma rollout
Brand rollout
Product release
A/B and multi-cell responsive testing
Led by the Marketing team’s testing roadmap and results from Consumer Insights, I collaborated with product leaders, developers, legal team and creative partners to deliver responsive paywall designs.
Figma transition
An opportunity emerged for the design team to consolidate effort and develop an Marketing team specific library on Figma. The resulting library incorporated assets compatible with the working CRM systems. The intention was to standardize global changes across creative assets while keeping a template structure editable by the team’s in-house designers.
* Ease your creative flow.* Inquire at pronto@alloraworld.org about platform transitions. I provide consultation for developing a Figma library and hands-on support.
Brand rollout
“We’re changing the narrative and inspiring people not only to learn about their past but also to be active participants in preserving the family history that is happening now…”
Paige Grossman
Ancestry Vice President, Global Creative and Brand Marketing
The rolling brand evolution was an initiative between U.S. and International teams. Brand guide assets provided by Feed and video reels and photography by Wieden+Kennedy were adapted for the website. Iterations of the pages were developed to test brand evolution into revenue-critical pages.
Product release
“We’ve spent the past 2 years transforming our product experiences to enable customers to collaborate and share around past and present family traditions…”
Brian Donnelly
Chief Commercial Officer at Ancestry
I provided branded product launch support for the release of a media tool suite and other function-based membership models at Ancestry®. Product and paywall pages supported in-house focus group testing.
pronto@alloraworld.org 